Marketing is NOT Letters, Emails and Postcards!
September 19, 2010
If I were to ask 100 people to define “Marketing” I’d probably get 100 different answers. The problem is “Marketing” has become a nice little euphemism for dirty words like “advertising”, “sales”, and “di
rect mail”.
I’ve also noticed that all a sudden everyone is a Marketer: I met a guy the other day who makes signs – he introduced himself as a “Marketer”. Then I met a woman who sells online ads, she also identified as a “Marketer”. Everywhere I go I run into people who at first- glance do what I do, but when I dig a little deeper I learn they’re really selling some marketing tool; not actually engaging in the bigger picture – or the process and planning of Marketing.
I’ve been able to forgive sellers of marketing tools for calling themselves Marketers – I mean, everyone is doing it. But then I read an article by the CEO of a very well-known company that is a provider of Marketing tools (they call themselves “Marketers” too). In his article he addressed the question, “Isn’t Marketing and Advertising the same thing?” His response was, “Well, not really. Let me explain the differences. Advertising includes: commercials, billboards, radio, and newspapers. Marketing includes: emails, letters, postcards, and fax.” WHAT??? (Ok, in all fairness, he wrote Marketing “includes” not marketing “is”, but still, he used this example to answer the question, “how are Marketing and Advertising different?”, which leads me to believe that’s the basis on which he differentiates them.)
OK – clearly there is a lot of confusion out there. Marketing and Advertising are NOT the same. Advertising is NOT Marketing. Post cards are NOT Marketing. Signs are NOT Marketing. Emails are NOT Marketing. These are tools used in the process of Marketing. They are NOT, in of themselves “Marketing”.
So then, what is Marketing?
Wikipedia - Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development.[1] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.[1]
American Marketing Association (AMA) – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Notice that neither of these definitions includes the words “email”, “advertising”, or “post cards”? That’s because those things are merely the tools used to create customer interest, engage them and get them to want to buy from us. Take a look at the AMA definition, they state that Marketing is more than the activity of marketing (i.e.: emailing) – it is the set of institutions and the processes for generating interest.
Education is Your Key to Success
I want you to be aware. We all know we need Marketing, but be smart; learn what that really means and don’t just trust any salesperson who calls themselves a marketer and walks into your shop selling the marketing idea of the week. Marketing is a process – it’s not a one-time deal. Buying an ad or a sign or an email campaign without an overall strategy or plan is simply a waste of time and money. Educate yourself – take the time to learn and invest in your business wisely.
Bottom line: Marketing is strategy. It’s an all-encompassing, planning, scheduling, studying, figuring-stuff-out, researching, testing, and practicing strategy. And I don’t mean a strategy for getting a 20% response rate on an email campaign, 100 coupons from a print ad, or 20 referrals from your referral group. Marketing is bigger than that – much bigger. And when done right it will give you bigger results than you’ve ever imagined!
For more information about Marketing and how to make it most effective visit: http://FortuneMarketingCompany.com
Asking for Help: It’s Harder Than It Sounds!
September 6, 2010
How’s business? Not so great? Still trudging along doing the day-to-day and not getting where you need to go? You’re not alone.
When’s the last time you asked for help? I don’t mean asking someone to get the ringing phone or pick up a gallon of milk at Raley’s for you. I mean sticking-your-neck-out-admitting-you–don’t-have-all-the-answers H-E-L-P.
Asking for help isn’t easy for me. For some reason, I’ve always felt I should have all the answers and be able to solve all my problems myself. I was reminded this week – on 3 different levels – that I can’t do this alone- whatever “this” is; whether it’s getting in shape, making a major life change, or building a business. The fact is – this stuff is hard! How can we possibly have all the answers and keep ourselves motivated and see things objectively and keep a fresh perspective and get all of our work done?!? WE CAN’T!!!
Luckily, my help has been kind of just landing in my lap. I won some free sessions with a personal trainer at my gym – that got me started on a new workout regime and out of my rut. My old business coach called me one day just to say hi and she too got me started on a new regime and out of my rut. But what if the help hadn’t just plopped in my lap? Where would I be? How can I learn to recognize when I need help? How do I then admit it and reach out for it?
I decided to go ahead and post this because I know I’m not alone. I’m curious how many other small business owners need help sometimes but forget to ask for it? The fact is, it’s so easy to get stuck and not even realize it. So, I’m calling out to all business owners and asking for your help 
– what do you do to stay unstuck? How do you recognize when you need help?
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+Carolyn Higgins, President of Fortune Marketing Company
- Carolyn Higgins, President of Fortune Marketing Company specializes in helping small to medium sized businesses get the customers they need to sell more, increase profits and achieve all of their business and personal goals. We do this by implementing and managing marketing systems based on data and strategy - there is no guess work. For more information visit us at: FortuneMarketingCompany.com. We'd be glad to help!
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