Marketing Management System and Broken Window Theory
The theory of broken windows is a criminological theory that considers minor offenses not only as an indicator of the criminogenic situation, but also as an active factor affecting the crime rate in general. Formulated in 1982 by American sociologists James Wilson and George Kelling. The name comes from a typical example of the theory, given by the authors: “If one glass is broken in a building and no one replaces it, then after a while not a single whole window will remain in this building.”
What does the marketing management system have to do with it?
In fact, the theory of broken windows has been successfully applied in control systems.
The classic story of how crime was reduced in New York when they started to punish for minor offenses perfectly shows how everything works. The classic marketing management system (this is true for other departments and for the enterprise as a whole) looks like this
Analysis – Planning – Implementation – Control.
At any stage of this cycle, minor problems and inaccuracies may arise, the consequences of which will be very noticeable.
Let’s give an example.
You prepare advertising materials, you have a checklist that is checked. Verification of contact details is especially important. To do this, be sure to follow the link and make sure that it works, physically call on the phone and make sure that the number is correct and it works, write to the specified e-mail and make sure that the letter has arrived, check the spelling, syntax and punctuation, and ideally this should be checked by a proofreader.
But your subordinate was too lazy, he said that he had checked everything, and he himself hoped for chance. The first time everything went well.
The second time, he also did not do half of the checks from the checklist, but then you are surprised to find that advertising does not work. You start to figure it out and it turns out that the link is incorrect or the phone number is incorrect. The budget is wasted. It is good if you find it quickly. And if in a week? Now calculate the possible losses. The mistake in the details seems very small and funny. But it has big consequences.
This situation could have been avoided by clearly following the steps described in the checklist. But the subordinate does it. How can I check this? It’s very simple – just take it and check it. Sometimes totally, sometimes selectively. And, having discovered an inaccuracy, be sure to demand its correction. And the reaction for breaking the rules must follow. In this case, in the future, there will be fewer elementary jambs, which can subsequently lead to large jambs.
In branding, they often make a classic mistake – when creating a brand, they do not pay due attention to checking the name at the naming stage. As a result, all brand development becomes meaningless when the owner of another brand, which is similar to yours, comes to you and makes a complaint to you.
Those who want a cheaper logo and come up with a name themselves are at great risk.
How many problems the lack of knowledge of the target audience creates is a topic for another conversation. Article 13 of advertisers’ mistakes describes what little things can seriously ruin your entire promotion program.
There are no trifles in marketing and branding. Every little thing has big consequences. Big starts small. Both great success and big trouble. Therefore, be attentive to the little things, then every small step will lead you to success, and not vice versa.