Being a fifth generation Texan who was raised to enjoy all things outdoor and taught from an early age to keep things simple made it was easy for me to survive over 40 years in corporate level operations management. With all that said, those years of life and business experience allows me from time to time to create some simple analogies comparing how some aspect of a business’ operate the same as other function in life.
These ‘sayings’ I have offer a different way to look at something which has a simpler understanding of how businesses are managed today.
Hope As A Strategy
Recently I had the opportunity during one of our brand mapping sessions to offer up one of my analogies on what our client’s current marketing strategy was doing. I referred to what they were using was a…. “Trotline Marketing Strategy”.
Now, for those of you who do not know what a Trotline is here is a definition.
A trot line is a long heavy cord with a large number of fish hooks dangling from it. The Trotline is generally connected to an anchored on one side of a channel of a lake or river and then stretched across the channel held up with floats so the hooks do not drag the bottom. Each hook on the trotline is baited in hopes a fish swims by. The purpose of the Trotline is to be able to bring in a high volume of fish in one setting. You set the bait in the morning and at the end of the day you run the Trotline to see what was caught.
Trotline marketing is a campaign where the business places advertisement across their market in hopes a customer will walk by and decide to buy.
Just like the fishing trotline, if the fish are not in the channel (Market), or if the bait is wrong for the fish, there is no fish to be caught.
Same goes for the business who uses Trotline Marketing. If they are marketing in the wrong place or attempting to deliver their message in the wrong format there will not be any customers buying from them that day. Businesses set their advertising message all across the market then wait for a customer to “get Hooked” and call or come into the store.
Odds Are Bad
Trotline marketing works for some businesses, but very few of them actually close as many deals as they could if they used a strategy based on their Brand.
A video centric digital marketing strategy allows the business to deliver their product or service message to consumers in a more accepted form. Video’s reach a larger consumer base and, if produced correctly, will stimulate consumer buying.
Let SyncLab Media help change your Trotline Marketing Strategy to a video centric digital marketing strategy. Call us today to schedule your session.