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Whether the above is a viable projet or not is not the
point. What I am trying to demonstrate here is that the individual tactics
(advertising, press releases, leaflets, sponsorship, etc) should be determined
by the marketing objectives/strategies.
Just because you have always attended the Birmingham car
show for the last 25 years it is clearly now not a sensible use of your limited
resources given that it is primarily attended by members of the traditional
distribution system.
Your current management team (especially your sales team)
might argue very strongly for a continuation of attendance at the show. Also,
given that you are attempting to do something different it is quite likely that
your management team have little experience of the marketing tactics (armoury) available to support
such a (new) strategy. |