“For I know the plans I have for you, plans to prosper you and not to harm you, plans to give you hope and a future.” – Jeremiah 29:11

We took a break last week to propose specifically that the establishment of a public-private sector Trust was an urgent appropriate change in strategic governance direction to pursue towards a sustainable Caribbean airline solution. Today, we shall focus on innovative disruptive marketing of an existing or  startup business.

The medical analogy between the sustainability of the systems of the human body and the systems of a business is fascinating.

So far, in this disruptive innovation series, we noted that, in the same way (1) the skeleton and muscles provide structural stability for the human body – a disruptive innovative governance business system creates a sound foundation to give structural stability; (2) the skin, hair, nails and the immune system provide external and internal protection, respectively, for the human body structure – a disruptive innovative Investment finance business system is needed to protect against the risk of demise; (3) the brain, lungs and cardiovascular system give life to the human body – a disruptive innovative marketing system injects life in the business and generates sales.

The purpose of the marketing system is to help build brands and communicate with target audiences, through the media, to generate sales. The available media, which include radio, television the press and out-of-home advertising on billboards and public spaces, have the power to reach broad or specific markets.

Communications links between the business and the consumer are necessary to identify the needs of prospective consumers and satisfy them. When satisfied, these customers will give you repeat business and recommend your products and services to others. Marketing, which comprises public relations (PR) and advertising, has changed significantly over the years.

Public relations services establish a link between the business and its various publics, through news releases to diverse media, to create a positive image for a business. It is a dynamic activity which often includes crisis communication to ensure that continual harmony is maintained. PR is about sharing news with the media, through releases and pitches about the business, but there is no guarantee that the media will carry the story. It is therefore important that you select a public relations consultant or agency with a good reputation and track record of earned media success.

Advertising, on the other hand, is about paying the media for space to convey the appropriate message.

However, with the advent of internet marketing, the channels of communicating with the consumer have changed drastically. Digital PR and advertising are now pervasive and offer businesses amazing disruptive innovation opportunities to target consumers instantaneously and specifically. These channels, with excellent shepherding and smart media selection and buys, can be both cost efficient and effective. What is key is the synchronization of our message across all media to increase brand awareness and promote specific events and/or special campaigns.

Our marketing must be guided by a framework to respond to all potential markets, positive and attractive packaging, good value for money, timely access to information and a continually evolving strategy to keep the message fresh, relevant and effective.

We must think positively knowing that there is Divine guidance to prosper us and not to harm us, plans to give us hope and a future.


(Dr. Basil Springer GCM is a Change-Engine Consultant. His email address is basilgf@marketplaceexcellence.com. His columns may be found at www.nothingbeatsbusiness.com/basil-springer-column/ and on www.facebook.com/basilgf).