Marketing Sucks

“It’s talking people into buying shit they don’t really need. That’s marketing!”Funny-Black-Friday-Memes-07

People think that marketing is all about getting people to do what they do not want to do.

It does seem that way.

Why else is Coke one of the most well known brands in the world?

Who would ever think Coca Cola is something that people should have?

Thus if marketing is what drove the soft drink Coca Cola, and the brand Coke, to so many people – then marketing must be a bad thing!

Marketing must be about getting people to buy ‘shit’ they do not really need.

But is it?

Is physics bad since it caused us to create dynamite, TNT, flight and the atomic bomb?

Would we say, “It’s about blowing things up and killing people. That’s Physics!”

Funny-Black-Friday-Memes-13No of course not!

If our child said he wanted to be a physicist, we would commend them, think how smart they have to be, and how hard they have to work, and dream about the day they might win a Nobel Prize.

If our child says he wants to be a Marketer, we talk about how commercials are stupid, how big companies make people spend money, and we point to things like the terrible rush into stores on days like today – Black Friday.

Marketing is simply another field of study, like agrology, chemistry, psychology or physics.

Three Reasons you should have a Marketing Plan

Too often you are too busy doing what you do that you do not get time to do what really needs doing.

As Marissa Mayer the CEO of Yahoo states, “The urgent can drown out the important.”

Marketing is a part of every business, and most business owners do sommarketing-plane form of marketing instinctively.  Unfortunately, like almost everything we do, to truly excel, one must go beyond the normal, break out from the average – and become exceptional.

Exceptional marketing can have a phenomenal impact on your business sales and overall revenue.  Awesome marketing can also make any business more fun.  Marketing is about meeting the needs the client, and communicating that to the client.  And with happy clients comes a enjoyable business.

“The best marketing doesn’t feel like marketing.” Tom Fishburne

A marketing plan is simply a document that describes how you meet the client needs, and how you will communicate that process to the client. It can be as short as a single page, or it can be a comprehensive 50 page report.  Whatever works best for your organization.

Here are three reasons you should have a marketing plan.

  1. Clarity and Focus.

A marketing plan defines key marketing factors. Every business needs to make key marketing decisions relating to these key marketing factors. You need to determine who your target market is.  You also need to define your brand.  These two factors are critically important to your long-term success.  Bringing clarity and focus to these two key marketing factors will greatly enhance your business.  This makes it much easier to tell others what you do, and to gather the right clients for your business.

  1. Save Money!

Every business spends money on marketing in some fashion. Advertising, signage, business cards, events, website.  And if you are the rare business that is spending minimal on these things – you are probably spending time on marketing. Explaining what you do, or maybe what you do not do. Dealing with customer service issues or longer sales cycles. Time is money.  By having an effective marketing plan you can use both your time and money wisely – saving more of it for even better marketing that increases sales and revenue even more – which brings us to the next reason.marketing-sales-growth

  1. Increased Sales and Revenue.

This is the whole point of marketing – and an effective marketing plan will increase both your sales and your revenue.  We should be clear that when planning your marketing – you should plan to increase both sales (overall amount sold in number of units) and revenue (money generated by sales).  Simply increasing sales, while usually positively impacts revenue, is not always the easiest or best objective for your marketing plan.  There are times when you can significantly increase revenue through very low cost marketing strategies.

“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” – Seth Godin

Creating a Marketing Strategy

A marketing strategy is the steps you take from a marketing idea through planning, design and implementation and finally to results.

Objectives and goals are critical to a successful strategy

You need to determine results you can measure.

You can start creating a marketing strategy with an idea, a marketing item, another marketing strategy or a marketing campaign.

You can build simple marketing strategies that only involve a simarketing-strategyngle customer interaction. Or you can create complex marketing strategies with many customer interactions.

The steps needed in a market strategy are the following

  1. Define Objective
  2. Initial research and brainstorming
  3. Set SMART goals
  4. Pick your marketing element(s), item(s) and tactic(s) to use.
  5. Determine resources needed and perform any additional research
  6. Testing
  7. Full implementation of the strategy
  8. Monitor and track the strategy in motion
  9. Analyse results – compare against goals and overall objectives
  10. Make adjustments and move forward – to repeat strategy or to find a new strategy

Good marketing strategies are eternal, there is no real end. They simply evolve. You grow, learn and adapt. Keep doing them until you have something better – until the ROI diminishes. Keep testing and tracking – and making adjustments as you move forward.

A business usually needs separate marketing strategies for key areas such as creating awareness and bringing in new customers, closing sales to existing prospects, or to getting existing clients to buy more.