Marketing has one function – to convince people to buy your product or service. Marketing is not about creativity or innovation. It is not about imagery or colors. It is not about tag lines and ad copy. Marketing is all about profitable sales. Everything else, from creativity to ad copy, are merely tools marketers should use to reach sales goals. So with profitable sales as the goal, here are some simple marketing rules.
Rule one: Marketing is a measurable business discipline. Rule two: Marketing starts with clear strategic goals. Rule three: Success requires uniqueness. Rule four: The customer defines your success.
Marketing is a business discipline, not some mysterious skill set applied in a creative inner sanctum where only marketers have access. In its simplest and best form, marketing connects a business with customers who want to buy what the business offers. Business leaders should ask marketers how they are connecting to customers. If the answer is not solid, on point, and measurable, then the marketer needs to go back to work.
Marketing is measurability. Marketers will sometimes hide behind the shield of marketing not being a discipline that is easily connected to results. Not true. Marketing (and its sister, selling) is the only discipline in the company that is easily connected to results. The results are sales – are they increasing? If not, the marketing is not working. Change the tactic; re-do the advertising; change the messaging; find new marketing experts. Do whatever needs to be done to increase profitable sales.
Direct And Focused
Be clear on your strategy and goals. Marketing without clear strategic goals and direction is creativity on the loose. There’s nothing wrong with creativity for the sake of creativity. However, creativity that costs the company money under the marketing banner needs direction. A clear strategy sets the direction. A clear strategy helps establish measurable goals. Then marketing creativity can be channeled to meet those goals.
Marketing success demands uniqueness. Customers are bombarded by choices. The ability to make clear distinctions between choices helps customers make decisions. A company’s ability to be unique in the mind of the customer makes the life of the customer a little simpler. They can clearly say that something is or is not for them. Either way, the marketer has direct feedback as to the fit of their product or service.
Now to the most important rule of all – the customer defines success. They do this by the simple act of convincing more and more people to buy your products and services.
Necessary Evil
One final caveat about marketing: You can’t live without it. Marketing is essential, and it is most essential when the cost of it can be least afforded. If times are tight and cash flow is lean, it’s marketing that will spur the revenue line.
A business leader who astutely manages the assets of the company recognizes that marketing starts the process of selling, and as the old adage goes, nothing happens until someone sells something. The astute business leader invests in marketing. An astute marketer produces a return on that investment, measured in increased profitable sales.
Ken Cook is managing director of Peer to Peer Advisors, an organization that facilitates business leaders helping each other. You can reach him at kcook@peertopeeradvisors.com.
