Fred Abaroa

Ok so using the outline I created I can now tell a story and relate it to marketing, like this:

How many times has a customer misunderstood your marketing campaign. When they do it may be because we forgot to ask ourselves, "What action do I want as a result of this marketing campagn?" This even happens in homes. The other night we told our teenager to give us back the phone and go to bed. A slight argument inssued and the teen yielded the phone. We won! NOT! She was found later using skype on the computer. Our purpose was not to take the phone away but to get our teen to go to bed because it was late and a school night. Without that clear focus the message was interpreted as don't use the phone. Take a look at your marketing campaigns. Are they getting the results you intended? Maybe the message is not clear. What efforts did you make to measure the message against the desired results. Get a second pair of eyes (sublimal message: Hire Me!). This could save you the cost of creating the colateral material that didn't quite work. And, in the case of my phone encounter with my teen, the headache of getting the message wrong.