Marketing: It's Not a Four-Letter Word

No, really. By my count, it contains nine, though I'm no mathematician. But even without a PhD in calculus, the sum is pretty clear to me: For many, marketing is some sort of dirty word, associated with images of snakeoil salesmen and used car lot dealers. It's shameless, these people say. It's unnecessary -- if you're doing your job well, people should take notice. It's beneath me, they think. Well, I have one word for such notions ...

... But I won't type it here! No, in truth, my overwhelming response to such naysaying is a bit of pity, mixed with the desire to educate. To make the case for a sound, and strategic, marketing plan, one need only point to the old axiom ... If a tree falls in the forest and no one hears it ... So too with your work. Does your company do exceptional work? Create amazing products? Offer unparalleled service? Provide consumers a great value? Well, unless your target market consists of late-night tv psychics or Tarot card readers, they're probably not clairvoyant. If you're proud of the work you do (and if you're not, I suggest you try your hand at something else -- stat), then you ought to convey this message of confidence and quality to your constituencies. There is nothing shameful (or shameless) in that -- indeed, quite to the contrary.

And whoa, hold up, faithful readers from not-for-profit institutions, who are no doubt thinking with relief, Phew, she's not talking about us! Marketing is fine for the ol' corporate world, but we don't have the need -- or the budget -- for it. Wrong! Whether you're offering a community service, a four-year education, advocacy for a cause, or something else entirely, you still need to get out the message about what you do and why it matters. Indeed, marketing may be even more important for the not-for-profit sector, which relies not on sales revenue but often on donations, grants, and corporate partnerships for crucial capital.

Marketing doesn't mean you have to develop a Stalinesque cult of personality, make annoying dinner-time calls, or take out a billboard with your photo on it twenty feet high. (Though this last I've always found to be an appealing proposition for Yours Truly ... ) Depending on an organization's services, goals, and audiences, there's an authentic, organic marketing option out there -- one that will convey key messages and accomplishments, inform the public, and, yes, if done correctly, increase the bottom line. This is where marketing consultation is key. We can help identify resonant messages and tailor approaches to make an impact while keeping with an institution's identity. We can also implement these strategies, whether through an ad campaign, presentation coaching, social networking guidance, or a knockout annual report -- to name just a few options from the bag o' tricks.

But today's discussion is not one of means but of merit. I'm sure in later days I'll return to the subject of marketing, since it's a topic near and dear to my heart (and my business, and my education, and my abilities). Indeed, I already have a post on marketing myths and realities brewing in my brain...