Climbing Above the Competition: Marketing Versus Advertising

摘要

You can learn more about how to help your business at www.autosalvageconsultant.com, where you will find other articles of interest. AutoSalvageconsultant.com was formed in 2001 to help recyclers improve their businesses. With over fifty years of experience in three staff members, the group is the definitive source for recyclers' management and training needs. How do you promote your company? There is so much noise out there in the form of advertising that you must have a good answer to this question, or you won't climb above your competitors. If people don't know about you and your business, you won't be in a position to be considered when they need the products or services that you sell. Are marketing and advertising the same thing? Many people believe they are. The typical small business makes this assumption. Some small business owners don't think about marketing because they are already advertising somewhere in some small way. That's too bad. A clear understanding of the difference between marketing and advertising is something every busi-nessperson should have. Advertising: This is paid promotion, such as placing an ad in newspapers, trade magazines, or on radio and TV. It usually includes an offer or announcement of products, services, discounted items, and coupons. Every business should advertise in today's economy, but those who get ahead are the ones who know how to market as well. Marketing: Marketing is the crafted means of letting people know you are in business and where they can find you. It has many forms, such as press releases, magazine and newspaper articles, and interviews. It's company participation in community events, and even participation on a private level on public boards. Marketing is contacting people who can influence others and help create awareness of your market presence. Effective marketing is even having your banker speak favorably of you when you are not present or having a customer refer your business to a friend.