MARKETING PLANin the New Economy of Rapid Change and Shortening Product Life-Cycles

"The majority of people meet with failure because they lack the persistence to create new plans to take the place of failed plans." – Mark Victor Hansen

Essence of Short-Term and Long-Term Planning¹

Short-Term Planning: Come up with an angle or word that differentiates your product or company
Long-Term Planning: Set up a coherent long-term marketing direction that builds a program to maximize that idea or angle. It's not a long-term plan; it's a long-term direction.

Five Popular Innovation Myths

By Tom Peters

Myth Two: Complete technological specifications and a thoroughly researched market plan are invariant first steps to success... More

What's New?

In today's rapidly changing world, marketing plans based on what will happen in the future are usually wrong.

Tracking Trends versus Traditional Market Research

As product life-cycles are shortening at an immense rate, traditional market research – both quantitative and qualitative – can sometimes be more of a hindrance than a help. It is good at measuring the past and present.

Besides, "traditional research has the drawback of relying on what consumers say, which is sometimes different from what they actually do in real life. People don't know what they will do until they face an actual decision."¹

While you cannot predict the future, you can get a handle on trends, which is a way to take advantage of change and convert risks into opportunities. Spotting and tracking trends can be a very useful tool in dealing with unpredictable future.

Test Marketing Your New Products

How do you test market a new product or service? How do you find out if people are actually going to buy it? First, make or get a prototype. Create or get a sample. If it's being manufactured somewhere else, get a sample of it. If you're going to manufacture it yourself, create a prototype so that you can show it, demonstrate it, photograph it. So that you can let people see it, touch it, feel it, and get an opinion from it... More

Understanding What Motivates People

"You have to find out how to press the "hot buttons" that turn consumers on, and this reality means gaining an understanding of what motivates them in real-life situations."¹

How To Create Amazingly Seductive Offers Only a Moron Could Resist!

An irresistible offer is an "invitation" that is so clearly compelling, so powerful, and so obviously attractive that no one in his/her mind could refuse.

The million-dollar question is: how can you make your offers amazingly seductive?

Here’re some "Whip Up An Immediate Buying Frenzy" tips... More

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