Different ambitions, different needs
The perpetual myth abounds that all businesses seek as much growth in as short a time as possible. Not so; we understand that, and our clients need to appreciate that we understand. Let us elaborate. Given that our definition of marketing is “the dissemination of information through media in order to influence opinion”, then in the commercial world it would be easy to construe this as a call to buy products or services and nothing else.
Not necessarily so. Granted, an organisation would have to have a pretty strange agenda to adopt “don’t trade with us because we’re rubbish” (unless you’re connected with Reggie Perrin), so inevitably, commercial marketing is designed to persuade their potential customers to buy. But once an order book is full, the temptation to turn off the marketing tap completely must be resisted: the marketing message should be used to enhance the brand. The truth is, different companies have different priorities, and many have reached what their owners regard as the perfect size and just seek to sustain that.
Why continue to market?
A long-established business that produces quality product at a reasonable price to an informed customer base will succeed. It will enjoy great word-of-mouth marketing – arguably the best form of marketing, however, unreliable and can work against you if you’re not careful – so what is the point of marketing in this case?
Well, it’s not one point, but several. Firstly, customers can be fickle and have a notoriously short memory: disappearing from marketing view is a sure-fire way of ensuring a swollen order book loses weight and, in some cases, quickly. Secondly, an alarmingly large proportion of businesses think that the words “marketing” and “advertising” are somehow interchangeable.
Advertising is only one part of the marketing process however important it is and without it, neither Google nor Facebook would be remotely as powerful as they are or may not even exist at all. Marketing is multi-faceted and not all areas are particularly expensive. Thirdly, wise use of marketing to enhance the brand should have the effect of reassuring customers and potential customers alike that the price differential between themselves and a cheaper competitor isn’t an issue. We could go on.
Marketing is part of the life blood of any business, and removing the oxygen of all publicity will inevitably lead to its demise.