Sunday, July 01, 2007

Curious about Marketing – Imperative Whether We Enjoy It or Not

The ultimate test of a finished account executive is his ability to write a sound marketing plan.” - Morris Hite, American businessman

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” - Peter Drucker, American businessman

Last week I wrote about innovation and quoted the Czechoslovakian writer Milan Kundera who said, “Business has only two functions - marketing and innovation.” I am not sure that I agree with him completely, but I do know the importance of both, so am devoting this blog to Marketing.

It doesn’t matter whether or not you have a great idea, an on-line or off-line business, a terrific product, and/or a new website, you must market if you want others to know about you. It is no longer enough to be offering “a better mousetrap.”

Marketing is not selling – although it can lead to that. Marketing is using a variety of methods to let others know what we have to offer. Methods include driving traffic to our website, networking (with the all important follow-up), PR (public relations in the form of articles and press releases), direct mail, speaking to groups, sending out newsletters consistently (either in print or digitally), hosting teleseminars, and having an effective website, elevator speech, e-course, and/or printed material.

Even though the Internet has helped lower marketing costs, I personally feel that it has created marketing mayhem. At least 50% to 60% of the legitimate e-mails I receive are from gurus launching info-products that guarantee that they will solve all our marketing challenges. If I even purchase a few of these, I will quickly run out of money.

So, how do I pick the one that will really speak to me and my marketing? I say “one” because by following one plan (they all have similarities), I feel we will stay on track, learn to enjoy marketing, make it work for us, and succeed!

Let’s read some of the quotations from the experts:
  • Marketing is too important to be left to the marketing department.” - David Packard, American businessman
  • Technology can make tremendous changes in slashing the costs of marketing and distribution.” - Scott Cook, American businessman“
  • In marketing you must choose between boredom, shouting and seduction. Which do you want?” - Roy H. Williams, American businessman
  • Programmers and marketing people know how to get into your subconscious - they spend millions of dollars researching colors, shapes, designs, symbols, that affect your preferences, and they can make you feel warm, trusting, like buying. They can manipulate you.” - Richard Hatch, American actor
  • We're obviously going to spend a lot in marketing because we think the product sells itself.” - Jim Allchin, American businessman
  • I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.” - David Ogilvy, American businessman

Interesting thoughts! Do you have a plan (strategy) for marketing? Is it working?

Here are several quotations to chew on this coming week:

  • Marketing is a very good thing, but it shouldn't control everything. It should be the tool, not that which dictates.” - Nicolas Roeg, English director
  • Apple has great marketing, among the best PR and marketing in the world.” - Ron Johnson, Canadian politician
  • So my degree was in political science, which I think was - the closest I could come to marketing is politics.” - Steve Case, American businessman

Have a great and productive week. Market with a vengence!