Marketing Basics 101

For those who haven’t studied marketing I thought I’d write up a brief overview of marketing, the way I see it. I’d love to know what you think too.

My guess is that when I use the term “marketing” most people think sales and advertising. Which is part of it, but not the part I love. At Bradley, my intro to Marketing class drilled home the “Four P’s of Marketing” as being

  • Product (or service)
  • Price
  • Place (location)
  • Promotion (communication)

This is a decent starting place. But really almost everything you do in the scope of your business falls under marketing: how you interact with your customers to the environment/space that you work in, what services/products you offer and how you promote your offerings, etc. Even your decision to use (or not use) environmentally or socially responsible practices can be part of your marketing. Okay, so your bookkeeping and taxes aren’t, but the data from them can be if it involves information about who is buying what and when.

This is why I love marketing. There is so much thought and strategy and care that can be put into it. And every business is different.

Let’s break it down with an example, focusing on the promotion aspect. Within that area alone, there’s so many approaches you can use such as:

  • Advertising
  • PR / publicity / news releases
  • Word of mouth
  • In-store (or office) signage
  • Outdoor signage
  • Website
  • Social media
  • Email
  • Print mail
  • And more…

Then we can look closer at just one of these areas, such as email. There are many ways to even use email in your marketing efforts and things to consider with them.

  • Transactional emails (appointments, order confirmations, customer questions, etc.)
  • Special offers
  • Announcements
  • Helpful information
  • Turn prospects into customers
  • Get repeat business
  • Upsell to new products/services
  • Share with others /word of mouth
  • Branding
  • And more…

Effective marketing involves looking at the BIG PICTURE and, just as importantly, looking at the little details. Of course, you don’t have to do all, or any of these things to do marketing. I can help you figure out what will give you the most in return for your time.