Imagine if you’ve been told to buy a car needed for a series of Top Gear-style challenges. However, nobody has defined what those challenges are going to entail.
Let’s say your plan is to purchase the fanciest car money can buy, such as a supercar like a Lamborghini.
You then find out the challenge is for you to drive to the top of Mount Snowdon. Despite how amazing of a car a Lamborghini is, it will not get you far up that mountain at all.
Was it the Lamborghini that failed?
Or was it the lack of information that made you fail?
We have found that this is what companies are doing every day with their marketing.
Before deciding who their target customers are, and what those customers will engage with, the company has gone out and spent an excessive amount of money on a website, leaflets, brochures, advertising, and more.
The company has bought itself a very nice Lamborghini, but if they had a marketing strategy from Underpin Marketing, they would’ve known what they needed to climb that mountain instead.