Your marketing: an assortmentof at least twenty weapons.
Now, twenty is a pretty ambitious goal, even for companies that are avid marketers. Especially considering that the classic marketing book was written long before the advent of social media and blogs, so he wasn’t talking about simply writing twenty blog posts or creating twenty social media profiles.
ABCI sometimes suffers from the cobbler’s shoes syndrome, (like the legendary cobbler who was so busy working on projects for clients that didn’t have time to make shoes for his own family) but we are obligated to be a good example of marketing behavior, so we’ll take a stab at listing our marketing “weapons:”
. . . we could start counting individual blog articles and other individual campaigns designed for specific purposes . . .but we’re stretching at this point.
While we agree in principle that most companies don’t do enough different kinds of marketing, we believe it is more important to have each of your marketing weapons well-maintained and aligned as a part of a total marketing system that produces predictable results.
It is more important to have a complete, diverse, and aligned marketing system than to have any particular number of “marketing weapons.”