“Shrek” is one of my favorite movies. I especially like the exchange between Shrek and Donkey, when Shrek compares Ogres with onions. If you don’t remember the exact dialog, you can get the transcript from The Internet Movie Database imdb.com, a fabulous source for all you movie buffs out there (warning: it’s pretty fun to explore, so only go there if you have time!). Here’s the clip:

Donkey, of course, doesn’t get it and responds with his own example of a layered thing, “Parfaits have layers, why can’t you be more like a parfait?”

Like Ogres, onions - and parfaits - good marketing programs have layers, too. Marketing tactics, taken individually in one shot will not drive sales. Rather, the layered approach works best. Direct mail, layered with a follow up e-mail push, followed by a trade show appearance, layered with a relevant press release, will hit prospects in several places in a short period of time. Layered together, these tactics create an overall impression and raise awareness, which sets the stage for a sales person to engage with the prospect.

Not quite the kind of layers Shrek had in mind, but, like Donkey, I enjoy taking a metaphor in my own direction!