Do you consider marketing is advertising?
How would you answer these two questions as it pertains to your business?
Let me set the table for the answers I am looking for as they relate to your business.
Simply, in the last thirty-five years in the business-to business (B2B) marketplace, I look at marketing as being everything you do to make money by selling goods or services. Advertising is a tactical tool and a subsection of marketing. Selling (sales) is also a subsection of marketing.
When I have an opportunity to work for a B2B company, I need to ask a lot of questions in the initial meeting; live or using the internet, to see how they interpret “marketing.” I don’t ask the question “What does marketing mean to you?” I use a procedure in my questioning to gather information for painting the company’s big picture. In other words, what marketing implies to this particular company.
What is the rule of thirds?
As a rule of thumb, based on a photography term, the rule of thirds, helps me to paint a big picture of existing marketing operations. The rule of thirds is a guideline which applies to the process of composing visual images, such as design, film, painting and photographs into three parts.
Incidentally, they are numerous rules of thirds that apply to a variety of other uses. For example, in copywriting, it’s a special use of a trio of events of your product or service features, satisfying or effectively use numbers of three in execution of the sales story and engaging the readers by the writing.
How does this trilogy apply to business marketing?
When I can talk to a prospect for my business, I want the discussion to answer my goal of collecting important information from the prospect and using this information to formulate a picture of what he or she has disclosed about the company. Next, it’s up to me to research the prospects industry and interpret their company story from my notes into a marketing point of view. This is my first rule of thirds.
What am I looking for in the information collected?
The simple answer is what problems are they experiencing? In marketing? Advertising? Selling? Poor branding of the product or service? How does the competition brand their product and or service?
Does the prospected company have a marketing team? If no, who is authorized within the company for marketing? If they don’t have a marketing team, how do they advertise their product or service?
What about sales? Do they have a sales team? Or is it a sales team of one? If so, is the owner or CEO the sales person? This is the second rule of thirds.
Why is this company having a tough go of building a better business?
There are usually many answers to the question. I plan my report that offers a variety of options from the second rule of thirds to help them understand what right type of marketing for their company is. One of the most common processes when a company is scrambling to sell anything, they tend to hire hire another sales man or woman. What really will happen is another paycheck to drain more cash.
They are using a bandaid to close a much deeper wound. When preparing my report, I take a variety of scenarios that can help in the short term for better revenue. I also include a variety of ideas that will help them build realistic goals going forward. This is the third and final rule of thirds.
Now it’s your turn.
Answer the headline questions. Today, what does marketing mean to you? Do you consider marketing is advertising?
Next, apply the rule of thirds to your answers. How is your business picture starting to shape up? What are your company strengths? Weaknesses? What is the path customers follow to buy your product or service?
If you have a company that you think better marketing and advertising is needed, send me an email, firstname.lastname@example.org or call 800-251-3608.
Second, visit our DMCM.NET website and follow the path to our Mcg-eVal-u-ate program. Although it’s a new name, the goal is still the same. Simply, we ask a lot of questions and you get a lot of answers for solving problems. Similar questions I used in this post. Consider the special $79.00 trial offer. Choose one of the three most popular marketing planning tools for a business which can always provide a boost in revenue. These are:
There is a more concise definition of each on the landing page at DMCM.net.
Thanks for reading. Let’s get a discussion going.
Thanks for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.