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Article: MARKETING CASEBOOK #2: SIMPLE IDEAS, BIG RESULTS.
- Article from:
- Soft-Letter
- Article date:
- May 31, 2001
CopyrightCOPYRIGHT 2001 Aegis Resources, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Some marketers would like us to believe that it takes a mysterious mix of experience, scientific testing, and creativity to produce a breakthrough campaign. The truth is, there's also a lot of sheer luck behind many great marketing ideas. A random "let's try this" suggestion suddenly produces a cascade of orders; a quick-and-dirty solution to a supposedly trivial problem makes customers sit up and take notice. In retrospect, we can always figure out why these ideas were so powerful-- but they were far from obvious at the time.
In fact, most of this year's best "marketing casebook" ideas (which we collected from Soft-letter readers) grew out of rather modest ...