The TED talk prepared by Seth Godin reveals the reasons why some things are not done appropriately. The work of this entrepreneur and blogger can be used in the framework of marketing to explain both successes and failures.
During promotion and advertising, a mistake can be made in the printed materials, for example. It can be overlooked by the editor but noticed by a person who prints or posts the text. Still, one can ignore the mistake believing that correction is not included in one’s duties. Thus, it would be better to train employees how to act in such situation.
When trying to reach short term goals, professionals often refer to the practices that are not valued by the community. They may start spamming or use inappropriate humor or offensive expressions, etc. In this way, it is critical to improve advertising efficiently. Rising costs and the necessity to increase sales that are currently observed in the core of self-promotion should be eliminated (Kotler et al. 2013).
Things are considered to be broken when they seem to be appropriate for another period of time (Seth Godin: this is broken 2006). Professionals should develop advertising strategies and sales force strategies making them appropriate for the current society. For example, it is good for the company to use the Internet when recruiting personnel and improving public relations because many potential workers and clients prefer it to other sources of information.
It is also significant to make sure that the information provided to the public is appropriate and useful. For example, preparing a speech, identity materials or service activities, one can refer to the things he/she does not use at all. Thus, the information one provides can be useless and not helpful at all. Not to disappoint the clients, professionals should ensure that their marketing activities are decent.
When proposing some advertisement, one should consider its communication effects. The professionals should know how particular thing works and for what it was designed to communicate the ad message in a right way. If the representatives of the targeted market cannot understand the sense of it, the whole project was done in vain, and money was wasted.
Contradictions made in the text of the advertisements may attract clients. For example, a gum that is called professional is likely to appeal to children just because such combination sounds extraordinary. It is critical that it does not bear any negative or offensive insight. However, some contradictions may cause anxiety and unwillingness to purchase the product or service.
Finally, professionals can refer to the things that are broken on purpose when they want to attract more clients (Seth Godin: this is broken 2006). Such approach can be rather advantageous for advertising and promotion purposes because it provides an opportunity to stand out. However, it is significant to make sure that the break does not lead to misunderstanding and still allows to grasp the meaning.
Thus, it is critical for the marketing professionals to make sure that the things they work with or design are not broken. Of course, some clients may not notice this, but the sense of their work will be lost if it fails to meet its primary goals. Efficiently developed marketing strategies provide more chances to attract new clients and excel competitors. Only well-considered break that is done on purpose can have positive effects, as it allows to gain more attention.
Reference List
Kotler, P, Armstrong, G, Cunningham, P & Trifts, V 2013, Principles of marketing. Pearson, Canada.
Seth Godin: this is broken 2006, video, TED.