More horsepower not always the answer

Technology continues to be a focal point of consideration within the marketing and advertising industry. And it should be … to some extent.

And let’s be clear that we are talking about technology as it relates to marketing, advertising, and PR initiatives. Applied technology in the products and services arena is an entirely different topic.

Thankfully, more and more companies are no longer geeked on the technology tools themselves. They are more likely to recognize that email and web-based programs are just tools in the marketing and PR tool belt. They are less likely to spend money on implementing a new technology, unless it has been vetted for effectiveness, like any other marketing program.

It’s good to know that businesses are more interested in questions such as: Will the marketing program get the attention of my prospects, customers, employees, or investors? Will it get these people to respond? Will it change anyone’s opinion or get them to ask new questions? In short, will the program advance my identified marketing and sales goals?

Here’s a quick fable.

Every Saturday, Thellonius loads up his cart with chickens, attaches his cart to his horse, and rides as fast as he can to market so he can get the best location possible to sell his chickens. He’s the first one there and picks the best location, so that no one can enter or exit the marketplace without seeing his chickens.

Because he uses his horse and cart, he brings more than 30 chickens to the market and, on average, he sells 10 chickens.

Dizzy also sells chickens, but he has no cart or horse. So, every Saturday, he loads up his wheelbarrow with about 15 chickens and walks to the market to sell them. On the way to the market, he runs into folks on their way to the market and strikes up conversations with many of them.

By the time he reaches the market, he’s usually sold all of his chickens, so he uses the money he’s made to purchase supplies, loads them into his wheelbarrow, and goes home – in time for a nice afternoon nap.

The moral of the story? Getting to market faster doesn’t always mean better sales.

People, not technology, are still the buyers and sellers of things. The litmus test for utilizing any marketing program – technology-enabled or not – should be: Does this program build relationships? Are we learning more about our customers and responding to their needs/requests?

 

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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