We spent the other weekend in Blackpool, where Linzi’s family is from. To my eyes, Blackpool is a treeless land of bungalows where pensioners live.
When we go we often stay with Linzi’s grandparents, who are in their 80’s. Whenever we arrive the bungalow is always a site of unparalleled industry.
Most of that industry is to do with:
- Feeding me (he’s so thin!)
- Panicking about me being vegetarian (will he eat bacon!?)
- Making the house too hot (do you want the fire on?)
- Putting hot water bottles in our bed (in May!)
- Cleaning rooms that are already clean
- Nattering with neighbours, passers by, ghosts…
I joke of course. It’s nice to visit, even if all of the above are true. But the hive of unimportant activity does remind me of marketing.
Walk into any marketing department, and you’ll usually find a hive of activity. You’ll find plenty of people doing stuff. But is it the right stuff? Does the work being done contribute to profitable customer relationships?
Very few companies can answer that. It takes tracking, testing and all sorts of alien concepts.
The challenge now isn’t to be doing more marketing. The challenge is to identify the parts that really make a difference.