The opinions on this topic are as various as the players themselves. Many believe it an ART since it takes creative design elements to make your marketing look good. The old adage “a picture is worth a thousand words” is so true. I would even go as far as to challenge you that the right picture is worth much more than that, especially when your content matches the picture perfectly.
Others consider it a science since it takes tactics, procedures and programs to assist your marketing programs deliver results. Of course, this is also true, depending on your point of view and where you are in the marketing mix.
I propose it is both and each user is correct in their approach to the subject. However, I lean more toward the SCIENCE of marketing than the ART. Here is why…
There are four separate elements to the process of converting prospects to clients (five if you consider the impact of customer service on the overall process). They are:
- Marketing
- Advertising
- Public Relations (PR)
- Sales
Purely defined, each element has a certain set of requirements and objectives. Marketing in its purest form, in my opinion, is the PLAN you follow to reach your customer targets. In this plan are the steps and tools to be used to deliver the prospects into your hands. Advertising is the VEHICLE chosen to deliver the results. This is the step that includes the creative design elements and where you get to attract the proverbial “Ideal client”. This is where you get to tell your story and convince others why they should do business with you. PR is where others are touting your story for you. There is so much power in the PR element and it is oftentimes overlooked by small business owners. Last, but certainly not least, is the Sales function. Good sales people are closers, ready to “seal the deal” and convert the prospect to a client. A sale should always be considered the DESIRED OUTCOME of any good marketing program.
Many companies have combined these efforts into one department or one offering. That can be a costly mistake, which will hurt your bottom line results. Done poorly, the elements of price, which are Direct Product Cost (DPC), Overhead (OH) and Profit Margin are skewed and price could be set improperly. If all you take into consideration is your competition, you have missed the boat and will pay the consequences. Your competition is just another element of the marketing strategy.
So in a nutshell, when properly performed, Marketing is intended to create the atmosphere for a sale to occur. If your marketing/advertising is selling for you, especially if you have a sales team, it may be too rich of an offer, and your sales personnel have been converted to “order takers”. You don’t need to pay a commission if there is no selling involved.
Ben Franklin said “if you fail to plan, you plan to fail”. Many small business owners lack the plan necessary to set the process of prospect conversion in motion. Vow today to engage a marketing team to help deliver the results you so desperately need.