Random Acts Of Marketing

What Are Random Acts of Marketing?

It is when you deploy marketing tactics with an unclear purpose.

What Are Random Acts of Marketing?

Random acts of marketing are where your sales and marketing efforts consist predominantly of one-off or standalone tactics. These individual tactics are not additive, meaning they do not add up to more than the sum of their parts.

The practice is fuelled by industry hype and salespeople’s efforts to push you to buy what you don’t need or understand. Unfortunately, the Random Acts of Marketing approach is extremely common, just like its counterpart, To-Do List Marketing.

“To-Do List Marketing” occurs when your team focuses on how to spend your marketing budget versus investing in things that help you refine system performance.

The Systemic Alternative

The alternative is where you build a system that facilitates a prospect’s purchase process and your new customers’ journey through your business. The process is more customer-lifetime value and earnings growth-centric. The core question you ask is what role each activity serves in advancing customer and account relationships? The goal is to create a system that reliably generates sales, repeat sales, long-term relationships, reviews and referrals. No one tactic can accomplish all this.

No, this is not the domain of large companies. The only thing that needs to change is how you think about and approach sales and marketing. Many of the tasks are the same. What changes is your intent, and how do you weave all the pieces together into a cohesive program?

To learn more, download our free eBook Making The Shift or Contact Us to speak with a consultant.

Def: “completing one-off marketing tactics, with unclear expectations.”

Random Acts of Marketing are what we call the ineffective practice of buying into the hype about the latest marketing tactics and cure-all solutions. You could say that hope and wishful thinking is the strategy. These practices are equivalent to buying lottery tickets as your retirement plan. Not a good idea!

The Random Acts approach to marketing is widespread. It’s fuelled by industry hype and the efforts of salespeople pushing you to buy what you don’t need or understand, out of fear, urgency, avoidance or naivety. Unfortunately, the Random Acts of Marketing approach is as common as it’s counterpart “To Do List Marketing”.

“To Do List Marketing” is when your team focuses on how to spend your marketing budget, rather than implementing a system to produce business outcomes.

The last things you want to engage in are “To Do List” or “Random Acts of Marketing”. Unfortunately, they are the most common approaches, and very likely what you’re doing now. Your alternative is to take a systematic approach and Invest in Earnings Growth. Shifting your focus away from random marketing tactics and onto specific customer-centric goals and how to achieve them, fundamentally changes the conversation. It inevitably shifts the conversation on to tracking and performance measurement along the client’s purchase path.

To rid your company of these wasteful and ineffective practices, Reach Out, we’re happy to speak with you about how to make the shift.

To learn more about a systems approach to marketing read our blog post or download our free eBook on Making The Shift.