"While everyone will have an opinion, that doesn't make them right"
So, do you know what marketing is?
`Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.' Chartered Institute of Marketing Definition
What for you is the key word in the definition? Is it customer? Indeed, marketing is about customers. The whole purpose of many an organisation has to do with dealing with customer requirements and making a profit.
So, is it profitably? Certainly, one needs to profit from the interaction between customers and the organisation and so much the better if both the customer and the organisation are satisfied by some sort of ‘profit’.
So, perhaps you feel that the key word is satisfying? Well, no business is going far without satisfying the needs of those with a financial stake in the business, the creditors, and the employees; and these are satisfied in the long term when customers continue to be satisfied. But how do we know what they need?
Then, does identifying needs seem paramount? Clearly this is going to be crucial, yet so many other organisations will be aiming to identify the same needs so there may be more than just satisfying identified needs alone.
Thus anticipating needs suggests that if we can do this better than our competitors, we will keep ahead. So, perhaps that is the most fundamental. But without being able to satisfy the current need, the organisation may not survive long enough to deal with those future anticipated needs!
All that is left is ‘management process’? If one takes a moment of reflection, how do any of the above happen without someone making sure that they do? How can an organisation identify, anticipate or satisfy any given customer requirement and make a profit without someone managing the process? Thus, the management process is the foundation for all successful marketing.
So, for us, it is the management process that is responsible for ‘identifying, anticipating and satisfying customer requirements profitably’ that enables everything else to happen.
And it is the duty of all the people in your organisation whose activities make up all the processes that ultimately deliver what the customer needs. Everyone in your organisation should be wearing the marketing hat and this is where we can help you deliver better marketing.
But what about marketing techniques? You might have considered marketing to be a series of promotional techniques.
But marketing management is about managing the marketing mix of techniques. We look at this from your customers’ perspective helping you to redefine what the marketing mix means to them. You will discover which techniques are most appropriate to drive your customers onto the next stage towards the decision to buy from you.
Call it ‘more bang for your bucks’!
You can gain better marketing from us:
A Pharma company used us to train up their European marketing team to be more effective.
Another to drive innovation in business processes and marketing.
A public sector organisation used us to breathe new life into an environmental campaign.
We made a valuable contribution to developing 'marketing advocacy' by staff in both public and private sector organisations.
Many clients engage us as, or to complement, their marketing department – as ‘contract colleagues’ to:
Brief their creative team, agencies and freelancers.
Write better copy - from brochures, advertising to web-pages.
Manage direct marketing - mail and e-marketing.
Project manage exhibitions from design to staffing on the day to following up contacts.
Develop individual networking skills.
Realign their sales strategy and guide their sales team.
Review sales promotion within the marketing mix.
Build relationships with the media and spear-head press and public relations.
Complement their tendering process.
Advise on their social media strategy and tactics.