You don’t yet own a car when someone only gives you a set of wheels. A car is a combination of wheels and engine and a whole lot more. Similarly you can’t claim to be an accountant if you are only able to do an income statement. Accounting also requires balance sheet, cashflow and auditing skills.
Why do so many entrepreneurs think that they are doing marketing, when actually they are only engaging in a single element of marketing?
If your company has a Facebook page, you are not doing marketing. You are merely using a component part of marketing, namely social media. The same is true if you have a website or brochure or an advert in the latest industry magazine. None of these, on their own, qualifies as marketing.
Marketing is not just one thing. It is a combination of everything that touches the customer. Good marketing is when all of these things tell a single cohesive message about your product, service or business. It is called integrated marketing and the real secret to selling more stuff – or sms, as one of my favorite marketing authors (http://wheresthesausage.typepad.com/about.html) calls it. It involves a total approach to communication.
By following an informal, careless and half-hearted approach to marketing, business owners are shooting themselves in the feet because what they end up with is not really marketing, and it doesn’t really work.
In fact, coming to think of it, great marketing is put together very much like a great car.
- The engine is the brand, which is largely invisible but drives performance, sets you apart and when it roars, stirs your emotions.
- The chassis is the advertising material; the stuff that draws the crowd, like that Facebook page, or your website.
- The interior is everything else that touches the customer and reaffirms your message, including how you answer the phones, the price you charge and if the guest toilet is falling apart (I saw that last week).
- The driver is your staff, the people that make it work.
When it all comes together, it makes for a winning recipe that will outpace even your own sales estimates, not to mention the competition.
Take another look at your marketing and ask yourself, “…is it really marketing, or am I only engaging elements of marketing?”
Maybe you’ll find the reason why you are struggling to sms.
Image source: Flickr