Nine Myths of Marketing (Part 1 of 3)

As in every discipline, myths about the science and scorcery of marketing abound. In this, part one of a three part series, we'll discuss the myths and realities of marketing success.

Myth #1: Marketing is only done before clearance sales and before the holiday rush.

One of the cardinal rules in marketing is that it is a regular part of your work. Indeed, if your company only performs functions defined as "marketing" during critical times, you have a problem. Marketing activities that promote your products or services should take up approximately 25 percent of your work week. Think of it: that's one full work day during a typical work week! This consistency keeps your name in front of your clients and customers on a regular basis, which leads to consistency in sales and profits. If you company is only marketing during the holidays, for instance, think of all the opportunities you are missing.

Myth #2: Marketing techniques are only used to generate sales.

Sure, marketing activities are geared toward affecting the bottom line in a positive manner but there are other facets of marketing that don't directly focus on pushing a product. Marketing also involves maintaining or increasing brand recognition. For instance when you think of Levi's, what do you think of? Jeans, of course. What do you thinkg of when you hear the word "coke"? Certainly not a type of ore, I'd imagine. Marketing, through the use of radio, television, print and electronic advertising, along with creative package design and coordination of theme, all contribute to a company's brand recognition.

Another area where marketing affects more than sales is in reputation. Positive or negative public relations is dealt with in many companies by the marketing department. Is your company involved in charity work? Creative marketing can make the most of your efforts by showing that your company is an upstanding citizen of the community - one that is willing to give back regularly.

Marketing is much more than just selling a superior product. It can build brand loyalty and community support.

Myth #3: Marketing is the job of the marketing department.

Really? If you have a marketing department, that might work. In reality, many small companies can't afford to staff a separate marketing department apart from other jobs. So everyone has to participate. In these cases, marketing activities need to be incorporated into everyone's job with concrete measurables. Without this effort, no matter how good your product is, it will be difficult to sell it.

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