Nine Myths of Marketing (Part 3 of 3)

For the last two months, we have been discussing nine common myths of marketing. In this, the last of this three-part series, we will conclude with three final myths and misconceptions of marketing.

Myth #7: Marketing is for companies with concrete products.

In truth, marketing campaigns are effective for both product and service companies. Whether you offer widgets or legal services, a comprehensive marketing campaign with research, objectives, a well-developed strategy and customer feedback can boost your sales. The only difference is in the presentation. Concrete products, such as widgets, may benefit from give-aways, coupons or hands-on demonstrations. Service companies may find improvements in sales from attending trade shows or print advertising. Check with a marketing professional in your area for a comprehensive analysis.

Myth #8: Marketing is just about ads.

Marketing has evolved into a precise science that runs the gamut from identifying needs in a particular industry to assisting CEO's with defining their strategic objectives. (And everything in between!) While marketing can involve the creation of promotional materials, it also involves the coordination of designers, writers, printers and other service providers to make it all come together. Don't underestimate the amount of effort a well-designed marketing plan can take.

Myth #9: Marketing is only helpful for profit-making companies.

This couldn't be farther from the truth. Non-profit organizations are routinely fueled by well-oiled marketing plans and objectives. It takes a great deal of planning and foresight to rally a community around a particular issue. Remember those little ribbons that everyone wore pinned on their blazers? They are a product of a well-organized marketing maneuver to stress the importance of a particular issue. Marketing is also necessary in maintaining the financial health of non-profits. After all, many of them depend on donations to survive, which would be difficult to secure without the publicity that good marketing generates.

As you can see, marketing is about much more than just sales or a chipper personality. Marketing encompasses a wide variety of activities that can create brand recognition, trust, donations and awareness of a particular product, service or issue.

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