Tag Archives: ning

An Olympic Sized Marketing Problem for China?

XHZLC40 Fire Escape MaskAre the Beijing Olympics headed for an opening ceremony marketing problem? Today’s Wall Street Journal raises the specter of athletes wearing masks to the opening ceremony and causing China to lose face. Other blogs and sources are starting to pick up on this.

What if 10 or 20% of the athletes in the opening ceremony parade walked in wearing face masks to protect themselves from the pollution and, ultimately, their chance at an Olympic medal? What does that say about the Chinese government? Do you want that imagery tied to your brand, after paying tens or hundreds of millions to be the official X of the Games?

Do you have a contingency plan in place? What will you say when images of mask-clad athletes in the murky Beijing air, in front of your expensive banner, are transmitted to the world?

Just a thought and one I haven’t fully wrapped my head around yet. I’d love to hear your thoughts.
Creative Commons License photo credit: upton

Marketing Plans or Preparation? There's a Difference.

finest laid plans

You plan for offensive operations, while you prepare to play defense.  You’ll find this concept in both warfare and sports, and it’s applicable in business as well.

I much prefer playing offense, because that’s where you score and generate revenues. A strong business offensive plan also limits the amount of places you’ll need to prepare to play defense, freeing up more resources for–you guessed it–playing more offense.

What’s an example of planning as opposed to preparations in a marketing context?

A great example can be found in the United States Postal Service and the annual postage increases.  If you’re using direct mail as a marketing channel, you can be sure of two things:

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