Marketing Schemes

I got this one from the Tom Peters Summit this past weekend in Vermont. Tom was talking about the importance of companies developing "marketing schemes" instead of marketing plans. Marketing plans tend to be very static and are either followed to the letter, despite the dynamic nature of the marketplace, or are developed and put in a binder on a shelf where they look nice, take up a lot of space and do nothing to help your business succeed. A "marketing scheme" on the other hand, by its very name implies that it is dynamic and includes more than just some standard set of marketing "deliverables". So ask yourself; "what is my marketing scheme?" it may be the best thing you ever did.