Tuesday, January 4, 2011

How I Define Marketing

Welcome to 2011!

From my desk in Fort Wayne, Indiana, on a cold snowy morning in December about 3 weeks ago, (unlike the warm, inviting picture I took on vacation last summer), I was reflecting on some recent conversations I had about the subjects of sales, advertising, social media, and coupons.

That's a lot of stuff, but there is a common thread and it is they all fall under the topic of Marketing when you use my definition:

"Marketing includes anything and everything that exposes you, your business, your service, your product to the marketplace of buyers, clients, customers, prospects, and influencers of all of the above."

Now, I realize that this is a much bigger box, than most people like to put "Marketing" into.

But, in this time we are living, we are exposed to more and more marketing messages than our parents, grandparents, or any previous generation.

"If there is a flat surface, we can slap an advertisement on it", is so old school these days.

20 years ago my Pepsi can had advertising on it for events like the State Fair. These days we have football players wearing pink in October to promote Breast Cancer Awareness.

But besides the advertising side, there are also your employees who create impressions on customers and potential customers by their behavior, by their appearance, and by their personality.

Think for a moment about the person who answers your phone. Is She/He pleasant, understandable, helpful? Or is answering the phone a job they hate and it was passed on to them on top of their other duties? (This example comes from the radio stations I work for that put the wrong person in charge of the phone for a couple weeks.)

In the weeks ahead in 2011, we'll touch on all of these areas of Marketing as I defined them.

And I have a few other resources for you to explore.

In 2005 I created the Collective Wisdom blog. It is updated 3 to 4 times daily with wisdom from lots of others on the subjects of Marketing, Media, Advertising and Sales. Click here to go there.

And over the weekend, I launched another blog with the focus on Social Media. It is updated weekdays at noon and we are just getting started with ScLoHo's Social Media Adventure. Click here to go there.

This blog that you are reading is updated every Tuesday.

Your comments and suggestions are always welcome.

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