As I crossed the border into Mexico, I could not help but think about Macro Marketing. First, let me say I really love coming to Mexico and I have spent nearly two years of my life living in Mexico on and off. But since I have specialized in marketing, this has been my first trip back.
Never before have I thought about marketing in such a broad sense. Forget advertising. Forget social networks. What is the macro experience you are creating?
The moment I crossed the border into Mexico I experienced uneccessary stress. Poor directions, rude behavior (that I never encounter further south) and extra expenses and hassles. Certainly getting back into the US is not always a picnic either.
I applaud Mexico for the commitment to create great, safe highways. I would also make the experience of entering Mexico one that made people feel welcome and wanted.
Marketing is as much the product as it is the message. When you have a big, complex product such as a country, focusing on first impressions seems essential.