A NEW DAY is DAWNING
I've been a little annoyed for a while now -- annoyed because business owners like us have been getting the short end of the Marketing stick. (If you're reading this, and you have 1 or more presidents and 5 or more executive vice presidents, I'm not talking to you.)I'm talking to my fellow business owners who are told every day of every week of every month how important Marketing is, but are not being given correct information.
For instance, there are many companies out there that promote themselves as Marketing companies, but all they provide are printing and design services. Or, companies that say they help you with Marketing, but all they do is sell you a mailing list or build a website. I'm not saying that these companies or their services aren't important -- or even a part of the Marketing equation -- what I am saying is, they are not the whole picture. And if you're not getting direction that helps tie all of it together, then you're putting your business at a disadvantage.
The definition of Marketing is "the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling." The key phrase in this definition is "the total".
Can you and your business get by doing what you've always done? Possibly. But the months and years ahead are unlike what any of us have been through in our adult professional lives. A new day is dawning in our country, which impacts our businesses. Can we do the same thing we've always done? Absolutely. But, is it worth the risk?
