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A
Brilliant Marketing Idea...sounds great, but what is it? Is it the
idea that results in the mailman ringing your doorbell, signaling
in a caravan of postal workers with mounds of letters (all in response
to your latest advertisement)? Is it the idea that brings 5000 clicks
per day to your website?
Surely
these ideas would be considered brilliant marketing ideas...right?
Well, maybe. It depends on the costs incurred generating the response.
If the cost of the marketing was greater than the income it generated,
it doesn't matter how great the response, it's not very brilliant.
So
what is a Brilliant Marketing Idea? It is an idea that ultimately
ends in closed business, where the value of the business is far
greater in value than the associated marketing costs. Simple in
concept, but not so simple in application...unless you use marketing
strategies proven effective in today's market.
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