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Ask 20 people to define the marketing concept, you will get 20 different answers. This Presentation is my take on the anwer to that vital question
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tmb What Is Marketing Anyway?Brian H Meredith
WHAT IS MARKETING
ANYWAY?
Brian H Meredithchief executive
the marketing bureau ltd
and
Marketing ColumnistNZBusiness Magazine
tmb What Is Marketing Anyway?Brian H Meredith
presented in association with
NZBusiness Magazine
tmb What Is Marketing Anyway?Brian H Meredith
My Objective
To demonstrate that Marketing takes just 20 minutes to learn.
And a lifetime to master. (so now is a good time to start)
tmb What Is Marketing Anyway?Brian H Meredith
My Agenda
Catching Trout and Making Coffee The Marketing Concept The Marketing State of Mind Marketing’s Tools & Techniques Marketing’s First 4 Questions
tmb What Is Marketing Anyway?Brian H Meredith
What is Marketing?
tmb What Is Marketing Anyway?Brian H Meredith
The art of arresting the human intelligence for long enough to extract money from it?
tmb What Is Marketing Anyway?Brian H Meredith
No!That’s Mugging!
tmb What Is Marketing Anyway?Brian H Meredith
That place where the ads are done?
tmb What Is Marketing Anyway?Brian H Meredith
No! If only that’s all it took
tmb What Is Marketing Anyway?Brian H Meredith
A big, dark hole into which we pour hard earned revenue?
tmb What Is Marketing Anyway?Brian H Meredith
No! Marketing Should be an Investment
tmb What Is Marketing Anyway?Brian H Meredith
Or is it just Sales with a Degree?
tmb What Is Marketing Anyway?Brian H Meredith
Well, sort of!
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
….not rocket science
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
….not scary
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
….not optionalX
tmb What Is Marketing Anyway?Brian H Meredith
So What is Marketing?
tmb What Is Marketing Anyway?Brian H Meredith
You Won’t Catch Trout if the Plug for the Jug is in the Bathroom!
tmb What Is Marketing Anyway?Brian H Meredith
So there I was. A firm grip on a beautifully crafted piece of matt black graphite with equally well crafted cork grip on the butt end (that’s the end you hold). Attached to this expensive piece of space ace technology was a finely engineered (also matt black) fly reel. Around this reel was wound a masterpiece of fly line design & construction – designed to provide everything I could want of a fly line (and more). Attached to the fly line, with the most practised blood knot in the history of novice knot tying, was a tippet so fine it was almost invisible to the naked eye.
tmb What Is Marketing Anyway?Brian H Meredith
And on the end of this tapering series of lines was the wonderful imitation of a dragonfly one could ever wish to set eyes upon. An imitation carefully (nee, painstakingly) selected from a costly fly box brimming with equally wondrous imitations of dry flies, wet flies, nymphs & streamers. It had been chosen, of course, for its aesthetic appeal and its visual contribution to the overall picture. I held this masterpiece of design, construction, aesthetics & performance whilst resplendent in my neoprene , stocking feet chest waders plus custom designed, felt soled wading boots.
tmb What Is Marketing Anyway?Brian H Meredith
Atop the chest part of these waders was the fly fishing vest, cut high to avoid unnecessary dousing in the river and stuffed full, in its 27 pockets, with every possible implement, tool and piece of equipment that any fly fisherman could ever need. Thousands of dollars worth of fly fishing magnificence, waist deep in fast running, freezing cold, Buller River, not a hundred paces from the ultimate accoutrement – the forest green, leather upholstered, 4 wheel drive (its main contribution being to rack up the overall asset value of this new found sport to a figure I am embarrassed to mention).
tmb What Is Marketing Anyway?Brian H Meredith
I had done the casting course. I had the kit. I had travelled to the river. And here I was, a picture of moody, outdoors magnificence – Southern Man in waders. I didn’t catch a trout that day. I didn’t catch a trout the next day. In fact, I didn’t catch a single bloody trout all season. But damnit! I looked bloody fantastic!!
