“Crimes” against Marketing…

Never has there been a more important time to be certain that your marketing is accurate – that it hits the mark, so to speak. So, as we all keep our corporate fingers firmly crossed that there will be a commercial upturn this spring, here is some information and some tips to help you on your way…
What is Marketing?
There are many clinical definitions of marketing, depending upon which ‘expert’ you like to turn to. For example, Wikipedia cites: “…marketing refers to activities a company undertakes to promote the buying or selling of a product, service or good…” Dictionary.com gives us “…the strategic functions involved in identifying and appealing to particular groups of consumers, often including activities such as advertising, branding, pricing and sales…”. Whilst both are accurate and informative, we tend to apply our own tried and tested mantra of “Satisfying customer needs profitably”.
What is the difference between Sales and Marketing?
We best explain this using a football analogy. The Marketing player in the team would be the winger (think Andy Robertson, Adama Traore or even David Beckham). This is the person whose main responsibility it is to drive the team forward, to put pressure on the opposition, unnerve them and put them at a disadvantage, then to deliver a ball that is perfectly placed, and tailor made for the striker (now known as Sales team) to fizz into the back of the net. Result! Winner! Success relies upon a relationship between the two, and an understanding of the team/business aim, but the roles are very different – each requiring very different skills and approaches but working together. A lot of successful marketing will happen behind the scenes, analysing your business, creating and strengthening your brand, and then creating targeted campaigns that will be converted by your strike force, and will – ultimately – satisfy your customer needs profitably.
What are our top 5 ‘Crimes against Marketing’?
Once you know them you will see them all around. These showcase only a few of the mistakes that are regularly made by businesses of all sizes and denominations:
1. Business cards that are blank on the back. I defy you to EVER be handed a business card and not turn it over! When you see a blank back, what do you think? Cheap? Can’t be bothered? How does that reflect on your business and brand?
2. Flyers that are blank on the back. Same as above, but this time with the added risk that your message will NEVER get out into the public domain because it landed face down on the door mat!
3. Obscure company names that don’t tell you what the business actually does – the message should be INSTANT, punchy and precise. (Think Dragon’s Den – would they laugh “Piddle Pooh Parlour” out of the den in favour of “Quality Dog Groomers”?)
4. Illegible fonts and obscure logos. They may look great on your laptop but will never translate to the side of a van, social media or billboard. We even guide our clients to consider diverse differences such as dyslexia when choosing their type settings.
5. Not including your website address or phone number – yes, you’ll see this a lot! If your website IS included, does it comply with the “3 clicks to buy” mantra? Again, think how many times you’ve been drawn to a website by a tempting offer or purchase, only to throw your hands up in despair because you have to re-search all through the site before finally finding the one thing you wanted. Brand damage? No return business? Plus, how many of us tell our friends about the awful website experience we have had?
See for yourself!
When you get all that junk mail shoved through the door, and you are looking for a reason to be distracted from your working from home endeavours, read the mail. Take the inserts out of the papers and trawl through your local business directories – even dig out YOUR business card or pull up your website and look at the five points above.
In summary
Poor marketing, inaccurate information, mixed messages and inappropriate content can permanently damage your brand. This can be fatal for your business. Repairing a damaged brand is much harder than investing in an established – or new – one. Also, for start-ups, you would be well advised to consider the five tips above and ensure that you don’t immediately fall foul of them. So, whether you are a builder, hairdresser, accountant, coffee shop, take away or garage, if you are going to invest in marketing – do it properly! *
*Alternatively, you can call HDK Marketing for a free 30 minute initial consultation. 0770 243 2310.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply