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DISCOVER THE
RESONANCES
The core values of people and
their attitudes toward
marketing
advertising are changing with a
continually increasing speed. The cooperation between commercial
and non-profit organizations has become an important part of
their marketing strategy, to show Corporate Social Responsibilty
(CSR) for instance. At this point one could ask: is CSR
marketing at all, or “just” charity work?
D on't
you think that
almost anything
you see, hear or sense
in our world is marketing
in
a way or another.
The business environment of commercial and the operational
environment of uncommercial organizations changes rapidly, the consumer behaviour is changing uninterrupted,
the target audience’s field of interest is splintering in
smaller and smaller pieces...
Every organization have to find new
ways to approach their target audiences, and begin to search for
new communication channels to get their messages forwarded to,
not only their target groups but, to single personalities as
well.
When the marketing costs are
continually expanding, Co-marketing in all of its forms is
becoming more and more important. Different forms of
Co-marketing are among others are Co-promotion, Cause Related
Marketing, Event Marketing, Sponsorship, and Compositioning
about very few, even marketing professionals know so much about.
(Image: compositioning - International art exhibition, hotel
chain and a wine importer)
As you all very well know, Ad-agencies sell ads, Media-agencies
media, and the PR-agency public
relations services At the same time marketing manager jumps back and forth to
the Ad-agency, the PR-manager to the PR-agency. Everyone fights
each other to get their own ideas through in the process, and to
keep their post in organizations.
Create Harmony trough Dissonances
Because of these cold facts; to
create cost-effective integrated marketing communication wholes
is just an impossible formula. By this marketers ends up too
often to be happy with good results, when even excellent results
would have been possible to achieve
(case-study:
www.sicusynergy.org/ars.htm)!
Here’s in where SICU Synergy
Solutions jump in picture. To Connect the Unconnected! With a
lot of Know-How and Experience of Unconventional Marketing
Methods, Ad- & PR-agencies,
Arts,
Sports and Culture, Commercial and
Uncommercial organizations, and with a huge amount of networks
and contacts all over the world.
SICU is
founded in that spirit of exploration - to bring together
different creative
and professionnal disciplines,
and to discover the resonances and dissonances between them.
When institutions were important,
the individuals got what suited best for institutions. Everyone
got the same stuff. This is NOT the case anymore. The tendency
toward carefully segmented and personated marketing is not a
disconnected commercial outline. It is a part of the social
change of today, in where the single consumer is the skipper.
Collaboration is the New Economy!
THE DEVELOPMENT OF
MARKETING FROM ONE DECADE TO ANOTHER
It has been seen that every decade
increases one outstanding thought to devices in order to obtain
advantage on the market by building-up new ideas and concepts
upon old.
 1960’s:
the focus was in a good product, and keeping the expenses as low
as possible. Who could use the mass media, and
make
an appeal towards a homogenous target group were the winners of
the day. Jerome Mc
Carthy presented that the marketing-mix is composed of 4-P
(product, price, place & promotion).
1970’s: Philip Kotler & Company
developed the concept of marketing. Organizations that paid
attention to the divergent needs of different market segments
made excellent profit.
1980’s: was the time to deliver a
sermon about the importance of quality and service. The 80’s was
also the time for the marketing of the special sector, and the
time of a continually search for smaller client segments.
It was even then ‘above- and below the line’ methods were
discussed. In the end of the decade thoughts about integrated
marketing communication were presented.
1990’s: The development of this
decade represented a constant change from mass marketing towards
segmented and personated marketing, which identified and
accepted the interests of single individuals.
2000’s: The professional marketers
have to act in front of continually changing challenges. We’ve
to make our agency and media decisions in an environment where
the costs are continually expanding.
SICU is
looking professionally talented individuals to build-up
an amount of
SICU
Service Cluster
teams
and think tanks
all
over the world, who could work together to fulfil the specific
needs of single customers - over all thinkable borders, from this
very point of time long into the future.
Collaboration is
the New Economy!
The
Art of Learning and Manifesting your True Potential
(A book
about learning to win by Cristina Andersson)
The
Winning Helix
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