The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd

by Allan Dib

If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and, ultimately, they spend a lot at the circus, that’s sales.

And if you planned the whole thing, that’s marketing

Strategy without tactics leads to paralysis by analysis.

Tactics without strategy leads to the “bright shiny object syndrome.”