Marketing Matters #1: Marketing DOES Matter
Marketing Matters
By Roger Buck
Welcome to the first issue of the SEK Business Journal! We selected “Marketing Matters” as the title for this column because marketing DOES matter. In the coming issues we will take time to focus on many facets of marketing, tactics, media selection, customer segmentation, prospecting, list building and social media to name a few. Our goal is to provide our readers with information and education to help you improve your marketing spend that may increase your return on investment. As we progress through these topics we encourage your questions and topic suggestions.
To begin it’s important to understand “what is marketing”? Many people consider sales and marketing one and the same when, in fact, marketing precedes the sales function. You may have heard the old phrase “nothing happens until something is sold”. Likewise, nothing is sold until it’s marketed. You must know what you’re selling, to whom then present that marketing message to correct audience. Here are some key’s to understanding marketing
Marketing creates an environment for a sale to occur. A good marketing program will deliver a powerful marketing message to the best type of prospect at a time when the prospect is most interested in buying. Developing a strong message and call to action can be challenging however it is critical to the success of any program.
Marketing can provide leads, prospects and return customers. Someone replying to your marketing message generally falls into one of these segments. Notice we did not list “buyer”! Marketing can pull in great potential buyers however the sales activity will dictate sales results. For instance, you may promote a new product within your company and your marketing program may have provided 100 calls from new prospects or existing customers. If your customer service response time is slow in providing answers or quotes you may lose sales opportunities. Though the marketing program was successful sales may not improve.
Marketing can be used for customer retention and brand awareness. In future columns we will discuss the importance of tracking ROI (return on investment) in any marketing program. At times though you may need a campaign merely to reinforce you company’s image within a given customer segment or territory. This is considered ROO (return on objective) as opposed to ROI.
Marketing can take many forms. When you begin thinking about a marketing plan keep in mind that marketing opportunities exist at every customer touch point. Each touch point may require a different media to convey your message. Some of these media’s are already in place and just require attention while others may need to be implemented. Over the coming months we will take you step by step through the process of analyzing your marketing needs, planning and implementation.
Many companies during a poor economy cut back on their marketing spend. This is huge mistake. These are the times when you need to reach out to your current customers more frequently while keeping a prospecting plan in motion. Why? Because you’re competitors are looking for new business too and their new business may be your current customers!
Do you have a marketing question? Email us at MarketingMatters@SEKbiz.com .
Roger Buck is a marketing consultant based in Pittsburg, KS. A 40 year veteran of the print industry and a contributor to various publications he can be reached at Roger.Buck@EmergingSolutionsNow.com.
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