I was sitting there in the hot, cramped conference room of a small hardware manufacturer when the CEO proclaimed “Marketing doesn’t work.” He went into elaborate detail about expensive brochures, an unsuccessful email campaign, and how they surveyed their customers and got useless data. He repeated his mantra several times — “Marketing doesn’t work.”
I was stumped. Why am I here to talk about my marketing services firm? You called me!
The problem? Semantics. He was referring to ads and brochures — to him, “fluffy expenses” that didn’t help him reach his goals. And with that definition in his head, he was more skeptical about everything that he called “marketing.”
When businesses have the wrong idea about something, they’re unlikely to invest in it. And very few people define marketing in the same way. Some think it’s brochures, slogans and print ads; others think it’s an MBA crunching numbers on brand equity and market share.
Marketing is much more than any of these things. It’s an investment that generates revenue, profit and opportunity for growth.
Marketing is the process of developing and communicating value to your prospects and customers. It includes every step you take to sell, service and manage your customers:
If your company has a narrow definition of marketing, you’re limiting your opportunities:
Good marketing is essential for every company. It can help a company with a mediocre product become successful; poor marketing can send a good company out of business.
Don’t let your company define “marketing” as a soft creative field. Instead, think of it as the engine that drives company revenue. It will give you an entirely different mindset.
EVERYTHING YOU NEED FOR YOUR MARKETING PROJECT