9
What’s in your marketing toolbox? Advertising, research, public relations, and branding are all items in your marketing Leatherman, and each has a specific purpose that professionals should know about. O P I N I O N
A s a mom of three boys who have more battery-operated remote-controlled cars than our neighborhood toy store and who recently built a raft to test the rapids of a nearby creek, I’ve become overly fond of multi-tool devices. Instead of a mad hunt to locate a screwdriver, wire cutters, saw, or plyers, it’s much more convenient to reach for one handy tool (think Leatherman) with a multitude of hidden contraptions that almost magically appear whether I’m changing batteries for a remote control or cutting rope for a raft. What’s important to remember, however, is that collectively this makes a great set of tools but each individual contraption has a specific purpose.
the cost if you can only do it a few times a year in a handful of publications. I’m a believer that consis- tent, ongoing placement is how you’ll get the most bang for your buck. Research. Simply knowing your market is some- times the best marketing strategy. It keeps you fo- cused on understanding your clients while allowing you to test messaging and assess your competition. Much like the dreaded, 10-page users’ booklet of a newly released tool, research can seem daunting and, therefore, gets overlooked. Instead of ignoring it altogether, determine what form of marketing research works best for your firm. Is it primary re- search that your firm needs to conduct (i.e., client surveys, post-occupancy measurement evaluations)? Or is it secondary research that is already published/ acquired by trade or industry journals that just needs to be gathered and put to good use? Regard- less, make your decision based on the value you will receive in return. Public Relations. In my opinion, public relations is your power tool. Not only does it promote your brand, your work, your people, and your thought leadership, it does it all without the need for a large budget (assuming you have an in-house PR profes- sional on your marketing team). Public relations builds third-party credibility and shapes perceptions “Public relations builds third-party credibility and shapes perceptions.” “Knowing your market ... keeps you focused on understanding your clients while allowing you to test messaging and assess your competition.”
Much like that of a Leatherman device, marketing has a number of tools that extend from its core. Tools such as advertising, public relations, branding, and research are all unique and produce different results. But, because they are nicely bundled within the marketing Leatherman, the meaning of each often times get muddled in the minds of design professionals. “Marketing has a number of tools that extend from its core.” Recently, a partner confidently said to me: “I want to reallocate some of my budget so that I can put some money toward PR.” I politely responded, “Great news … with our internal team, PR doesn’t have to cost you dime.” Turns out the partner was really referring to advertising, not public relations. While different people have varying views on what the true definition is of each tool within the marketing mix (thus, the reason there’s so much confusion), there are some general things we should remember about each: “If you happen to find yourself with an advertising budget, use it with purpose and rigor.” Advertising. Advertising pervades every part of our lives – from radio, Internet, and television to print media, city buses, and billboards. It’s also like the tool at a local hardware store behind the glass case - it is by far the most expensive and often times out of reach for many firms. If you happen to find your- self with an advertising budget, use it with purpose and rigor. Your message should be well-crafted and your creativity memorable. Advertising is not worth
See KELLY THOMPSON, page 10
THE ZWEIG LETTER SEPTEMBER 14, 2015, ISSUE 1119
Made with FlippingBook Annual report