Market Like a Tiger in 2010

by Jennifer Beever

The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals. The attributes of the tiger are tenacity and verocity, perfect qualities for marketing in today’s economic environment.


Merriam Webster defines tenacious as: 1 a : not easily pulled apart : cohesive; and 2 a : persistent in maintaining, adhering to, or seeking something valued or desire.

What does it take to be a tenacious marketer?

  1. Identify business goals that you need to achieve. You’re at Point A now. Without goals (Point B) you not only can’t determine how to get where you’re going, but you don’t even know where you’re headed.
  2. Have a marketing plan. You won’t be “easily pulled apart” if you have a written, strategic marketing plan. Stick to a plan instead of operating by a seat-of-the-pants approach.
  3. Dare to innovate and take measured risk. Marketing has changed phenomenally in the last ten years. Are you still stuck in 1999? 1989? Learn new tactics and new technologies that will get you where you want to go faster and more cost-effectively, including social networking, search engine optimization, and inbound marketing.
  4. Eliminate marketing tactics that don’t produce results. When tigers are hunting, if they don’t succeed, they starve. They don’t waste their energy chasing anything but dinner. Track your marketing results, and if certain marketing activities don’t produce what you need, eliminate or change them.

Photo by Keven Law on Flickr,   CC BY-SA 2.0


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