They say that marketing is more of an art than a science, and that's how marketing might look to an outsider, but marketers know that there has to be a scientifically solid foundation for the art part to work its magic.
One of those mysterious (artsy looking) phenomena, is the convergence that's needed in an organization to make any marketing strategy work wonders in the marketplace. The foundation for organizational convergence is laid first by forming effective teams and second by getting the whole organization to synchronize with that marketing focus.
Sound complicated? It's not... not really.
Think of a song. Think of a song that encourages dancing. As a broad generalization, if there's a driving rhythm, a beat, folks will feel like dancing. There may be plenty of art involved in finally creating your song, but you already know the level of engagement needed for potential dancers to start moving to your beat. And just think, a great song can inspire great dance, perhaps even new genre's of dance.
To create such music first requires a solid background in music. It requires practice. It requires skill in composition. You need to try out a lot of different melodies. It involves getting a band together that gel together, who enjoy doing what they do best together, and who believe in the music that they are creating. It helps if there's oodles of talent. And before everything finally comes together, there has to be practice, corrections, more practice and more...
Finally the music is in the bag. Then it has to get out of that bag and get into the ears of all those dancers out there. It needs a catchy name to go with the catchy tune.
Another small analogy – take a basketball team, give each player a ball, get them on court and get them to all try to bounce their balls in perfect synch. At first it will be a chaos of noise, then as they get the hang and start working together, it will sort itself out into, not just a rhythm, but a thunderous rhythm – and the possibilities become astounding.
First published on LinkedIn Pulse as Marketing? Get the BEAT!