Have you ever sat on a bar stool that was missing a leg? Probably not because it wouldn’t be standing.
How annoying is it to sit at a wobbly table where the legs aren’t all the same length. Very – I hate spilling my beverages!

Almost without exception, you need at least three legs to create a sturdy foundation whether it is a bar stool, a table or your marketing plan. And they need to be balanced.

So, as you put pencil to paper (OK, cursor to screen) to develop your marketing plan, keep these three simple concepts in mind because they relate to interaction with all of your key constituents whether they be your associates, customers, distribution partners, members, volunteers, donors, whoever.

INFORM – Make certain that you clearly communicate the brand promise of your product or service to customers and what you expect from channel partners and associates.

EDUCATE – This is the leg that is often cut short. Clearly convey to customers the features, attributes and value of your products and services. Demonstrate, illustrate or sample as appropriate.
Train associate and channel partners so they are comfortable interfacing with customers and telling your story, how you need it told.

MOTIVATE – WIIFM (What’s In It For Me?). Make sure you answer this key question from your constituents’ perspective.

I have successfully applied this approach in my work with employers and clients including DAY International, Moto Photo and The Schwan Food Company.

How solid is your marketing foundation? Are you on stable ground or is your plan wobbly, teetering and in danger of toppling?

Chuck Bertini 

P.S. For a really stable foundation, add a fourth leg…recognition. A little goes a long way.