Advertising… Marketing…. Sales…Promotions… What’s the difference, I’m often asked.
Here’s how I explain it:
Suppose the circus is coming to town and you put a sign saying “Circus Coming to the Fairgrounds this Saturday”, that’s adverting.
Suppose you put that same sign on an elephant’s back and parade him around town, that’s promotion.
Now suppose the elephant walks through the mayor’s flowerbed, that’s publicity.
And if you get the mayor to laugh about it, that’s public relations.
If you get the town’s citizens to go to the circus by educating them about the benefits they will receive, such as the many entertainment booths, fun they’ll have there spending there money on games, cotton candy, merchandise, etc., that’s sales.
Since marketing involves more than marketing communications, the story must also incorporate market research, product development and other key marketing/PR components which comprise the rest of the marketing process as follows:
Suppose prior to putting up a sign announcing the Circus’s arrival, you checked community calendars to see whether there were any conflicting events scheduled for the same day, studied who typically attends the circus (in terms of their age, education level, lifestyle, income, hobbies, interests, etc.) and determined how much they were willing to pay to see the circus as well as on the various activities and services the circus offers and which of these activities and services they prefer, that’s market research.
Suppose you invent elephant ears for people to eat while waiting for elephant rides – that’s product development.
If you create an offer than combines a circus ticket, an elephant ear, an elephant ride and a memory-book elephant photo, that’s packaging.
If you then get a restaurant named The Elephant Castle to sell your package, that’s distribution
If you ask everyone who took an elephant ride to participate in a survey that describes their experience, that’s customer research.
If you follow-up this survey by sending each participant a thank-you note along with a two-for-one coupon to next year’s circus, that’s customer service.
If you use the survey’s responses to develop new products, services, revise your pricing and enhance distribution, then you’ve started the marketing process all over again.
Right now, your business is likely at one of these critical marketing stages:
- Start-up
- Accelerated business growth
- Bump on the road to success, likely due to loss of business as a result of economic or competitive threats.
As you prepare to kick your marketing efforts into high gear, think of my story and remember that marketing is not just about selling. It’s about attracting costumers with good products and services and strong marketing communications, and then keeping them with products and services that exceed their expectations – resulting in repeat business, customer and brand loyalty and above all, referrals.
Founding publicist PRIME TIME PR and former editor PRtalk (Canada’s only online PR magazine) turned marketing/PR coach, consultant, speaker, trainer, columnist, author and TV Personality, JANETTE BURKE is ‘Your Marketing Magnet’… a.k.a. YOUR MARKETING MENTOR… ADVISOR… GUIDE… NETWORKER…ENTHUSIAST and TEACHER! Through "The Magnetic Marketing/PR Process TM" (TMMPP), Janette offers Women small-to-mid-size business owners, professionals, sales agents, coaches, consultants, speakers, book authors, marketing directors and C.E.O's around the world - effective, efficient and affordable marketing solutions to help them successfully market, publicize, promote and GROW their dream business while working less and earning more! For additional info, please visit her website at www.yourmarketingmagnet.com or email her at janette@yourmarketingmagnet.com.
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