It's cold. It's wet. It's windy. How about a fire in the fireplace? How about a frosty glass of ice-cold lemonade? No, wait! You want SOUP! Savory, steaming Campbell's Soup! Okay, you know what you want; now go get it.

That's what the Campbell's Soup folks do. They have a hot marketing strategy, and they follow through with it - tactical detail by tactical detail. Campbell's realizes that the worse the weather, the more soup people eat. But they don't put that knowledge on the back burner - it goes into their recipe for success: Take a pound of information, mix well with strategic planning, turn up the heat, season to taste, and cook till done. Serves millions!

There's a secret ingredient, though. Campbell's has its own professional weather forecaster, who keeps an eye on regional weather patterns. The company buys regional television time in advance, so that as soon as the storm front moves in, the warm-and-cozy soup spots go on the air ... reminding consumers how snug and comforting a cup of clam chowder or chicken noodle can be on a blustery day.

And the customers bite. In fact, over time their response is automatic: clouds roll in, and they start salivating for a steaming bowl of beef and barley soup.

Is your company singin' in the rain?

Are you caught off guard by a change in the weather ... or do you constantly monitor your customers' needs and wants, and plan accordingly? The perfect strategy is of little value if you overlook the tactical details during implementation. If you can think like your customers, you can create - and carry out - a comprehensive, consistent strategy.

Know the "who, what, where, when, how, and why" of your customers' buying decisions; then offer your product or service "seasoned to taste." Serve them WHAT they want for the REASON they want it ... HOW they want it ... WHEN they want it ... and WHERE they want it. If you persevere with confidence, they'll respond with recognition, then respect ... and recurrent business for you. Anyone want dessert?