I recently read a blog post by Anna Lawrence of Word Marketing entitled “The Experience” that really resonated with my beliefs. (Full disclosure: Anna is a personal friend. Word Marketing has been a client, and represents a mutual client who advertises in the CBT.)  It provides a powerful reminder of the impact all your actions have on marketing.  I’d like to expand on that thought, while making sure Anna gets full credit for the original thought process. 

I have often wondered at the inner workings of the minds of some advertisers.  They will spend thousands of dollars to promote their business, but then chase away their customers due to a blind spot in their overall marketing presentation.  Part of the problem stems from the reality that many business owners have become confused about the terms advertising and marketing.

Advertising is only one portion of marketing.  Everything your business does is part of your marketing:  From the way the phone is answered, to how your store floor plan is arranged, to how your employees are dressed, to how clean your restrooms are, to the visibility of your outdoor sign.  It’s all part of the larger marketing plan.  Just like the old saying about a chain only being as strong as it’s weakest link, the same holds true for your marketing efforts.

Imagine what it says about your business if you are selling light fixtures, but half of your outdoor sign is unlit.  How do you think people feel about restaurants with dirty restrooms?  Are you a service provider who has a grumpy receptionist?  Do you sell Chevy’s, but drive a Ford?  How can you believe in your product enough to sell it if you aren’t even using it?  What is your weak point?  What will it take to correct it?  My hunch is a lot less than you might first suspect. 

Tags: advertisers, advertising, marketing, Word Marketing
Categories: Advertising, Marketing, Sales.

Posted on Friday, July 10th, 2009 at 4:57 pm
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