Shopping Cart
Your Cart is Empty
Quantity:
Subtotal
Taxes
Shipping
Total
There was an error with PayPalClick here to try again
CelebrateThank you for your business!You should be receiving an order confirmation from Paypal shortly.Exit Shopping Cart

Dr. Escalante Management Group, Inc.

A Financial & Managerial Support Enterprise

My Blog

Blog

Thoughts on Marketing 2

Posted on February 14, 2013 at 7:54 PM
I never imagined anyone would be reading my stuff; so I did not consider continuing to write. Anyhow, thanks to all. The responses have been inspiring, and I deeply regret not answering your comments, some of which I just realized existed. What a marketer, ey? Please read on...
 
Someone once asked me, "What is one of the first things you would do to determine a proper marketing direction seeking better results?" My response was rather simple and direct. If the measurement or evaluation of your efforts in each (and I do mean "each," because all search engines are not created equal, a brochure is not the same a s a flyer, radio is not just radio...) marketing area is proving positive to the desired degree, then you should seek avenues for improvement (there is always room for improvement). If you have no measurement or evaluation criteria or system, and you are designing and launching programs (web pages, brochures, information meetings, radio and the like) because this is what has always been done (what I call historical ignorance), or because this is what the industry does (what I call collective stupidity) then you should immediately stop EVERYTHING. If tossing resources out the window without second thoughts is what you are after, then go ahead, do that - stand at the window and throw them out; why bother with whatever you are calling "marketing programs"? And then, of course, blame your lack of customer, or client, or student, or patient, or whomever response on the economy. Blame your budget cuts and layoffs or firing people (except, of course, yourself - the "leader") on decreasing revenue.
What I found sad about that short conversation was the immediate response of, "Manny, we can't do that!" "How can we possibly stop our marketing efforts?" To this, I understood that "marketing" had to continue, regardless of results or lack thereof. "Marketing" must go on, perhaps to justify expenditures and show someone that we are doing something, and that the decrease in revenue, or sales, or units, or enrollments is not our fault. Could it be there is a year-end budget fear? That fear that if we don't spend what we said we would, then next year's budget will be shorter? Can't have that, now can we? Could it be that we really don't have a clue about marketing and how it works and what it should do and how it should do all the things it does?
Maybe you took a principles (and, please, it is PRINCIPLES, not principals - use a dictionary for the sake of your readers. I have seen this on education institution brochures and websites) of marketing course at the undergraduate level, and a marketing strategy course at the graduate level. Now, you are prepared to tackle the marketing world. You have answers and techniques. I don't think so!!! Some stories I could tell about failed "marketing" efforts of some of these folks. (Oh, oh. That brings to mind some teachers of the profession who have never practiced - went through undergrad, grad, post-grad school; read all the books, learned all the jargon and formulae; participated in round-tables and wrote papers, but never actually worked in the field, never actually did anything; never had to meet a payroll; never had to design a program that someone was actually depending on for revenue to meet payroll. Ah, to have tasted the blood of battle!)
We need more money. We have insufficient resources. Our people need to work the phones harder. We need to make more pitches. We, blah, blah, blah... Somehow it is never enough.
Of course it is never enough! How can there ever be enough when there is no understanding of even what is required. It is not about what you have, rather about what you do with what you have. It is about endowing your resources with increased wealth-building capacity (this is what I offer my clients). To do this, however, to endow your resources with such power, you must understand the game and its rules.
On the first night of class, I always like to ask my students to introduce themselves. Who are you? What do you do? For how long have you been doing it? Why are you here? What do you plan to do with this once you "finish"? I have received some cute answers, some pie-in-the-sky answers, some answers the likes of, "Gotta do it. My employer demands it if I am to get a five-dollar raise next year or a lateral move to some obscure department". The one that truly blew my mind, though I know for a fact that this is happening in many industries, many enterprises, every day, happened at a summer term course: "I work for a company that has exercise centers, and sells and distributes exercise equipment. I have just been promoted to the position of marketing manager, and I can't even spell the word." Was it just me, or did anyone else feel the slap in the face?
"Well, we need a marketing "person." Joe, the assistant over in accounting, is pretty good at graphic design - maybe a good choice. Then there is Jane. Jane has, for several years, been receiving calls from potential students and answering questions about our programs and requirements and general queries; she has also maintained and updated our student database, as well as printed letters, licked envelopes and sent out mailing pieces. That certainly qualifies her to be promoted into a marketing position. Of course, there is also Judy, who knows about web pages." And the story goes on. Subject-blind people using improper criteria for such a critical issue.
Let us remember something of crucial importance: Nothing happens until somebody makes a sale. If revenue is not resulting in "cha-ching" in your cash register, then, my friend, all you have is a hobby; it does not matter if your cash register is not-for-profit. I don't care how elite your professors. I don't care how unique your products. I don't care how many wonderful buildings you have or how beautiful your grounds. I don't care how astute your financial people. I don't care how great your accounting methods - accounts payable, accounts receivable, accounts throw-awayable, what accounts because you have no revenue. I don't care... whatever. I don't want to hear the babble and mountain-high BS. Truth is, you have nothing without customers. And get off your cloud, please. They are ALL customers. These are the people who pay you a salary (I don't know, maybe you're special and God sends it to you every payday. Or maybe you get paid from instituional endowments. Your students, not customers, are special people who are a raw material, who pay a "tuition" not a "price", that you mold into something better. Yeah, tell that to your mortgage lender at month end) - the salary that allows you to go to work (the job you got because you were able to "market" yourself to someone) every day because you were able to buy a car (from someone who "marketed" to you) and put gas in it. The salary that allows you to eat, and pay mortgage, and buy dogfood (hopefully not for personal consumption), and send your kids to school, and set aside money for retirement. I won't go on with the list, you're already bored to tears.
Without true marketing you have no buyers, you have no revenue, you have no business - period! Or did you think nature would send you customers because you're such a nice person with such a good idea? If you believe that, you must be the person who created the better mousetrap; better buy a new lawnmower because the grass is probably pretty high as no one has yet beat a path to your door.
People, we marketers - true marketers - are screaming this at the top of our lungs. We want to help. We want success for the masses. We want success for YOU. If you are not successful, then neither are we; we may all have to resort to eating dogfood. If you are not getting results, then perhaps your methods suck. If your marketer is not getting you results, then maybe your marketer sucks. If your marketer sucks, then perhaps you, too, suck. Are you listening?

