Beyond the Buzzwords: Crafting a Marketing Strategy That Actually Works
By: The Chief Honker at Quack the Algorithm, your friendly neighbourhood Canadian marketing firm Let’s cut the crap, eh? As the proud owner of a marketing firm nestled somewhere between a Tim Hortons and a moose sanctuary (okay, maybe not that close), I’ve seen every marketing trend come, go, and occasionally return with a slightly different haircut and a new LinkedIn bio. From “synergy” to “disruption” to whatever the heck “growth hacking” was supposed to be (still unclear if we were hacking growth or just hacking at it with a rusty spoon), I’ve heard it all. And I’m here to tell you that buzzwords don’t build brands . Strategies do. And maple syrup. But mostly strategies. Step 1: Know Your Audience (and No, “Everyone” is Not an Audience) If I had a loonie for every time a client told me their target market was “everyone,” I’d have enough to buy a new canoe and paddle straight into Lake Disappointment. Your product is not for everyone. My Uncle Gary still uses a flip ph...