Marketing Skills - A Practical Guide

You don’t need to know everything about it - you just need to know what it can do for your business.

Some people incorrectly believe that advertising and promotion are one and the same. This is not the case as advertising is just one specific tactic that can be used to promote your business.

What we think of the product or service we offer is far less important than where we are in the ‘mind map’ of our customer. Perception is reality. Whatever the perception our target customer has of our offering, and of us as an organisation, is their reality. We may disagree. We may know our offering is superior to everyone else’s in the marketplace. But this is irrelevant if we can’t convince our customers.

We also need to address the issue of knowing where your company sits in the context of how influences in the wider marketing environment impact on your prospects for success.

the minds of present and potential clients the image/personality they want to project (the Corporate Image)?

So does the advertising support the context that the company wants its product to be seen in? Does it evoke, in

If you are unsure on any item, you should ideally refer it to someone unconnected with the business for an objective viewpoint.

always keeping an eye to what the competition offers

Knowing where we stand in this landscape is vital to knowing what we can do to compete

Perception is reality.