What is marketing? According to the American Marketing Association, the definition of marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
While this definition is fairly short, sweet and straight to the point. I can break it down even further. In fact, I can totally sum it all up in just two words. Communicating value. Bam! Yep, that pretty much says it all. Marketing is as simple as communicating value. In the end, it’s all about providing an awesome amount of value for those who are looking for the product(s) and/or service(s) you offer.
If creating value for others isn’t on the forefront of your radar, you need to stop, take a step back and re-evaluate before going any further. Doing something simply to make money without taking into consideration the providing of value to others is a selfish route. I truly believe in karma. Only giving a damn about yourself and no one else will surely have negative ramifications in the future. If you have read my ebook, you know my Uncle Harold always strived to add value to the lives of others. This is a great way to live life. Always go into everything you with the goal of creating a win/win for everyone involved. Life is just better that way.
“The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself.” ~ Peter F. Drucker
Sales And Marketing
Are sales and marketing the same? Yes, and no. Yes, they go hand-in-hand. Yes, you can’t have one without the other. They compliment each other and they overlap. Having all that in mind, they are two different animals.
There are multiple moving parts that all come into play. They include but certainly are not limited to brand, advertising, SEO, sales, strategy, identity, communication, etc. Most overlap to a certain extent. All of these play their own role in answering the question, “What is marketing?”.
From time-to-time, you will hear people say they hate sales people. What they truly mean to say is they hate pushy, overbearing sales people who are a pain in their ass. A handful of unscrupulous car salesmen and door-to-door salesmen have left a bad taste in everyone’s mouth. That’s not to say every person who sells cars or goes door-to-door is bad.
I bought a car last year in Dallas, Texas from a company called eCarOne. That was the fastest, easiest car purchase I have ever had. The salesman answered all of my questions and helped me drive away with the bright red Mercedes Benz my wife had fallen in love with. He wasn’t overbearing whatsoever. In fact, I tried to haggle on price and quickly learned they don’t do that. The sales price was already low and he and I both knew it. It was as simple as, did I want to buy it or not. That’s the way a salesperson should operate. Answer questions and help guide the buyer through the process. I flew out-of-state to Dallas for that because I wasn’t able to find it anywhere in Colorado. I was one of several people their driver picked up at DFW that day for the same exact reason. eCarOne sells thousands of cars a year to people all over the nation because they have figured it out.
As I write this, eCarOne has a 4.9 star rating out of five stars and over 2,000 reviews make up this rating. This is huge. If that doesn’t say they have figured it out, I don’t know what does.
Who Am I?
Who Am I is the question you have to answer. Who you are is one of the burning questions in the minds of your prospective customers.
Remember Brian Johnson in the hit ‘80’s movie, The Breakfast Club? (One of my all-time favorite movies by the way.) Remember the scene where he is fighting through his writer’s block as he is preparing to write the identity assignment towards the end of the movie? Vernon, the teacher assigned to running their Saturday detention had given them the assignment of writing a paper telling him just who in the hell they thought they were. As Brian was playing with his ink pen as if it were a tusk protruding from his mouth, he mused, “Who am I? Who…am I? I’m a walrus!” Maybe Brian was the walrus much the same as John Lennon was the walrus and maybe this was something entirely different. Either way, the walrus was a form of identity that could easily be incorporated into a marketing plan. Think along the lines of the AFLAC duck. Quack and AFLAC rhyme. See what they did there?
Creativity is important here. If you don’t have a creative personality, hire someone who does and expound on something they come up with for you. Creating and defining an identity others can identify with, easily remember and relate to is of utmost importance. Some businesses nail this and some, not so much.
People very rarely buy on their first visit. There are varying numbers out there. Some say the magic number is seven. Some say it is seventeen. Truth is, it differs with every personality. But,one thing is certain, everyone agrees a prospective buyer needs multiple “touches” with your business before they purchase anything you are offering. These touches can include just about anything. Website visits, blog posts, YouTube videos, email messages, television ads, Facebook posts, etc.
Your simple logo with only one or two colors should be something they remember when they see it. Think of the logos associated with WalMart, Facebook, Hewlett Packard, Pepsi, Samsung and Chevrolet. Simple logos with one or maybe two colors at the most and very simple lines. This is an extremely important part of your marketing identity.
Apple is a great example. Seeing that apple logo resonates with millions. It instantly instills confidence in product quality.
GEICO (Government Employees Insurance Company) created a gecko based upon a play of words with their acronym. It has become a huge marketing hit.
