The same with marketing. When you are marketing you are fishing for paying clients. So lets take a look at the basic process of how a fisherman goes about catching his fill.

1. What type of fish do you want to catch. We call this is a “public” in marketing. You need to know their demographics, where they swim and what they will bite on. you need marketing research.

2. What is the local hatch. In other words, what is the localized interest that will cause interest and bites.

3. What techniques does a fisherman use to make the catch? We call this marketing acumen and skill.

4. Does the fisherman catch and release, or does he keep the catch? We call this business development and closing.

To increase your ability to market and make good money, or catch the big fish, you need to market to your target market and do so successfully. Fish where the fish you want are.

Best, Edwin Dearborn

The $1 billion marketing and advertising plan is 30 percent to 40 percent more than Toyota typically spends in the quarter, Miller said. The plan comes as Toyota struggles with its worst downturn since it was founded in 1937 and is expecting to report a loss for the second straight fiscal year.

Toyota has made the bold and correct move that all companies need to follow. Moreover, long term studies have shown conclusively that those who promote when things are in emergency will emerge with a larger market share. Not that GM is government run, they will fall behind in bureaucracy.

Best, Edwin Dearborn