Marketing and Communication-What Would Shakespeare Do?

Imagine William Shakespeare leading a small business like the Globe Theater today. What would the Bard and his executive team think of marketing and communication in the here and now? Maybe something like…

To tweet or not to tweet – that is the status: Whether ’tis nobler in the daily deal to suffer the blog posts and instant messages of outrageous customer reviews or to take up targeted location-based mobile ads against a sea of competitors and by gaining top Google rankings through optimization, end them.

Small business people I meet truly struggle to prioritize the marketing and communication tools at their disposal. No sooner do they decide to invest time and/or money, they get opposite feedback on the worth of the decision.

A few days back, an article detailed the end of HP’s tablet program with the open question of whether any company could defeat the iPad. One Steve Jobs resignation later and there was panic in the (Wall) street. Even at Apple, some change is inevitable.

Another opinion piece declared text messaging dead. But, then came a very intelligent post from Mark W. Schaefer, author of “The Tao of Twitter,” who furthers the idea that text messages could be the final frontier for Google amid its purchase of Motorola Mobility.

I support historical theory that the fast flow of development is in many cases the bridge to the next product. Wireless technology is the obvious example that better devices, products and applications have, and will, erase other footsteps.

What’s my common thread? Readers of this blog know I emphasize planning. That is what enables you to identify and evaluate tools measured against project and business goals. Not every business should use every tool that comes along.

Finally, in the spirit of my recent post about real communication, don’t limit your planning to rhetorical conversations with a skull like Shakespeare’s friend Hamlet. That’s one explanation of this communication vacuum which has affected the relationship between Chevrolet and its agency Goodby, Silverstein & Partners.

Open and honest group communication, while sometimes a narrow tightrope, can promote good decision-making if done with the plan in mind. That marketing script will help your small business determine what to be, or not to be.

Avoid “The Comedy of Errors” and get your ideas on track. Contact Glenn Kass and Catch Driver Marketing at You can also find Catch Driver on Facebook ( and Twitter (@CatchDriverMktg).

About catchdrivermarketing

Catch Driver provides marketing and communications services/consultation for small to medium size businesses and non-profits. The "Your Ideas...On Track" slogan means helping organizations and business owners with projects they want to do, but lack staff and time to execute themselves, and working to drive them to a successful outcome. See more at
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