Written On: July 29, 2015
Category: Marketing Strategy
Think of it this way, advertising is to the stars as marketing is to the solar system.
Okay, here’s another way to think about it: Marketing doesn’t rely on advertising. But advertising, when done correctly, is a valuable component of a solid marketing plan.
Advertising without marketing, on the other hand, can be like launching a rocket to Pluto and having it land on the moon, you’re going to fall way short of your intended goal.
Without the backing of good marketing, advertisements tend to do too much at once, oversell, under deliver, don’t say enough, are too hard to understand, insult our intelligence, bore us to tears, or go largely unnoticed as we flip through the pages of whatever periodical or paper we’re holding or click the “close” button on the computer screen.
So how exactly can a business create a marketing “solar system” that gets the advertising “stars” noticed? Simple. But before you make that media buy, establish a solid marketing platform from which to launch your advertising message.
Do you know what your audience wants, needs, and is willing to pay? From which sources does your audience get its information? This important piece of information will determine the best way to get your message across, whether that be digital, print, direct mail, brochures, flyers, posters, billboards, an app, or some combination of tools. Do your customers like you? Is your customer service where it needs to be? What are you selling, really?
Once you understand how and to whom your message should be targeted, then, and only then, can you start to think about how advertising can play a role in promoting the products or services your business is offering.