after an uninspiring college class in marketing, our founder’s son said to his dad “Marketing is dumb.” sadly, he wasn’t entirely wrong, at least not how he viewed marketing. from the son’s perspective, marketing is only advertising, where you convince people to buy a product or service.
to help his son understand his father’s perspective (and career!), our founder said to his son:
“your view of marketing is too narrow and cynical.
good companies use marketing to create relationships.
the best companies use marketing to develop organizations that deliver continued value to their customers.”
– know your customer, market, and competitors
– identify the value and customer’s decision-making to meet the need
– developing product, service, experience to meet the need
– differentiating through what, how, when, where your company provides
(this is the part our founder’s son was overly focused on because it was most familiar to him as, like all of us, we are constantly exposed to advertising)
– crafting communication where customer sees need and your company’s uniqueness — today, that’s largely a digital marketing conversation.
– creating a relationship by building customer awareness, trust, and engagement — that’s brand strategy in practice.
– needs of customers come first
– company meets customer need “where customer is”
– crafting perceived value to customer: value > benefits (of product / service / experience) – cost
– facilitating and maintaining relationship
we don’t come in guns-a-blazing.
we come in
curious, inquisitive.
we seek
to understand your needs
and we strive
to find opportunities
for improvement–
at no-name, we go
above and beyond
the ask.
our job is to stay in the background so your local business, non-profit, or government agency can shine.
a Service Disabled Veteran Owned Small Business