Categories: Marketing

Post a Comment

Oops!

Oops, you forgot something.

Oops!

The words you entered did not match the given text. Please try again.

346 Comments

Reply web marketing long island
7:42 AM on February 21, 2013 
Some of the information in your article is which I have not aware of. I like the article. It is informative. Looking forward to read many more such informative articles and blog posts.
Reply rushessays.net
6:21 AM on February 28, 2013 
I agree with each and every conclusions made on this topic. It is really very informative. Thanks for sharing.
Reply Buy more one way twitter followers
12:54 PM on February 28, 2013 
web marketing long island says...
Some of the information in your article is which I have not aware of. I like the article. It is informative. Looking forward to read many more such informative articles and blog posts.

I really admire the post related to the marketing filled with the quality content and the concepts.I like the blog post to read and share.Thanks a lot.
Reply rushessays.com
9:54 AM on March 6, 2013 
Great blog post, however only a few of the points were actually treated really good,I definitely enjoyed what you had to say. Keep heading because you undoubtedly bring a new voice to this subject.
Reply dissertations.superiorpapers reviews
10:52 AM on March 7, 2013 
I have been through several posts on this very subject but the satisfactory information that I found here is something that all other blogs are missing.
Reply UK SEO Company
5:49 AM on March 8, 2013 
web marketing long island says...
Some of the information in your article is which I have not aware of. I like the article. It is informative. Looking forward to read many more such informative articles and blog posts.

Firstly thanks a lot for such a wonderful post. I would like to know more about such topics and hope to get some more helpful information from your blog. Keep posting...
Reply best essays
11:05 AM on March 8, 2013 
The insights and the opinions shared in this blog are appreciable. Blogger seems like an educated and knowledgeable writer with sensible thoughts. Good work and Keep it up.
Reply SEO Consulting Sydney
8:01 AM on March 12, 2013 
I always love to read marketing articles. I never thought that this topic could be so interesting. I’ll suggest you to my friends.
Reply term paper
4:56 AM on March 15, 2013 
Wow! I am really impressed by the way you detailed out everything. It is really going to help me a lot. Thanks for sharing your thoughts so clearly.
Reply Guerrilla marketing agencies
5:26 AM on March 18, 2013 
I am very impressed and appreciate your Thoughts on Marketing which gives more important thing s helpful for me to grow my business. So thanks a lot for this information about marketing which is very useful for me.
Reply jobs searching
11:55 AM on March 18, 2013 
I like the precious suggestions you shared with us in your expertly written blog post. I want to thank you for this. Nice work.!!!!!!!!!!!!!!!!
Reply Virtual Office London
10:17 AM on March 19, 2013 
web marketing long island says...
Some of the information in your article is which I have not aware of. I like the article. It is informative. Looking forward to read many more such informative articles and blog posts.

Wow! I am really impressed by the way you detailed out everything. It is really going to help me a lot. Thanks for sharing your thoughts so clearly. Keep sharing...
Reply custom term papers
5:27 AM on March 20, 2013 
rushessays.net says...
I agree with each and every conclusions made on this topic. It is really very informative. Thanks for sharing.

Whenever i see the post like your’ s i feel that there are still helpful people who share information for the help of others, it must be helpful for other’ s. thanks and good job.
Reply custom writers
10:07 AM on March 20, 2013 
I really congratulate the writer for creating such an impressive blog. Thank you for your valuable discussion on this great topic. This one is really a good post. It is going to help me a lot. The stuff and is very well topic related and useful for me. I quiet like the writers point of view. I think the content covered in the blog is quiet impressive and brilliantly conveyed. Good job and great efforts. Keep it up.
Reply Destination marketing speaker
7:58 AM on March 21, 2013 
I am interested in reading about more about marketing and would like to know the thoughts about it. Your blog fulfills my need to know about marketing. Thanks. Hope to see the next blog soon. Thanks.
Reply Forex Trading
6:59 AM on April 1, 2013 
Such a nice blog about marketing and the things required for it are too much useful and interesting. Thanks
Reply Virtual office
1:02 PM on April 1, 2013 
web marketing long island says...
Some of the information in your article is which I have not aware of. I like the article. It is informative. Looking forward to read many more such informative articles and blog posts.

I always like to read a quality content having accurate information regarding the subject and the same thing I found in this post. Nice work. Keep blogging...
Reply Authentic Custom Retro Jordans
9:13 AM on April 7, 2013 
we are update before long,it is new product,very fashion and style,So now what are you waiting, hurry to our jordans 11 choose and buy. Good quality and Fast shipping! Get Air Jordan 11 Bred Playoffs have a try.feng
Reply get pinterest followers
7:54 AM on April 8, 2013 
Wow, wow, wow! I wish I was a great writer like you, because trust me I am falling short off words to express what I am feeling after reading this blog post. I really appreciate your skills and thoughtfulness.
Reply Government Contracts New York
12:05 PM on April 8, 2013 
I am impressed by your marketing suggestions. This is not the first time that I am here on your blog. I learn something new each time I visit.
0