WHITE COLLAR ISSUE 001 3
WHITE COLLAR | ISSUE 002
IS ADVERTISING THE SOLUTION TO YOUR BUSINESS PROBLEMS? Which brings me to the questions, does Marketing (Advertising) solve all business problems? Depending who you ask, the answer can easily vary from person to person. Every business needs an element of marketing, not necessarily advertising. If anything with good / right application of the marketing principles, one really doesn’t need advertising. Back to Basics (that we often forget) My definition of marketing is understanding the market, knowing the customers, producing (offering) them something they want / need. This has to be at the right price (where they feel they get value) delivered by the right people (the team) at the right time and place.
Sales are low – we need a advertising. Profits are low – we need advertising. Customers don’t like our products advertising. These are some of the statements people in management and business owners say. Not all, but a good number.
10
A MAGAZINE FOR THE CAREER-PERSON AND ENTREPRENEUR
Now, with that basic understanding of marketing, as a business owner / manager, will advertising still solve all your problems? You as a manager are better off ticking off all other boxes before advertising. Yes, there is a place for advertising. Yes, it can bring in new customers. Yes it can increase your turnover. No, it won’t be sustainable unless all other factors are catered for.
A MAGAZINE FOR THE CAREER-PERSON AND ENTREPRENEUR
10
