Marketing is akin to baking a lovely crusty loaf of bread…mmmmm can’t you smell it now?…delish!
They are not.
Marketing is about creating the environment to make the sale.
Not the sale in itself.
If we think of our warm toasty loaf, marketing would be the act of making & baking the loaf while selling would be slathering our delicious temptation with butter and savoring the moment while we stuff it in our face.
Marketing is the recipe. Sales is the consumption.
If you fail to add all the ingredients to your recipe, like a loaf without yeast you’ll end up with a flat tasteless hunk of dough that nobody would want to consume.
To understand your mix, understand that marketing consists of two phases.
Inbound marketing and Outbound marketing
Think of these as the research and delivery phases.
If some of these terms are a little foreign to you, consider it like this:
Assessing and identifying the market that you wish to target.
Identifying the specific need of that market & how you will meet that need.
Fulfilling that need to the customers satisfaction
Continuing to build the customer relationship through ongoing service and support.
While it may seem oversimplified, this really is all there is to it. Then its just a matter of defining your particular strategy around these key concepts.
Getting these right will lead to greater sales and business success.
Below is one of the best analogies I’ve seen to describe the marketing process, that may help you to get the picture on how this all fits together:
If the circus is coming to town and you paint a sign saying, “Circus is coming to Fairgrounds Sunday,” that’s Advertising.
If you put the sign on the back of an elephant and walk him through town, that’s a Promotion.
If the elephant walks through the Mayor’s flower bed, that’s Publicity.
If you can get the Mayor to laugh about it, that’s Public Relations.
If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales
- M Booth & Associates
And the seamless delivery of this whole process is your marketing strategy.
So its time to get creative with your marketing and find ways to promote your business, product or service. But don’t forget at the end of all this marketing there has to be a product or service that stands up and provides great value to your customers.
Your product or service needs to be rock solid. Test it. Be sure.
Then market your everlovin little cotton socks off.
Would love to hear about your marketing tales. Where have you met difficulties? Whats been super easy? Over to you leave your comments below.