tmb What Is Marketing Anyway?Brian H Meredith
And then I decided it was time to seek advice. Have a bit of a yarn with someone with scales under their fingernails, ice cold fresh water running through their veins and perspiring with the aromatic delights of dozens of trophy trout caught over the years, carefully slipped into the canvass bag, heading for the kitchen. “Your problem” he wisely offered “is easy and widespread. You’re approaching the business of fly fishing from your perspective. You’ll never catch fish until you learn to approach it from the trout’s perspective”.
tmb What Is Marketing Anyway?Brian H Meredith
And there it was. In a flash. A few simple yet powerfully truthful words of wisdom that had been so elusive and yet, when they came, so crystal clear. So obvious. And therein lies the problem. And the opportunity. For businesses everywhere. Wanna catch customers? Then think about your entire business from the customer’s perspective. Not from your perspective. And there you have it. No MBA needed.
tmb What Is Marketing Anyway?Brian H Meredith
And when this simple reality is understood and is present in a business it sticks out like dogs tails(!). There is no disguising it. Customers know it. Staff know it. Competitors know it. There is a connection between business and customer that just can’t be disguised. And the result is better business with better customers who enter into relationships, not just transactions, over longer periods of time. So given that, I’m not at all sure why so many businesses don’t look like, feel like, smell like they know this simple reality.
tmb What Is Marketing Anyway?Brian H Meredith
And I sure as heck don’t understand why so many businesses in this early part of the 21st Century still seem to regard business as some giant game of chess where, at best, customers are the pawns. They are treated, often, with contempt. They are treated, often, as transactional necessities rather than the lifeblood of any business, large or small, whatever the sector, wheresoever in the world they may be. And yes, strategy is important here. But Strategy is also the God of small things.
tmb What Is Marketing Anyway?Brian H Meredith
I recently stayed in a luxury hotel in Christchurch where, once checked-in, I went to the armoire (cupboard!) in my bedroom to make a cup of coffee. And there I encountered a tiny tent card. It said this. “Dear Guest. The plug for the jug is in the bathroom”. As I headed for the bathroom with the jug, I mentally considered the other things that were in the bathroom and stopped when I got to putting the dunny on the list. Now, I don’t know about you but I have this thing about mixing dunnies with matters of food & beverage. Ended up calling Room Service for my coffee.
tmb What Is Marketing Anyway?Brian H Meredith
The Hotel risked not hooking me as a return guest. They failed to look at their entire business from my perspective – the bloke with the money. Because the plug for the jug was in the bathroom. (And so was the dunny) Bears thinking about, don’t you think?
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
….a concept
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
“An organisation will only achieve its goals by identifying and/or creating needs/wants amongst its chosen target markets and fulfilling them, at a
profit, time after time after time”
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
….a state of mind
tmb What Is Marketing Anyway?Brian H Meredith
Marketing is….
….a set of tools & techniques
tmb What Is Marketing Anyway?Brian H Meredith
And, At Its Core, A Business Is....
tmb What Is Marketing Anyway?Brian H Meredith
….a Marketing
tmb What Is Marketing Anyway?Brian H Meredith
….a Marketing And, like any organism, it needs nourishing, nurturing and caring for if it is to survive and thrive
tmb What Is Marketing Anyway?Brian H Meredith
Marketing’s First 4 Questions….
1. What Business Am I In?2. What Am I Selling?3. Who Am I Selling It To?4. Why Should They Want to Buy it Anyway?
tmb What Is Marketing Anyway?Brian H Meredith
Review
Catching Trout and Making Coffee The Marketing Concept The Marketing State of Mind Marketing’s Tools & Techniques Marketing’s First 4 Questions
tmb What Is Marketing Anyway?Brian H Meredith
Conclusion
Don’t ever forget……………………….
tmb What Is Marketing Anyway?Brian H Meredith
You won’t catch trout if the plug for the jug is in the bathroom!
tmb What Is Marketing Anyway?Brian H Meredith
the marketing bureau ltdmarketing media & corporate communications
consultants and trainingwww.themarketingbureau.co.nz