When the circus comes to town
Something a little fun for a Monday...
When the Circus Comes to Town
If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday", that's advertising.
If you put the sign on the back of an elephant and walk it into town,
that's promotion.
If the elephant walks through the mayor's flower bed, that's publicity.
And if you get the mayor to laugh about it, that's public relations.
If the elephant walks down neighborhoods with more children than the rest and a higher # of former circus attendees, that's segmentation.
If the town's citizens go the circus, you show them the many entertainment booths,
explain how much fun they'll have spending money at the booths, answer their questions
and ultimately, they spend a lot at the circus, that's sales.
And, if YOU planned the whole thing, that's MARKETING!
Advertising simply does not work as it used to anymore. It is an ever shrinking component of the marketing plan.
The consumer is frankly completely and totally overwhelmed. We have to be relevant, emotional and sustained!
I wish I could take credit for this masterpiece, but I can't. I don't know who wrote it - but the message is no less profound or true.
