Marketing ManifestoMarketing isn't magic.

Marketing shouldn't be hard to understand.

It's simply a process of thoughtfully applying basic, familiar communication principles to achieve the best potential for a business and its products

In the somewhat more lengthy wording of the American Marketing Association, marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

magicbillboardMarketing isn't magic.

A company and its products need to be sound and in demand. Even the best marketing program will have trouble generating sales unless there's a foundation of good products that are in demand and supported by a good company. Companies still make buggy whips. But, that market certainly isn't growing. So, it would be difficult for even the best and most intense marketing campaign to have much impact on buggy whip sales.

All of us are marketing experts. We have years of experience as consumers and have seen the best efforts of companies interested in winning our business. From that experience we gain a sense of which marketing processes work and which don't. The tricky part is applying that understanding to a particular business or situation.

Strategy and Execution

There are two parts to getting anything done, knowing what to do and doing it.

Act Strategically

Does your company have a strategic plan or a written set of business guidelines and objectives? If not, it would probably be a good idea to develop one to keep business resources directed toward an agreed upon objective. A marketing plan should be a big component of that document. How do you want your company to be perceived? What are your strengths? Who are your customers? How can you communicate most economically with your market?

Execution is Key

The game plan doesn't matter if the team doesn't perform properly. Does everyone on the team know the plan and have the resources to do their part?

Find out more about the Impact Marketing Philosophy by clicking on the links below.

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