Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Sunday, February 26, 2006

"Strategy before Tactics"

John Jantsch’s marketing blog, written on Tuesday February 21, is titled “Strategy before Tactics”. This story is marketing-related because it discusses what he views as a major marketing problem. The blog is about the idea that many small businesses do not have a distinct marketing strategy and merely change their tactics week by week depending on the current fad. This constant change in strategy leaves their business vulnerable and weak because they have not identified distinct business goals. He explains that many business owners think their strategy is to sell as much as they can to as many people as possible. He redefines the strategy by saying, “What do you want your market to know about you, what do you want them to believe, what do want them to feel, experience, think, when they consider what you are about - that's what comes from strategy and that's what gets you out of the price shopper bin.” He relates his blog to marketing throughout the entire publication by identifying a problem that many companies have with their marketing plans.

This reading informs marketing by revealing a common mistake that many people make when running their own business. In reading his blog you can reevaluate your own marketing strategy and realize whether or not you are going about your business in an effective manner. He informs the reader that the strategy should guide your whole business and the tactics that you use should be in an effort to meet your strategy, not the other way around. He even provides the reader with some examples of good strategies, including: “Dominate a narrow market niche, package your services like no one else and create a category and become famous for doing one thing.” After reading the blog, the reader definitely leaves with more information on the subject than before.

This blog improved my understanding of marketing because it showed me that you must have a distinct strategy set out for yourself before starting a business. It taught me that a marketing strategy is necessary for marketing your business effectively. The strategy does not need to be product specific but more goals specific so that you know why you are marketing your product and what you hope to achieve in the long run.

I do not have any critiques of the blog that John Jantsch wrote. He does a good job of pointing out good marketing strategy techniques as well as bad ones. He identifies his subject and its importance right away by explaining that a lack of strategy is the “single greatest small business marketing mistake.” By identifying the problem, the implication of the problem, and the solution, the author thoroughly writes on the subject and leaves nothing to critique.


Blogger John Cass said...

julie, wow, good post. My experiences with working with many small companies sound very familiar to your blog post. Many business people just don't think about the marketing concept and do concentrate on sales. That's okay, but in the long term is it really the most effective strategy.

Monday, February 27, 2006 2:04:00 PM  

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