"Running a successful marketing campaign is like building a bonfire. One stick does not make much of a fire.
One website cannot reach your market all by itself. One magazine ad does not get your message across. But if you combine an accurate web site, an informative blog, a print campaign in quality titles, compelling direct mail, targeted email campaigns, boat show participation where you meet potential clients face-to-face...now you're getting warmer.
Each of these elements is like a stick for your bonfire. But if these sticks are just scattered here and there, dropped at random, they will not be effective. Individually, they sputter out without notice. You've got to gather all of your sticks into one place. Combine your efforts with the goal of supporting your brand and getting your message out there.
Everything you distribute must contribute to your brand. Gather all of your sticks together with that purpose in mind. Create one big bonfire. That will give your message the energy it needs to be visible and effective. Light a big fire and really get noticed." — Tracy Datlen, August 2009
This is an excerpt from a presentation by Tracy Datlen on the subject "Web, Print, Branding and Luxury Marketing" given at the August 2009 Florida Yacht Brokers Association Charter Seminar in Fort Lauderdale. Bonfire photo was taken on Block Island by Charles Datlen.
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