John Delavera - By John Delavera - June 2009

Why Marketing Is Imperative For Your Business Success

by John Delavera
Is this you? Your company makes the best product of its kind in the world. You know this and are sure of it. Considering that fact, you see no real reason to put a lot of money into marketing. You are convinced the product will speak for itself.

Do not fool yourself. You could, in fact, have the best, most affordable, highest performing product of its type on the entire planet and still not make a single sale. If you do not take the time to talk up your product and market it to people, they simply will not buy. People have to be sold on an item to actually make the purchase. It is that simple.

Marketing is an imperative expense for any successful business. While there are many types of marketing that can pay off, some efforts will show bigger results than others. Even if your product does speak for itself to an extent and you gain word of mouth and referral advertising from customers as a result, it is still vital to back this up with constant reminders.

Stop for a moment to think about companies that have become known and trusted on an international level with their products and services. People instantly recognize their logos, their products and even their packaging schemes without the need for further marketing. Still, these companies continue to run television and radio commercials, they buy newspaper and magazine advertisements and they might even sponsor very public events. They know they have to remain in the public eye to stay on top of their game. Even if they have reached the level of being the best of the best in regard to sales, they will not ease up on marketing.

The biggest companies in the country or even across the planet may not even offer the highest quality products for the price, but they get the business nonetheless thanks to the advertising efforts they employ.

Why is this so?

It often boils down to the fact that the world’s biggest companies have learned a few marketing secrets that you may not know about. While standard marketing efforts will produce good results, they generally will not propel a product to the pinnacle of its industry. Extremely successful companies run marketing campaigns that go well beyond the standard and they use techniques you and your marketers might not be aware of.

What is it that successful companies and their marketers know that you might not?

It all comes down to how marketing efforts reach out to consumers. Great campaigns not only sell products, they also sell emotions, speak to people on a subconscious level and even compel them to buy using the techniques of influence. While the television commercials and magazine advertisements used by the business elite might look reasonably similar to the ones you have considered, their efforts tend to reach people on a different level and they continue to do so through reinforcing campaigns.

It is possible to make sales without employing marketing campaigns. If you want to see your business really succeed, however, advertising will be a must. To enjoy even greater success, it pays to delve into the secrets that the big boys know and you might have overlooked.