Many businesses (business owners) tend to confuse promotion and marketing. They are very different, and they serve quite differing purposes; and neither of them performs the vital function of sales… but more about sales shortly.
Promotion is about getting known, getting recognized. If one does not have an existence in the awareness of the public it is pointless to market to them. Marketing to an uninformed public is a huge waste of investment in money and time. It often results in burn out, dis-appointment and insolvency. Unfortunately there are many vendors out there who encourage marketing first because they can charge for that while promotion can be done often at little or no cost.
You can promote your name and brand via e-mail, you can associate yourself with local causes or national programs of your choice. Bottom line is you will become recognizable; you will move from non-existence to existence. This may take some time. Call me if you’d like to brainstorm and discuss further.
Marketing is the packaging of a product or service to make it appealing to a population of potential qualified users. Making a product or service attractive can be a fascinating process of skillfully using words, pictures, images, offers or endorsements. To be most effective the marketer needs to be able adjust the message based on feedback and an increasing awareness of the marketplace. Surveys are an ideal way to introduce and modify a marketing campaign. If this is where you are at in your process…let’s talk.
Selling is, of course, a unique and distinct aspect of the process of growth. Zig Ziglar said he knew salespeople existed because he read obituaries of salespeople. He also said he never read a birth notice of a salesperson being born. From this he deduced that somewhere between birth and death… salespeople were made. Books have been written about sales; some of them actually pretty good. At Achievement Concepts we teach sales across many industries and we can work one on one or with sales groups of all sizes.
Bottom line is: each component of business growth has its unique aspects and considerations. Each of them need to be understood clearly and managed with focus and purpose. And the most important lesson is simply this: Promotion must come before marketing. To act otherwise is to put your venture at a high risk of failing.
For a free consultation, call: 703.840.5448