Horses and harmonious marketing


When it comes to marketing, many companies will do a little bit of advertising and the odd press release but it is a hit and miss approach. It’s all about balance. The better the balance, the better the results. When a horse and rider are unbalanced the harmony is broken. The same is true when the different elements of marketing are not brought together in a coherent manner. The message becomes disjointed and because the audience doesn’t understand it there are no tangible results. Like some riders, organisations will be tempted by falsely marked paths that promise results quickly. A few will be tempted to try them in order to get a quick win, and while it may provide a short term gain, it’s not a strategy which will work in the long term. In common with dressage, communications and marketing should be a journey. If it is planned strategically and with purpose it can have a significant impact and make an organisation stand out from the competition. Those who treat marketing as individual projects will continue to be disappointed by the results, perhaps wondering why it isn’t working.

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