“Marketing Does Not Work” Really?

Marketing success is not kept a secret and it certainly does not have a magical recipe! It is actually fairly simplistic. When you market your business correctly, you will thrive and if you market your business ineffectively, you will struggle. This statement holds true because marketing is based on not only needs and wants but also cause and effect.

Earlier this month I received an email from one of our partners that was telling me about how they were trying to expand their client base in their area – but that their marketing strategies were letting them down and basically told me straight up that “Marketing doesn’t work.”

Your Tools Are Not To Blame

In the above example, the suggestion was that the failure of this company’s efforts to generate business was not their fault, but that marketing ‘doesn’t work’. Actually, their problem was not as they suggested, it was simply that they were going about it all wrong!  For example, a poorly written advertisement or campaign, placed in the wrong location or targeted towards the wrong market, is unlikely to generate a ton of interest or sales!  However, this certainly does not mean that marketing doesn’t work; it just means that the strategy and placement was wrong.

When selling goods and services to people remember that they will buy more based on what they need or want. When you identify those needs and wants you can provide the best solution for them. Then you can “go and advertise” where they go to fulfill those needs and wants. This is one of the reasons why ExchangeDefender goes to so many tradeshows and industry events as part of our marketing efforts; we can reach more solution providers were they are and better cater to their needs and wants.

Stephanie Hasenour
VP Marketing, ExchangeDefender
stephanie@ownwebnow.com