Some of the best advice I received was to “simplify, simplify, simplify.” Organizations in the business-to-business world that are not targeting an end-consumer sometimes over complicate program development, program components, and don't do enough program measurement. You need to integrate to make every dollar spent generate five dollars of marketing value. I always advise my team members or consulting clients to take components of a program and integrate them across the marketing mix, because that is where they are going to receive the most leverage. The best programs are often the simplest programs.
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12/08/2009
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