Guest Blog: The Worthington Word
“I don’t believe in marketing,” the business owner said. “Marketing doesn’t work!” he added. I thought, “Wow! What planet is this guy from? Has he ever heard of Nike, Geico, Budweiser, FedEx, or Michael Jordan and Paris Hilton for that matter? Did he hear how much really successful companies are willing to pay for advertising during The Super Bowl? How could anyone in their right mind in the 21st century say that marketing doesn’t work?”
I was just a rookie Franchise Developer when I spoke with that business owner, little did I know that many small business owners have the same sentiment…including some franchisees. I would like to take a moment to say that MARKETING WORKS…IT MUST WORK! We know it works because everyone reading this article has heard of the above mentioned companies and people…because of marketing. It must work because without it we have no real business – we may have a job working for ourselves but not a business.
Peter Drucker, the father of modern business management, said, “There is only one valid definition of business purpose: to create a customer.” Think about it, without a customer, can there be a business? It really doesn’t matter what the product or service, if a business is to produce profit it requires a customer. And where would that customer come from? Well, Mr. Drucker goes on to say, “Because its purpose is to create a customer, any business enterprise has two – and only these two – basic functions: marketing and innovation.”
That’s breaking it down to the basics! One of the primary functions of business is to market. Now, the marketing that he’s speaking of is much broader than an ad in the local magazine, but I want to keep it simple. Mr. Electric has created the customer service delivery system (a marketing function) targeted for our customer. We’ve also created branding and messaging. What’s needed by the franchisee is the commitment to local marketing. Furthermore, that commitment needs to be the top priority of the franchisee. The first and foremost responsibility of the franchisee is to ensure that she is executing the marketing plan.
If attitude drives actions and persuasion drives performance – which it does – then every franchisee must first buy-in to his role of Chief Marketing Officer of his local franchise. Buy-in brings commitment and then action. The franchisee must eat, drink and sleep marketing. She must get up in the morning with marketing on her mind. She must be thinking of marketing through the daily activities of life.
Marketing works! Marketing must work and it must be priority number one. Having a marketing mindset is a first step toward success. Mindset even trumps money. A committed mind will find creative methods. I’ve seen franchisee with little money but big commitment come up with creative marketing strategies, make spending decisions based on marketing and over the years win big!
Are you committed to marketing? Is it your number one priority? When you learn the secret of marketing you’ll be on your way to success!