Traffic Lights Exercise.
As with many of the tools and techniques considered on Marketing Teacher, traffic lights is a simple and effective approach. It’s just like the traffic lights exercise that are seen in millions of streets throughout the world, and is a basic metaphor for red, amber and green. Red means ‘let’s STOP it,’ Amber means ‘PROCEED WITH CAUTION, but make some improvements,’ and Green means ‘Go’ or ‘Let’s carry on with this activity.’
Traffic lights is a creative marketing tool that can be used in a number of ways.
The starting point is to decide upon an activity on which to base your traffic lights exercise. Some examples include:
Okay, now you’ve read the lesson, have a go at the exercise (with answer).
So let’s consider a company called Serendipity that markets Ski Wear. Serendipity conducted a traffic lights exercise upon its core marketing activities. Marketing managers and interested individuals from purchasing, sales management, finance and R&D met in a training room, and recorded their views under the headings red-amber-green. The results are as follows:
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