What Exactly Do You Do?

No matter how many conversations or interviews I find myself engaged in, I am always amazed at the confusion, or better yet, the lack of understanding as to what marketing management is and does.
Okay, folks, listen up.
Marketing management is a process—sometimes multiple processes—through which messages, information, strategic plans, are created and implemented in order to promote a product, service, or business. I like to call it a road map for the sales department: it has a starting point, destinations (customer base) and most importantly, offers the best route(s) to take.
The “management” element includes every part and parcel of your company that is visible: logo, tagline, packaging, ads (ALL media including SOCIAL), Website and blogs, Internet (Twitter, groups such as LinkedIn, etc.), collaterals (promotional materials), and anything/everything referencing your business.
“Image isn’t everything; it’s the ONLY thing…” is a strong statement with a lot of validity. Branding takes this “image” and gives it both depth and purpose. The only way this can successfully occur is absolute consistency—your message must be universal across all channels. If it isn’t, you will have confusion and create instability that can be fatal to both product and company.
Coca-Cola isn’t the least expensive cola on the shelves, but based on sales volume it’s obvious that price isn’t the defining factor. Coke has successfully branded its product on a global scale—and consumers are willing to pay extra.
One of my favorite expressions is, “Just DO it!” And of course, I refer to that as my “Nike Principle.” Nike continues to communicate powerful emotions between athletes and its shoes hoping to transfer these feeling to its consumers. Based on company sales, I’d say it’s working.
So. Marketing management coordinates and drives an infinite number of decisions and actions within your business. How well your company and/or product is received or rejected, is a direct result of multiple factors:
• Logo. Does it fit? Is it everywhere?
• Brand. Is your branding message clear? Does everyone in your company embrace it? Communicate it?
• Consistency. Reproduce your logo and images consistently. All blues are not created equal. Develop standards and adhere to them.
• Tagline. Remember Goldilocks: get it “just right!” Not too long, not too short, make it relevant and meaningful. Don’t have a tagline? Get one!
• Loyalty. If you develop your brand carefully, consistently, market it thoroughly and wisely, you will create customer loyalty.
Craft and nurture your brand carefully, invest yourself so that others will want to as well. Remember: If we build it, they will come. ~ “Field of Dreams Philosophy”
Debra D. Kujawa
President/CEO
Ki-Neckted, LLC

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