Tools of the trade

A few “tools of the trade” for caretakers of marketing events and experiences:

SWOT | Helps to determine the competitive advantage (or disadvantage) that one faces as well as the challenges and possible opportunities to pursue.

  • Strength
  • Weakness
  • Opportunity
  • Threat


STEP | Used to build an assessment and context of the landscape in general, and competitive landscape in particular. This is the realm in which change and Janus Moments occur.

  • Social
  • Technical
  • Economic
  • Political


Marketing Mix (the P’s) | When I started business school there were four, then 6, then 7. These are the way to differentiate your product or solution.

  • Product
  • Packaging
  • Price
  • Promotion
  • Placement/Physical evidence
  • People (sales)
  • Process


TRDOM | Successful marketing means a lot of things to a lot of people – brand, leads, etc. But I have found that the phrase TRDOM to be both memorable and helpful in ensure effective marketing

  • Targeted | Who are you trying to reach and with what message, call to action? What are you trying to do? This should include a targeted Audience and Objective.
  • Relevant | How are you being relevant to their needs, wants, desires. Is your Message and Medium appropriate and compelling?
  • Differentiating | How are you different from other solutions, alternatives? What makes you stand out.
  • Orchestrated | Are all the marketing, sales, and execution touch points aligned?
  • Measured | How do you know you are reaching your objective?







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