Marketing is everywhere in contemporary America. Advertising is a branch of pop culture, and especially creative campaigns can dominate the public conversation alongside the latest TV and movie hits. The Super Bowl is now almost as much a showcase for the best in marketing as it is the pinnacle of football. But even these big-budget showpieces can miss the mark.
Professionals with experience in other areas of business often want to get involved with marketing because it seems easy and fun. While these professionals mean well, they can be susceptible to common marketing myths that can lead to wasteful spending. In my 13 years of consulting with CEOs and more than 30 years in marketing across many business categories, including lawn care, I’ve seen these same misconceptions.
Myth #1:
Beautiful pictures plus attention-grabbing copy equal successful marketing.
Busted:
Effective marketing is driven by research and strategy.
Read more in the July issue here.
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