mbi Marketing

… make your future incredible!

G’day [promotion]

Hi mate.

You know what, I thought about calling the first post “Hello world”, which would be poor marketing on my part. This column is for bits and pieces of basic marketing stuff. This comment is an example of: P for promotion.

You can see quite a bit of material on creativity in marketing, especially in the promotion.  Will your customer notice you if your ‘creative’ statement is outside his or her  “sense-making model“?

I want to give you a good yardstick to self-check your promotions: W I S H ?

  • What — Means His or Her personal benefit and value to that person.  This isn’t necessarily your product or service either.
  • Is  — Indicating now or in the near future.   Your reputation is only as good as the experience with next thing this individual buys from you.
  • Sensible  —  It has to make sense to the customer (not necessarily to you).
  • Her or Him  — Your customer.  This is an individual, who is someone, decidedly not you.

When you can continually fulfil your customer’s WISH in fact and not just on the box or the poster, you are well on your way to building a strong business.

Imagine you are my customer, does WISH make sense to you?  Hopefully you have questions and comments.  Sense-making involves you answering your questions.


2953 December, 2008 - Posted by | marketing, Promotion | , , ,


  1. […] W.I.S.H. […]

    Pingback by mbi knowledge « mbi Marketing | 2047 February, 2009 | Reply

  2. […] W I S H […]

    Pingback by Sharing the Love [product] « mbi Marketing | 2322 April, 2009 | Reply

  3. […] Media selection is about the message and the promotion.  “Media” isn’t an answer, it is just one of the questions in your promotional mix. W I S H […]

    Pingback by Engaging with Social Media [Promotion] « mbi Marketing | 2804 May, 2009 | Reply

  4. […] Innovation is needed to keep afloat. I’m not saying “to be ahead“. Design and creativity are essential for 21st Century sustainability and survival. W I S H […]

    Pingback by Creativity and Innovation [product] « mbi Marketing | 1035 July, 2009 | Reply

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