Meet the new sales person – Marketing…

There has been a shift coming for some time, have you noticed?

Sales used to be about catalogs, cold calls, doughnuts, lunches and lobby phones. But, not anymore, now sales is about the post choice, transactional components; how many, how much, by when, shipping methods, warranties, etc.

Everything else, and I mean EVERYTHING is marketing. Check the new American Marketing Association’s definition in Rob’s recent ( 2/5/08 ) post. Marketing is no longer a “function”, but a process that includes every nook and cranny of an organization. Marketing is about “information”, both good and bad, that is available 24 X 7 X 365 to anyone with a computer, an internet connection and a friend.

“Marketing”, by this new definition, plays a much bigger role in terms of how goods and services get specified and purchased. Yet the sales and marketing budget components, which are their % relationships to one another, and their individual relationships, as a percentage of gross revenue haven’t really begun to change much. Why?

To me, this is because few see that Marketing is the new Sales. Fewer still see that Marketing is the best sales person they will ever have… [Read more…]

Advertising is, well – advertising…

I started this article on the way back from Scottsdale, AZ the day after two of the biggest sports events in the U.S. ended on the same day in the same town. The day, outside of writing, was spent taking part in a sort of “luggage treasure hunt” sponsored by my favorite low cost airline, but that’s another story.

Should the small, medium enterprise ( SME ) sector advertise?

Should large enterprise advertise? A much different question, but from a directional perspective the following test can be both fun at parties, and quite telling. Ready? But, first you have to agree that checking your TiVo is cheating, and Coke and Budweiser don’t count, because they actually are brands.

Deal? All right then, Go! – Name three companies that advertised during the Super Bowl, and what products / services they advertised? [Read more…]

Looking For a Signal…

For those of you that have seen the movie “Ray”, you might recall the scenes in which Ray Charles feels the wrist of young ladies he has been introduced to. Singer, musician Ray Charles was blind.

Today, we are all a bit blind when it comes to how we are doing relative to fundamental marketing goals, such as; Generating Awareness, Building Interest, Facilitating Trial Sales and Sustaining Repeat Sales.

So, like Ray, we are looking for “signals” from which we can design. But, how do we get those signals? In many cases there simply is no wrist from which to assess the situation, or even check for a pulse. Much has been written over the past several years about the unparalleled power customers now have, and it may seem to owners, executives and managers that are trying to grow businesses, that their desired audience is actually hiding and doesn’t want to reveal themselves.

Customers and members of a company’s desired audience are not the only ones with new powers. Desktop publishing, the internet, eMail, video and a variety of other new ways exist for companies to attempt to “connect” within a variety of venues relatively quickly and easily. But, which is the best? [Read more…]

Do You Chatchkey?…

The thought started with a knife, recently sent by a small to medium enterprise ( SME ) client with a small note, which read “What do you think of the logo treatment?”, and blossomed from there. I’m new here, so we’ll see how it smells.

A kind gift some might say, and I thought so too, until I began to percolate on it a bit, and speculatively explore the relevance between the gift and the clients brand building strategy. Then, the more I percolated, the more I came to the conclusion that there was no relevance.

The knife was nice enough, and truth be told I was recently thinking about how nice it would be to have a nice knife by my side, you know, when I’m out in the yard, tending to yard things. It seems like I always need to cut something open, or separate one thing from another, knife kind of things. I even went so far as to go by the knife case in the local hardware store, and take a look at what I might get myself, you know, as a Holiday present, a sort of celebration gift, because I’d already been thinking about knives. But, I didn’t do it, I didn’t purchase. Then the box came, and I ceremoniously opened it to find… [Read more…]

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