Propellers and anchors have specific and opposite functions: One is designed to move you, and the other is designed to hold you in place. Being held in place is not necessarily bad, but it is not moving you ahead. Sometimes companies are confused about what is really a propeller, and what is really an anchor.
Here are a few ways marketing components (activities, resources, functions, and channels) can be identified as one or the other:
|Channel Partners||Service existing customers without expanding customer base or product set||Bring new customers and customer ideas to the table; finds new ways to service customers|
|Advertising Agencies||Same ad campaign/ads; same brand look and feel; same media; same personnel||Provide new research-based campaigns/ads; update brand elements; new ways to reach target audiences; new perspectives from new personnel|
|Pricing||Totally predictable without any variation||Test market segments to determine receptivity to new approaches and methods|
|Sales Promotion||Predictable and annually repeated||New timing; new components; new offerings|
|Public Relations Agencies||Same media list; same events; same conferences; same personnel||Introduction to new journalists; identifying appropriate new events and conferences; adding personnel with insight and industry connections|
|Personal Selling||Same sales presentations; same incentives; same personnel||Customer-specific, updated sales presentations; updated salary compensation and incentives; new selling tools|
|Direct Marketing||Same catalog/direct mail piece layout; same copy; same timing; same distribution list||New formats/creative; test different timing; expanded customer list|
Every good ship needs both, but when the progress being made isn’t up to expectations, take a look at the things you’ve deployed in your marketing. What was once a propeller could now be an anchor.