Samsonite luggage hit the nail on the head, kinda. What’s the one thing that is most important in luggage? Yes, strength is of utmost importance when you are shopping for luggage. Nothing says strength more than a company name created from the name Samson. Everyone knows the story of Samson and his unbelievable strength. Unfortunately, Samsonite dropped the ball on their logo. I’m not sure what it is but it sure doesn’t scream strength like some other options could have done for them.
As you probably know, I’m a car guy. Gas Monkey Garage did a great job of creating a marketing identity. On the hit TV show, Richard Rawlings affectionately refers to the employees of his Gas Monkey Garage as “Monkey’s.” The monkey face with the long tongue is plastered all over the place. Even in his restaurant in the DFW International Airport in Dallas, Texas.
Nike did a great job also. Taking action and following through are extremely common downfalls of many people in this day and age. So much more could be accomplished if people would just do it and then stick with it. It’s the number one secret to success. Nike knew this and built their identity around it. Whatever you do, “Just Do It!” Just Do It is a mantra everyone can get behind.
I took the Nike mantra a step further. Don’t just do it. Kick it up a notch. JUST ROCK IT! Anything worth doing is worth rocking, right? I wove this into Advance Dynamix and use the “Rock It/Rocket” play on words often. Spelling Dynamix with an “x” gave me the perfect opportunity to demonstrate a rocket launch off the top of it. It all comes together.
Creating your personal brand is one of the most important aspects of building up your marketing. When you stop and take a look around, there are tons of famous people who have become famous by building their personal brand. I’ve said it many times before and I will say it again. It’s a simple fact, your individual personality will resonate with a certain group of people. That certain group of people is who finds great value in your content and in turn who creates an income for you. It’s a win-win for everyone and it’s all because you put it together!
The Internet has changed everything when it comes to building a personal brand. BTI (Before The Internet), personal brands were created from television and movie theatres. Before those, they were created via radio.
Today, you have the power to change the world as you know it by creating your own marketing campaign via the Internet. Gary Vaynerchuk, Grant Cardone, Neil Patel, Justin Bieber, and Pentatonix are just a few that come to mind right off the bat. There are thousands upon thousands of examples out there. Most of whom, you and I have never heard of.
I just got back last night from taking my family on a seven day Carnival cruise. Did I mention I love cruises!? My mom sat next to three guys in the buffet area one morning who were talking about the Internet businesses they had created. They were cruising because the Internet businesses they had started had financially enabled them to do so. I told her she shouldn’t eavesdrop on the buffet conversations. LOL!
My daughters were walking by the Piano Bar one morning and heard an awesome show going on so they stopped in. They quickly texted me and said the rest of our group should get to the Piano Bar for an amazing show. We did and they were right. It was indeed an awesome show being put on. I quickly posted about it in the Facebook group that had been created for the cruisers that week. Because of that, even more people showed up (see the power of the Internet here?).
It turns out that awesome show wasn’t supposed to be a show at all. It was Steve Lungrin from http://pianomansteve.com/free-lessons-tutorials. Steve had brought ten of his top students and their friends and family on a cruise. He was giving a quick little concert for them the day before we all disembarked. The place had filled up because he is an awesome guy with awesome talent. He later told me he would love to play shows on a cruise ship. I have no idea why this hasn’t happened yet. His performance was the highlight of the entertainment on our cruise. There wasn’t a better performer aboard the ship, and there were quite a few!
Steve has done exactly what Advance Dynamix is all about. He has figured out how to share his skill with others who want to learn what he knows. He has found that group of people who resonate with his personality. He makes a good living and they get to learn how to rock the keys like he does. The next day, we bumped into each other and chatted a bit over one of those awesome Carnival ice cream cones. He’s a good guy. I suspect our paths will cross again in the future. If you have always wanted to learn how to play the piano, your search is over. He puts his heart into it.
It’s a numbers game to get your brand out in front of as many pairs of eyes as you possibly can. Will someone not like you? Of course. Hell, some will probably hate you. No matter how unwarranted it is! It’s just part of life. Not everyone is going to like everyone else. Some people just like to bitch and complain. It’s just in their nature. Stay away from negative people like that. They will only bring gloom.But, the flip-side is some are going to really dig the content you create and and will absolutely fall in love with you and your content. That’s who you want to hang out with. That’s your tribe. You just have to commit to putting in the time and effort required to put it together.
Your marketing is a cornerstone of your business. Don’t half-ass it when you are putting it together. Give it the thought and consideration it deserves.