Are You a Small Business Marketing “Gunna”?

November 17, 2008 at 11:00 pm 4 comments

When I was a junior Product Manager, members of the sales force would refer to another Product Manager as “Gunna”. Although I am Australian, I had never heard this term before so I asked them what they meant, thinking to myself was this another corporate term I needed to know. After they laughed at my naiveté they explained that “Gunna” was their slang for “going to “, meaning that the Product Manager was always talking about what he was going to do with marketing initiatives but never actually actioning any of them.

Here are some of the symptoms of being a “Gunna”

  • You only get as far as setting out the title page after attending seminar about the importance of developing a marketing plan
  • You get very excited about your new marketing initiative to retain your key customers, but decide I should review it tomorrow again, for the third time
  • You are too busy being busy to track the effectiveness of your marketing tactics and make changes to actually grow your business
  • A competitor launches a new product or service before you and you say to all your friends or colleagues I thought of this idea a year ago
  • How do you make sure you are not a marketing “Gunna”? Share your tips

Post by Susan Oakes 

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Entry filed under: Marketing. Tags: , , .

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4 Comments Add your own

  • 1. Randy  |  November 18, 2008 at 10:58 am

    Well as marketers we always try to stay keen on latest new trend. I catch myself saying we need to do this or what about this ALL the time. There is always something new that you can set out and do and its hard to know whats best sometimes. My suggestions are below:

    Focus on 1 thing at a time and test new things in small pieces.

    Get your team to agree on an objective and set due dates.

  • 2. Susan Oakes  |  November 18, 2008 at 11:32 am

    They are 2 good tips Randy and and you are right it is difficult at times to know what what is best.

  • 3. Lesley  |  November 18, 2008 at 1:24 pm

    Marketing is commonly referred to as ‘warfare’. Taking on the best strategic moves of warfare when one is responsible for marketing & sales means that there has to be more than one campaign happening at the one time. Image WW2 if the only campaignhad been in Europe – what about Japan?
    So to beat the ‘gunna’ syndrome, I do the following. Quickly draft (on a scrap of paper) the 3 primary flanks that I need to attack, eg competitor activity, new customer acquisition, increased average transaction value. I then again quickly scibble some basic – uncosted ideas- and then decide on ONE only task from these three ‘flanks’ .
    NOW the ‘rubber hits the road’ – commit to ensuring 30% of every day for 2 weeks is committed to this task. As if by magic, it happens, and you enjoy the success – remeber to measure the difference too!

  • 4. Susan Oakes  |  November 18, 2008 at 5:34 pm

    Lesley, your actions show how effectively the “gunna” syndrome can be beaten.


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