Marketing, Who Needs It?

Whenever I go into do a business or marketing strategy audit one of the questions I ask clients is what they and their staff think about marketing.

And almost invariably the reply comes back that it’s a complete waste of time, so why waste cash on it.

And yet everyone is exposed to marketing all the time and whether they realise it or not marketing helps them in their buying decisions.

After all think about it…

Car Marketing

When you want a new car what do you do? You go out and research all the new models of every car manufacturer on the planet, don’t you?

Of course the answer is really no. What you rely on is seeing a number of cars in brochures and showrooms to really help you decide which to buy.

Yet, even before you start actively looking for your new car your brain has been picking out all the marketing messages you get about cars. Through t the TV, radio, newspaper, magazines and the Internet.

So when you finally make the decision to actually go and buy something your brain has already got a leaning towards a particular manufacturer, or model, or type of car.

That’s marketing, making you aware of something so you go out and look for it.

Direct Mail

Direct mail, commonly known as junk mail, keeps pouring through our letter boxes. If it doesn’t work the banks, credit card companies and insurance companies are being very socially responsible by keeping the Post Office in work.

So of course as these financial organisations are highly commercial they know marketing works.

Marketing in Real Markets

Finally, look at real outdoor and farmers markets that sell clothes, cheeses, fruit and vegetables.  They often have several stalls that sell the same product. How do they differentiate themselves? By signs, sales patter and other marketing devices to set themselves apart from the other stalls.

So, remember marketing is all around you. If you want your business to grow and succeed, even in a credit crunch economy, you need to use marketing.

Ignoring marketing consigns your company to be "just the same" as all the other companies in your sector.