Why the Street Pays Attention to Your Marketing

24 March 2010

Does the Street care about the front line marketing of your company (branding, promotion, etc.)?  Do they care about your logo, your latest Super Bowl ad, or what super model is promoting your product/company?

I would say yes, but only if your front line marketing is driving exceptional performance.

The great example of this is Aflac and their use of “the duck”.  As was featured in a recent article in the Harvard Business Review, “the duck” was a game changer for Aflac.  What seemed like a weird and whacky ad campaign idea turned out to be the driver for Aflac’s growth over the next 7 years.

7 years after the launch of “the duck”, Aflac’s market cap increased by over 200%.

In three years, sales in the United States doubled.

In two years, name recognition was up 67%.

Sales and market share in Japan exploded.

Today, “the duck” has over 170,000 fans on Facebook.

The company, and more specifically the CEO, took a big risk. That risk paid off.

Great marketing strategy, great marketing execution, and great results that drive overall performance – the Street cares about this.  Don’t be surprised the next time an analyst asks about the details of your upcoming promotional campaign.

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