I remember I was discussing with a local entrepreneur 2 years ago when we first met at our kids’ football game.
He is selling plant pots to traders around the country.
When I explained a few things about how I work, he shared a story.
He always believed that marketing and advertising are just a waste of money, an unnecessary luxury, an expense without meaning. Just like my father.
But one day he was on a business trip somewhere and he was invited to a trade show by the founder of a magazine.
He did not want to attend the show and he did not want to refuse their proposal by just saying no either.
So he decided to give away a beautiful small tree as a gift for their show and he explained that he had to go back to his town.
The founder of the magazine was impressed by his gift and later when they spoke on the phone he informed him that they took pictures of the plant in the show with various attendees and that he created a mini ad space for the donated tree in his magazine.
It was a picture with a tiny little ad at the bottom of the page.
It was just saying…this tree was donated by Mr. X for this show along with his telephone number.
For many months, after the ad was created, he was receiving phone calls from various business people all over the country telling him that they wanted a tree like the one in the picture for their facilities. The donated tree paid off its value 50X eventually, not to mention the new business relationships he could take advantage of.
This is when he realized the phenomenal power of marketing.
Importance Of Marketing
What is Marketing?
Marketing is the art of drawing attention to a company’s products and services and it incorporates researching, advertising, sales, branding, public relations, product design and distribution, and more.
It’s about interacting and engaging with the marketplace, nurturing prospects, converting them into paying customers by providing solutions to their problems, needs, and wants, and turning them into repeated buyers, advocates, and promoters of a brand.
70+ Reasons On Why Marketing is so Important
- Identifies people’s problems, needs, wants, and aspirations
- Discovers hidden opportunities in the marketplace
- Recognizes unsatisfied groups of people
- Helps brands gain insights into the competition
- It draws attention
- Defines and attracts a targeted audience, people who are interested in a brand’s offerings, solutions, products, and services
- Creates awareness
- Acquires leads
- Helps people become familiar with a brand and its values
- Invites people to try out products and services
- Helps brands become visible in the marketplace
- Defines a unique selling proposition and differentiates brands from the competition
- Showcases a brand’s expertise and positions it as a leader
- Develops close relationships with customers, influencers, and other companies
- Creates a strong social presence, helps brands gain followers
- Content marketing increases online traffic and improves SEO performance
- Builds trust with prospects by continuously nurturing them
- Builds authority and credibility
- Helps brands follow-up on prospects
- Propels prospects to take action
- Educates prospects and customers with facts, statistics, research findings, etc so they can make well-informed decisions
- Explains the benefits of products and services and the advantages of using them
- It shows why a company’s products and services are great
- Helps people envision a better future for themselves
- Helps customers solve their problems and pain points
- Offers incentives
- Converts prospects into buyers
- Converts buyers into customers
- Converts customers into repeating buyers
- Converts customers and clients into raving fans and brand evangelists
- Keeps a steady flow of customers coming in and retains existing customers
- Creates the feeling of community
- Satisfied customers are part of a brand’s movement
- Keeps in touch with the customer base
- Delights and entertains customers
- Increases customer loyalty
- Earns referrals
- Prepares a sales environment
- Helps people become receptive to sales messages and pitches
- Removes the risk from buyers
- Guarantees results and satisfaction
- Closes the sale
- Shows appreciation and gratitude to customers so they feel important
- Keeps customers interested, on alert
- Makes customers receptive to new product, services, and ideas
- Tests prices, quality, design, ad copy
- Receives and analyzes feedback from the market
- Segments people into different buckets (groups, lists, or categories) so a company can provide tailored experiences
- Attracts the right customers and repels uninterested people who have low chances of converting
- Multiplies results
- Minimizes costs
- Increases conversions and revenue
- Decreases overhead
- Reduces refund rates
- Drives business growth
- Improves product quality
- Helps in product development
- Helps management make informed decisions
- Improves the overall company’s performance
- Helps brands discover new audiences, niches, target markets
- Creates ideas for new products and services
- Creates info-products that can be added to any company’s arsenal to complement other digital or physical products
- Creates multiple streams of income (front-end, back-end, upsells, downsells, cross-sells, funnels, etc)
- Helps brands evaluate current assets they have in position
- Identifies hidden assets
- Creates excitement, anticipation, a buzz (product launches)
- Delivers value in the marketplace
- Opens up doors to potential partnerships and joint-ventures, networking
- It opens up a whole new world of opportunity by reaching new audiences and markets with the help of affiliates
- Helps brands connect with affiliate and advertising networks, forums, communities
- Utilizes competitors’ assets, resources, and clientele with strategic partnerships
- Gives leverage
- Attracts investors, funding, influencers, vendors, sponsors
- Helps brands during tough economic times
- Guerrilla techniques make it hard for people to forget a brand’s name
- Reminds people of a company’s existence
- Sustains brands’ presence and reputation
- Brands that don’t utilize marketing, lose share to their competitors
- Leads to success
And as Jay Abraham, one of the top marketing strategists in the world says…
Marketing is the mechanism that keeps businesses alive and thriving.
Without marketing, we lose customers, and therefore money.
Is the difference between the life and death of a business
The Orange Juice Invention Story
In the early 1900s, orange juice wasn’t a thing.
One day, a marketer called Albert Lasker was informed that orange growers were chopping down trees due to over-production.
People weren’t eating enough oranges and Sunkist Oranges, a company, was suffering heavy losses because of it.
They asked for Lasker’s help.
Lasker after researching discovered that one glass of orange juice required 2–3 oranges, and his firm designed and manufactured an orange juice extractor.
His goal was to make drinking orange juice a habit.
Eventually, they managed to sell the orange extractors to the public for 10 cents bundled with 2-3 oranges.
The ad slogan…
Drink an orange.
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I hope you enjoyed this quick tour of the beautiful world of marketing.
Don’t be afraid of it, don’t shy away, make it an ally, and chances are, you’ll have a thriving business, soon!
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That’s it, another article has finished, here on Web Market Support. I am waiting for your comments and thoughts. Till next time.
Tasos Perte Tzortzis
Marketing Specialist, Entrepreneur
Although doing traditional business offline since 1992, Tasos fell in love with online marketing in late 2014 and has helped hundreds of brands sell more of their products and services on the web.
He enjoys reading, music & arts, mathematics, chess, coffee, swimming, Audi, and playing with his kids.