Until now I’ve just focused on people as marketers, even when they are reluctant to accept that role. But, during a run of errands with my wife, and my dog, Murphy, I realized that even he has got this Marketing thing down like an expert.
At the outset, I looked at dog training as an exercise to make sure our efforts conveyed particular messages aimed at a target market (him) just like any other marketing campaign. It was not long thereafter that I realized he was actually training us.
For instance, he wants to go out so he rings a bell and/or stands at the door staring at us. Or, he wants water so he drags his dish around noisily until one of us fills it up. Something, or more likely someone comes near (whom he does not recognize) and he growls or barks (which has the effect of delivering two different messages, each aimed at its own target market). The growl is telling the ‘intruder’ to get lost, the bark is to alert us to some possible danger. When he wants to play he’ll bring a ball and drop it in a lap. In all of these cases Murphy did not have to read a book to figure it out.
Of course Murphy has never taken a marketing course, certainly does not have a textbook to follow, and is limited in his budget. But none of these shortcomings have served to stop him from accomplishing his goals. In fact, he thrives on his ability to use whatever is most readily available to improve his chances for success.
If Murphy can determine the best tools to communicate messages to his target market why can’t people do the same? We, of course, think too much. He tries a method, gets a response, and then keeps doing it. People want to focus on exhaustive research rather than rely on their instincts to get things done. There is no book that has the answers. In fact, Marketing is an art (not a science). Books, in many cases, are just a repository of jargon that is meant to convey that positive results will occur if you take specific actions in a language that only the author understands. Murphy has reinforced the point that marketing is an art, not a science, and that every situation requires unique thoughts and actions based upon the conditions present at that moment. Books can’t prepare you for anything close to what you will face in the marketing world. Instead, experience is the best teacher.
And, according to Murphy’s ‘Law’ of Marketing, the book is meant to be chewed on and spit out.
Why Not Marc(keting)