The Queen: It’s a poor sort of memory that only works backward.
– Alice in Wonderland
Why Alice Can Teach Us A Thing Or Two About Marketing
In 1865, a mathematician/logician by the name of Lewis Carroll decided to take a crack at writing and ended up penning an innocent children’s tale that has become a literary classic. ALICE’S ADVENTURES IN WONDERLAND has grown in stature over time because it improbably bends creativity, wit and logic in directions that, on the surface, seem inconsequential and nonsensical. But ALICE is ultimately much deeper, on many levels, than simply entertainment for children.
As a matter of fact, Alice has a great deal to teach us about marketing.
Think about it. It can be argued that marketing professionals daily encounter many of the same challenges Alice faced when falling down a dark rabbit hole, trying to make sense of impossible situations, searching for meaning in a sea of illogic, attempting to reason with unreasonable authority figures, and looking for ways to help people who don’t fully realize they need help, nor appreciate it when they receive it.
Sounds like a typical day in the marketing department to us.
ALICE IN WONDERLAND is a different kind of children’s book. When viewed afresh through the eyes of a different kind of ad agency, it becomes an important learning resource for marketers.
Alice: Would you tell me, please, which way I ought to go from here?
The Cat: It depends a good deal on where you want to get to.
Alice: I don’t much care where.
The Cat: Then it doesn’t much matter which way you go.
– Alice in Wonderland
It All Starts With Strategy
Strategy is king at Love Scott. Smart marketing begins with questions and a single-minded commitment to discovering the answers. The homework always gets done and a strategic direction is agreed upon before production ever begins on marketing materials. To us, the big idea is to outsmart the competition, not outspend them.
Alice: I didn’t know that Cheshire cats always grinned; in fact, I didn’t know that cats could grin.
The Duchess: You don’t know much; and that’s a fact.
– Alice in Wonderland
The Homework
Our consultative process is information-driven. We like to base our product on facts rather than assumptions. Specific, relevant answers to perception issues are easy to find if you know where to look. Want to know what your prospects are thinking? Simply go to them and ask. It’s called research and it’s always the best money you’ll spend in your marketing budget. We are a very research-friendly agency.
