Magic Fairy Dust – The New Marketing Strategy

January 19th, 2010 by Rob Berman Leave a reply »

Magic Fairy Dust – The New Marketing Strategy

Jack Webb played Sergeant Joe Friday on the TV show Dragnet.  I did not see the original shows as a I kid, but really enjoyed them as an adult.  Sergeant Friday had one great line attributed to him, “Just the facts ma’am”.

I was reading the Wall Street Journal recently when I discovered the newest marketing strategy – Magic Fairy Dust.  The article explained how a large sophisticated company is planning to dominate their market segments.

I have worked in Marketing for many years and appreciate a good marketing strategy.  Especially helpful is when a corporate executive clearly articulates the marketing strategy.  Just the facts ma’am.

Discovery Communications

Discovery will be replacing some of its smaller less well-known networks with two new ones: the first in partnership with Oprah Winfrey and the second with Hasbro.

David Zaslav, Discovery’s Chief Executive Officer describing the challenge noted, “If we can make some lesser-known brands or assets really grow it has a significant impact on our opportunity for growth”.

Robert Ligouri, newly named Chief Operating Office of Discovery Communications will have a key role across Discovery’s numerous networks.  Mr. Ligouri is quoted as saying that, “The biggest challenge is having the magic fairy dust.”  He added, “I’m pretty confident that we’re going to be able to mine some of that.”

The Takeaway

It is important to take the many steps to develop a comprehensive Marketing Strategy.  By all means make sure that your employees do not spill the beans to the press and let your competitors know what your Marketing Strategy is.

That is what is on my mind.  How about you?

1)      Do you have some magic fairy dust for your Marketing Strategy?

2)      How much of your strategy do you share with the press?

3)      For how many years does your Marketing Strategy extend?

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