IMC Intuition

Thinking out loud about all things IMC

On Finding Inspiration…My Idea? Market Research

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 On a recent Seth Godin blog post on finding inspirations, (rather than waiting for your company’s leadership to inspire you) he writes, “… start a blog and post…on how your favorite company can improve its products or its service.”

 My idea this week is to budget resources for market research before every launch, not only to determine the potential market and audience, but to inclusively consider and analyze all 5 P’s & 3 C’s: Product, Price, Positioning, Promotion, Place [distribution], Company [brand], Competition and Context.  I understand that market research can be flawed, so it’s important to have the right people doing the work, and weighing the results in relationship to actual experience.

 What made me think about this is that I’m currently reading “The Art of War” by Sun Tzu.  Speaking on the topic of planning a siege he writes:

“So it is said that if you know others and know yourself, you will not be imperiled in a hundred battles; if you do not know others but know yourself, you win one and lose one; if you do not know others and do not know yourself, you will be imperiled in every single battle.”

Looking back, I think it is ironic  how accurate this prediction is. Who knew that a Chinese warrior-philosopher could articulate principles so spot-on for most competitive environments?  

Here’s to an end to shot gun marketing 🙂

Links: 

Seth Godin’s Blog:  http://sethgodin.typepad.com/seths_blog/2010/08/finding-inspiration-instead-of-it-finding-you.html

 Sun Tzu:  http://www.amazon.com/gp/product/1590301854/ref=olp_product_details?ie=UTF8&me=&seller=

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