I just returned from a 10-day whirlwind business trip to Singapore and Hong Kong. I put on a 2-day workshop on proving and improving marketing effectiveness for senior marketers in each country (Actually, I was corrected to say that Hong Kong is a Special Administrative Region of China.) It’s refreshing to see that both Singapore and Hong Kong have similar issues as many marketers in the US. After having trained and presented this material to thousands of marketers across the globe, I have found that there is a still a strong desire to learn more about it, but still reluctance to actually effectuate change.
Which pill would you take?
In order to set the stage for the workshop I play a video clip from the movie, the Matrix, where Morpheus asks Neo ‘You take the blue pill and the story ends. You wake in your bed and believe whatever you want to believe. You take the red pill and you stay in Wonderland and I show you how deep the rabbit-hole goes.’
Improved marketing effectiveness requires investment in time and money and brainpower
The point of the video is that measuring and improving marketing effectiveness requires both a commitment in terms of effort, time and money. We have to choose to want to do a better job at marketing effectiveness.
No such thing as a free lunch
There is nothing free in this world and certainly significantly improved marketing effectiveness and ROI fall into this category as well. We can either continue marketing in Wonderland or we can see ‘how deep the rabbit-hole goes’. We can expend brainpower, time and effort and money to manage our marketing in order to determine its effectiveness, compare it to the effectiveness of other marketing activities and then rearrange and re-allocate our spending to invest in more of the good stuff and less in the bad.
Are you ready to improve your marketing effectiveness?
How much do you invest in proving and improving your marketing effectiveness? If you want to learn more feel free to attend one of our workshops – www.MarketingROIWorkshop.com or www.ROMIWorkshop.com (sorry for the sales pitch). The Singaporeans and the Hongkongese were definitely ready to take the red pill. Are you?
I look forward to seeing you there. Only red pill marketers need apply.
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