Archive: February 2018
February 14th, 2018

What can the Donner Party teach you about Marketing? Well, chew on this…

In 1846, a group of pioneers led by George Donner set out for California from Independence, Missouri.  Looking to reach the golden state more quickly, Donner chose an unproven shortcut, stranding the travelers in the Sierra Nevada mountains in the middle of winter and resulting in the death of nearly half the party.  Many survivors turned to cannibalism.

The beginning of a new journey is exciting, but we must guard against making the big — what Mortar calls — Strategic Decisions too quickly.  The best path often needs to include asking what if? What might happen if we actually succeed? Or fail? What happens next?

Avoid unwanted A-ha moments by gathering your team to tease out the possibilities before you hit the road – and make sure to pack some hot sauce just in case. Need better directions? Drop us an email: heythere@mortaragency.com

February 6th, 2018

Will your marketing be Titanic in 2018?

Marketed as unsinkable, the RMS Titanic set sail for New York from Southampton, England on April 10, 1912.  To differentiate itself from the competition, Titanic’s owner, White Star Lines chose increased size and opulence over basic safety measures—a decision with tragic consequences.  Four days later, the famed Titanic succumbed to the icy depths of the North Atlantic, taking 1500 souls with it.

Every Strategic Marketing Decision (the first tenet in Mortar’s approach) holds massive potential, and risk, and leads to a different A-ha Moment (tenet #2).  The mistake is not exploring these steps BEFORE you go to market.  Had White Star thought differently about the decisions it made on the drafting table, it might never have become synonymous with arrogance and poor planning. 

The best way to avoid a similar wreck is to engage with Mortar and shore-up that strategy. Check out some of our most successful strategies–and the matching A-ha–right here.