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There is nothing wrong with change, if it is in the right direction. – Sir Winston Churchill |
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GlossaryAudit, marketingMarketing consulting has very much in common with medical consulting, the consultee being a kind of "patient." Like a patient, the consultee should want to improve his marketing "health." Further, like a patient, a marketing Client (or an advertiser) should understand that just like a doctor will never recommend a patient any treatment without proper tests and analysis, so a marketer will never come up with any recommendations without a proper marketing audit. And finally, just like two doctors may make different diagnostic conclusions and recommend different treatments drawing on the same test results, so two marketers may make different conclusions and recommendations. In either case very much depends on their experience, intuition and some professional "thinking." Thorough marketing audit is the starting point in our marketing consulting. When conducting a marketing audit, we use time-tested methods and tools, such as splitting of a company's marketing picture into "interfaces," brain storms, Client experiments, and so on. Campaign, marketingThe most efficient way to affect the market is to employ not advertising but marketing campaigns, comprehensive exercises that incorporate the whole marketing and advertising armamentarium, including the enormous potential of the internal marketing and reasonable, economical advertising efforts. "Client" experimentA marketer's analysis is an analysis that starts with your putting yourself into the shoes of an average Client, a typical representative of a given target audience. An adman's analysis should also include cover an average reader or viewer of a given media. One of the tools is a "Client" experiment, real-life or mental, where you turn yourself into a visitor of your office, your store, a participant in a conference, visitor of your site, and so forth. During the experiment keep asking yourself dozens of "Client" questions: What does the Client need and want? What does he see, hear, smell, feel? How is he welcomed and served? Is he comfortable and happy? Etc., etc., etc. And, then: What should be done to rectify the unearthed wrongs? Communications, marketingIt is reasonable to define marketing communications not just as advertising and PR, but rather as the whole set of means and ways to affect the mind of the consumer with the purpose to influence his buying decision. It is well to remember that... Everything communicates; everything what you do and what you do not do, what you say and what you do not say in the market.
This can be depicted as follows:
Company, Client-orientedA company whose philosophy is the concentration of everything on His Majesty the Client. This is the only possible way for a firm to succeed in highly competitive markets, especially in the New Economy. Such a company is generally represented by the following diagram:
"Interfaces"It is useful to represent a company's relations with the world as a set of "interfaces" (other terms can be thought up). Interfaces can represent, for instance, the company's relations with individual market segments; with suppliers; with re-sellers (wholesalers, stores, etc.); with partners; with government competent organs, and so on. A very important interface is that facing foreign suppliers and partners. Our experience shows that this approach enables one not to overlook anything important in each interface. Moreover, it saves money and time. MarketingAll in all, there are said to be about 2,000 definitions of marketing. For our practical needs and purposes, we use this one: Marketing is meeting the needs of a Client with a profit.
There is another useful definition by the business guru Peter Drucker: "Marketing is the whole business seen from the point of view of its final result, that is, from the customer's point of view." The mainstay of marketing is not knowledge, but rather creative marketing thinking. Marketing, externalThis is marketing in the common sense of the word. As the name suggests, it is concerned with relations and communications of a company with the outside world, primarily customers. Marketing, internalInternal marketing addresses employees and the corporate atmosphere viewed from the point of view of the Client. It's a task of internal marketing to make every employee a walking advertisement of the company and heartily interested in improving the customer service. Another task of internal marketing is making the atmosphere in the office, store, etc., as Client-oriented as possible. Moments, sellingSelling points (advantages) of a product, service, or company are assets of interest to the Client. Primarily, those are the assets that compare favorably with those offered by the competition. In a wider context, ranked among the selling points, in addition to unique advantages, should be adequately described benefits generally speaking obtainable from the competition. The selling points are identified through a marketing audit. Selling points are employed in sales and advertising. PositioningOne can talk of two positionings: your idea of your positioning, and the real positioning in the mind of the Clientele. All too often these are at variance. It only makes sense to consider positioning after you have received a complete understanding of your selling points and advantages. It is a good idea to start with an analysis of what the company does better than the competition. It is to be noted that your company will get positioned anyway – on the strength of the quality of your products and your marketing communications viewed in a wider context. PR (Public Relations)Public relations is concerned with the establishing and maintaining relations, mutual understanding and cooperation between the organization and the public, one of the forms of marketing communications. We regard PR not as an independent activity, but as an integral part of marketing communications. Ideally, PR shall get the same ideas and selling points across to the audience as other communications. In PR, just as in advertising, the content is more important than form. Profile, corporateA description of a company. It is very important, especially when attracting new Clients and partners. A profile meant for a Russian audience is generally written slightly differently than for a Western readership. Research, marketing (market)Collection in the field of numerical data, as a rule, using polls and interviews. Marker research calls for significant means and time, all too often it yields distorted data. For other limitations of fields research see "Six Myths of Market Research" by Oren Harari, of California University. Rule, platinumEverybody knows the Golden Rule in the Bible – Do unto others as you would have them do unto you. Marketers and salesmen are taught that the Golden Rule is no good in a market economy – not everybody by far wants to be treated as you want. They are recommended to use the so-called Platinum Rule: Do Do Unto Others as They Would Have You Do Unto Them.
SegmentationA convention to divide the market into segments by certain criteria. The idea of segmentation occurred when it was noted that one and the same product or service may be bought absolutely differently by different people guided by different selling points or even prejudices. Practical segmentation calls for a thorough analysis and real creativity. Seminar, corporateA seminar held specially for a company. Corporate seminars are fine-tuned to the specialty of the industry and the company itself. They are meant to cover a large contingent (normally managers of all levels). Our corporate seminars cover marketing, elements of sales, advertising, branding. Among other things they improve the marketing culture and thinking of the company. Usually, after a seminar it is easier to deal with corporate sections. Storm, brainA decision-making method based on the following principles:
Thinking, marketingMarketing thinking is the core of the marketing profession. It starts with a useful "disease" called Clientomania, which is an automatic habit to approach literary everything in business only from one angle, from the angle of His Majesty the Client. This is a habit to turn into the Client, to be guided by the Platinum Rule of marketing. The main tool of marketing thinking is emotional analysis. It is the ability to think for the Client and to feel for the Client, the ability to perceive about the Client everything that concerns your product category and your product, to identify his true needs and to understand the considerations and emotions with which the Client approaches your product, service or proposal. A result of this analysis should be a list of all selling points, both rational and emotional. Marketing thinking is crowned with creative solutions. This is an ability, drawing on the results of the emotional analysis, to make decisions that enable all the corporate resources available to be deployed in order to best meet the needs of the Client, and thereby to achieve maximum sales. And to get maximum profits!
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