What even is "Marketing"?

Something we come across a lot in client meetings? The general confusion around what "marketing" actually is, versus the functions or tools under the umbrella of marketing that we can and do apply to our clients' portfolios. Also; why is it important for the growth of your brand or business?

So here's how I like to frame it...in an analogy, of course!

Imagine if you had in your hands, the BEST product within your industry. You've created a skincare product that actually functions as the true elixir of youth; AND your pricing is better than anyone else...ever....in the whole world. Sounds wonderful right? But then, there's this really odd realisation; NO ONE is buying your product. No one is even remotely interested in your product and nobody is asking you about it. Maybe, just maybe...it's because, other than you, nobody knows it even exists.

Well guys, the likelihood is that this is usually because either it's sitting in your kitchen, in the cupboard, sealed in a box. OR you've put it out on a table on your neighbours front lawn with no signage and no explanation as to what the unlabelled serum bottles even are. Is it CBD oil? Is it garbage left out for trash-collection day?

Again, just an analogy, but I'm sure you're getting where I'm going with this ramble.

Marketing is the part where we take it out of the cupboard, label the containers and put it in the mall (and not in the completely unrelated garden which is great for flowers, but not where people are looking to spend their money) for consumers to purchase...with signage and a communicated reason for it being there; such as 'for sale' at 'R199'.

I actually cannot express enough how many people I meet, almost daily, who have the most fantastic business ideas, and yet no one is really biting. They have in their possession services or products that the market and environment could truly benefit from - people SHOULD know about them.

The problem is they're in the wrong market space, or shouting in a crowd rather than speaking in or on the platforms that will have their voices heard.

The job of the marketer is not only to slap a price tag and some labelling onto their products, but to develop and nurture the narrative, identity and 'tribe' that their business will thrive in. Sometimes it's PR, other times it's outdoor media. Taking a skin cream to a car show isn't really going to work; but IGTV tutorials and relevant LSM geo-targeting just might.

Just in case this was all very airy-fairy:

marketing /ˈmɑːkɪtɪŋ/

noun

1. the action or business of promoting and selling products or services, including market research and advertising. "the Western arts of marketing and distribution"

HERE'S THE THING: there are SO MANY different and incredible ways to 'promote' or 'sell' - it's just about finding the home your brand lives in, so that other's want to live there too :)! As we are certain you're aware of; the world has evolved and grown in so many ways post the inception of the Fourth Industrial Revolution, that we would truly be delinquent to bullet point the 'functions of marketing' to you. Let's not even get into how 2020 has changed the world as we ever knew it, and marketing along with it.

It is ever-evolving as of 2021; and our purpose is to move your business and brand WITH the spirit of the times.

Who knows, TikTok may have a younger sibling birthing soon ;). If so, it's our job to let our clients know about it, research if they should make friends with that platform, and then execute the trending best practice application on their behalf.

If you or your business could use some marketing love....you know where to find us!