In the early 1980s I worked at the Young & Rubicam Advertising Agency in Latin America and one of my clients was a P&G brand. I was very new in the advertising field and I didn’t have much marketing savvy. As part of my training, I was invited to take a course at the P&G headquarters. Not only did I learn a few basics to assist me with my new job, but what I learned changed the whole way I approached a creative and marketing strategy.

Lessons learned from Procter and Gamble

These lessons are still relevant today even with all the new technology. They are simple, not at all sophisticated and they can make a big difference in getting results on the job. I will share 4 of the most important ones

  1. Plan, plan and then plan again. They say “man plans and God laughs”; not the case here even if something gets in the way of your master plan there is always a plan B. In marketing it is essential to have a good grip on the direction you are taking.
  2. Have a clear-cut objective for your brand. What exactly do you want to achieve and what are your brand expectations? Many times we go all out with a marketing plan without having a clear understanding of the product or services at hand. Take some time to analyze your brand’s needs and unique selling proposition so that you can better communicate with your audience.
  3. Define your target market. Who are you talking to? With today’s new technology you have the advantage of being able to test out your new products via social media and get feedback, thus allowing you to determine who are your possible targets.
  4. Implement. Create an action plan that will get the most exposure for your brand; engage your audience; offer quality, value, excellent customer service and follow-up; offer incentives and special promotions; and leverage and partner with your networks – social, retail, and etail.

Your brand’s reputation is sacrosanct. Be consistent in your messaging and you will create a loyal customer base that will help sell your products.

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