“Mindless habitual behavior is the enemy of innovation.” – Rosabeth Moss Kanter In their book “Meaningful Marketing”, Doug Hall and Jeffrey Stamp lay out the differences between what they call ‘meaningful marketing’ and mindless marketing. Meaningful marketing is a data-driven, analytical and methodical approach to getting the most from your marketing efforts while minimizing cost, effort and waste and maximizing sales, efficiency and long-term repeatable effectiveness. Mindless marketing is that which causes you drop your prices at the whim of your customer, spend countless and unaccounted for dollars on promotions while hoping that customers respond differently to the same tired, repetitious messaging scheme. How do determine if you’re doing “Meaningful Marketing” Your marketing is actually useful in helping your customers make the best decision for their particular set of needs Your marketing materials are 100% honest with no puffery Your marketing is transparent and authentic and speaks with earned authority Your marketing has FOCUS (target markets, message, what you sell and what you don’t sell) All marketing is focused on customer acquisition and business growth (retention is a great goal too, but I simply call that ‘re-acquisition’) Your marketing actually seeks to engage in a dialogue with customers rather than just … Continue reading Are You Practicing Meaningful Marketing Or Mindless Marketing?-1560