A new definition of marketing

I have been thinking a lot recently about how my company does marketing.

We used to have a great girl who worked for us (Naomi) who left a few months ago to set up her own company. Her remit was to handle marketing. It didn’t have any specific definition but Naomi did well because people really warmed to her. She made people feel important and cared for — and that was great!

So, it now comes back to me, so I have taken this opportunity to examine what we do, and perhaps start with a clean piece of paper with the word WHY? in large letters at the top (rather than just take what we do and add to it).

So – why do marketing? What is the purpose of it? What does it mean for our company?

Marketing is simply to build connections

I like this kind of question, rather than taking the one-size-fits-all approach. It’s good to think. So I took my journal and began to write. I came to the following conclusion: marketing is simply to build connections. That’s it. I appreciate that I might be taking old ideas and adding new language to it, but it has helped me.

This “new” definition for me has led me down some quite interesting streams of thought. One of which is what I have (imaginatively) called The Journey of Connection. Here is my rather primitive diagram that I have drawn to try and explain how it works within our company (if you can make this look better – please do! I’ll give you credit when used).

Step 1: Discovery

The first part of the journey is about discovery. Our potential customers and allies discover who we are and why we are here. This leads to the first stage of connection: beginnings.

At this stage there is no connection with us. There is, however, a possibility of connection. The flip side is that there is also a possibility that the fit is not right, so the potential customer finds another company to connect with. Both parties are wondering if there is a possibility of connection and working hard to answer that question.

Marketing in the discovery stage includes:

• Our website*
• Referrals
• Networking
• Media and PR
• Events*
• Brochures
• Cover letters*

Step 2: Conversation

During discovery, there is an agreement of a possibility of a connection. Through conversation, we understand if this possibility can be converted in a reality.

At this stage, there is a connection starting to form with between each parties. It is not a strong connection, but some level of connection does exist, but a large amount of nurturing is required to develop the connection further.

Marketing at the conversion stage includes:

• Diagnosis of connection’s requirements
• Quotation*
• Solution presentation (either phone or meeting)
• Drawings*
• Follow up conversation and action
• Website*

Step 3: Commitment

Through nurturing, the connection begins to strengthen until a commitment is made between us and a new customer is created.

At this stage, there is a high level of connection between us and a desire to deliver well.

Marketing at this commitment stage includes:

• Sales confirmation*
• Invoice & payment
• Technical drawings and information
• Site meetings*
• Installation process
• Website*

Step 4: Deepening

This is an easy stage to forget. Once people have become customers, we can assume a connection still exists. This can be sporadically improved by random acts of service that occur. The trouble is though, at this stage – whilst there is a strong connection between us – it can still be broken and customers can move away if the sense of connection begins to wane.

There should be a deliberate set of actions to deepen the connection with customers so that they become more than customers. They become allies that champion our cause (something that they are deeply connected to).

Marketing at the deepening stage includes:

• Service
• On going communication*
• Greater understanding
• Events*
• Website*

How connection works

The reason that this has been interesting to me is that it has changed how I perceive what marketing (especially in my company) actually is. It is more than just a nice website and fancy brochures. Sure, it is about lead generation – but what kind of lead?How do we move forward with that lead? Yes, it is about lead conversion and the sales funnel. Yes, I will still use Google analytic to monitor key word traffic from the web – but it is no longer a numbers game. It is a connection game.

When I write a cover letter, I now ask – “How does what we have written build connection with the person that I am sending it to?” The answer was it didn’t. The letter is a promotion about us and what we do. There is nothing to connect to in that. What would be the impact if I got rid of the cover letters and sent the brochure with a hand-written PostIt note? Would that build a better connection?

So, if I look at each of these areas and ask myself – “how does what we do build connections?” it changes how I think about the material. Connection is about relationship, it is both significant and meaningful. Connection is dynamic and has depth. In that context – a lot of our material seriously needs an overhaul, and we do very little at the deepening stage.

The items marked with an asterisks (*) are all items that we will specifically target in the next quarter through the connection “lens”. I’ll let you know how it goes (of course it may take a while before we really see the impact, if any, that this causes).

Two great books that have helped me understand how to connect better: Start with Why by Simon Sinek and Everyone Communicates, Few Connect by John Maxwell. I’ll post my notes on those in another post (Amazon links are affiliate links).

PLEASE NOTE THAT I HAVE NOW ADDED A SECOND POST ON THIS WITH UPDATED DIAGRAMS. Have a look at: http://www.mattedmundson.com/2010/06/update-a-new-definition-of-marketing/

I hope my “formings” make sense. Would love your feedback on it all – so leave a comment about it. Right path or just being flakey? Make sense or mumbo jumbo?