Column: Marketing strategy trumps advertising alone

This column, written by David Yeghiaian and published in the Green Bay Press Gazette on Nov. 22, reinforces our belief that effective marketing and public relations is necessarily preceded by a well thought out strategy.

Tidbits from Yeghiain's column include:

- A marketing plan is a comprehensive view of all your marketing efforts.

- A marketing plan allows business leaders to align products/services with advertising dollars, resulting in impactful marketing tactics to reach the right audiences.

- Without a plan, delivering your organization's brand message involves expensive guesswork.

- To create and ensure organization and customer alignment, a successful marketing strategy must acknowledge customers' perception of your organization.

Click here for the full column