Marchand--Assessing Parts, Developing Programs

Here's an idea for a marketing activity so obvious, it's easy to overlook. So basic, it works for all kinds of graphic arts operations.

Most companies define their programs as the sum of their marketing activities. Asked about programs, more than a few marketing and sales executives respond with a list: a company brochure, several mailed pieces, a Web site, a newsletter, lead generation activities and an annual open house—programs found at many companies. Do these add up to a marketing program? Maybe so, maybe not.