How to market yourself right?

Hi there Helen and thanks for your invitation! OK, first, the difference between marketing and advertising has to be stated clearly:

Marketing is one of the terms in academia that does not have one commonly agreed upon definition. Even after a better part of a century the debate continues. In a nutshell it consists of the social and managerial processes by which products, services and value are exchanged in order to fulfill individual's or group's needs and wants. These processes include, but are not limited to, advertising.[1]

Advertising is paid and/or sometimes free communication through a medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet, and billboards. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store PA systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio, especially on clothing.

So as an example: What is this Video? Marketing or Advertising? Of what?

Marketing! ...Hype or Happening?

Hello

Welcome to HSC talks - an open forum regarding all aspects of marketing, for those who understand its relevance as well as for those who want to learn more. I put myself in both categories, as marketing is an ever changing, creative medium that constantly teaches.

Depending on the company, in my experience there appears to be three main categories of understanding when it comes to the importance of marketing. i) those who feel it is an expensive commodity that is required but fundamentally that it is hype which is not understood; ii) those who want to utilise its benefits but cannot develop a strong on-going foundation strategy either through fear of expense or the lack of resources and iii) those who grasp it!...with both hands!... knowing that marketing can make things happen. It does not have to be expensive. It does not have to be complicated ....and with a little professional, creative expertise and structure...quite simply, marketing works.

A good colleague recently reminded me of the familiar story associated with RJ Wrigley, former CEO of the famous chewing gum company. When asked on a transatlantic flight by another passenger why Wrigley's contintued to invest in high profile marketing and advertising campaigns, when the company was in leading market position, he replied:

"I continue to support brands with consistent marketing for the same reason the pilot keeps this plane's engines running even though we are in the air."

Astute man, but I guess as the then CEO he would be wouldn't he? He grasped that marketing maintains a presence, for whatever the size, budget or perception of the company it is imperative to stay ahead.

Now think of Golden Wonder. Who? Exactly. They were the main brand challenger to Walker's crisps and were pretty much level pegging in the positioning stakes, until they decided to drastically reduce their marketing strategy a number of years ago. In 2006, the adminstrators were brought in....and the company was bought by Tatyo.

In April 2007 it was announced that the Golden Wonder range will have new packaging and flavours that will be supported by a new advertising campaign. Press, tv and a deal with a newspaper group - all to raise awareness. I rest my case.

Not everyone can afford a huge advertising and pr campaign I know. I know! But....not everyone needs that...the key to working marketing is tailoring and structuring according to budgets through effective and innovative creative campaigns.

Quite simply, without it or with it....marketing makes things happen.

Thank you for taking the time to stop by and I look forward to receiving your views.

Helen Stanley