Be a Marketing Driven Company
How much impact do marketers really have on business results? If your business or brand is stellar, does marketing really matter? We all know of a great restaurant that has a line out the door every night who has never done any advertising, or the local brand that everyone just goes there because. When you look at the success of these type businesses, those who have never done a stitch of advertising or marketing, it sort of makes you wonder doesn’t it?
Everything is Marketing
I have been thinking a lot about our apartment marketing friend, Mike Brewer’s recent post titled, What Apartment Marketing Is; The gist of the post is that Everything is Marketing. I love that, and think that business owners fall into a couple of camps, marketing/revenue driven and operations/expense driven.
Those that are marketing driven are much more focused on the customers experience and how each customer touch point can be enhanced. Marketing driven companies typically have a stronger top line. Operations driven companies tend to focus much more on lower expenses, and are mediocre, middle of the road establishments.
Be Marketing Driven
Lessons for marketers. Keep it simple. Focus on your audience and human stories. Think out of box. And move beyond your existing social networks to the real world. We’ve been focusing for years on the “media” side of the social media equation. The human and social side is still alive and well. It’s the real thing.
To really reach today’s consumers, companies and brands will need to build relationships with them rather than simply grabbing their attention or utilizing disruptions as an advertising tool. In other words, marketers should be progressive rather than aggressive, adding a fifth “P” — Participation — to the traditional marketing mix of Product, Price, Place and Promotion.