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Don’t get me wrong on this…. It’s quite normal for someone not to understand your career. In fact, you’re most likely to hear people say, “You’re a marketer…so do you go from door to door selling your products or do you advertise in supermarkets?”
And get this, NO Marketer likes those questions especially if they hold a senior position in marketing. It can be quite offensive. So let me educate you on what’s the difference between the two and why people get offended or upset by that.
Let’s start with the basics, “what is Marketing and what is personal selling?” Believe it or not, Marketing is like a whole subject and personal selling is a topic within the subject. So what does marketing really entail? Marketing is simply the process or a set of activities that add value to a good or service offered. From how the PRODUCT looks like, to the PRICE tagged on the product, to the PLACE or distribution channel used and finally to the PROMOTION used to create awareness and promote more sells.
I hope I’m not losing anyone to boredom because we aren’t close to halfway…. When it comes to Promotion, you’re persuading a customer to purchase the product by giving them relevant information about it. You can use Public Relation, Advertising, Sales Promotion and Personal Selling. Yes, people, we’ve hit the jackpot! Personal Selling is actually a means of promotion, where a salesperson comes and persuades you to buy his product through his presentation. BINGO!!!
Are we done yet??? NOPE….I’m here to make you understand these two concepts because some people think that a marketer can play the role of a salesperson and vice versa. And I’m here to say that it’s impossible. Why? Because the work of a marketer is to understand the need of the customer and ensure that the need is seen or felt in their product. More so, their job is to understand their customers’ sales frequency and get strategies of how to increase that frequency. ON THE OTHER HAND, a sales person’s job is to be a sweet talker/charmer…what does that really mean in business??? To know what the customer wants to hear and observe their non-verbal and verbal communication so as to know how to respond.
And both are important within the business since they are interdependent to each other…Think about it, without the marketers how will potential customers know about your product, yet without salespeople how can you influence both the market share and sales share?
But in the world of marketing, there’s a nature of evolution and change, where what was there 5years ago, might not be practiced today. Think of new concepts such as Telemarketing, Customer Relationship Management, Digital Marketing and CIM (Charter Institute of Marketing)….and where some of these offices are merged.
The lesson of the day, please get to know the trends of marketing….there are interesting facts. I would honestly like to hear comments on Marketing and Sales guru, whether you have an academic qualification or experience qualification…All are welcomed.
The kind of promotional activities you’ll execute is determined by the type of Line Marketing you choose. Let’s break this down gently by answering one simple question, “What is line marketing? “ It’s simply the group of promotional activities you’ll select to communicate and get the attention of your potential customers.
So there are ways of getting your customer’s attention, which is similar to how you get into a relationship…yeah, it’s that simple, but the wrong move can make have a bad impression. We have three types of line marketing to go through, one being Above the Line Marketing.
So for your first date, well, in this case, your potential customer, you need to build your awareness on your brand and reinforce the emotional concept surrounding your product. The whole concept is to get a better connection with your audience. Make your date laugh, cry, happy, amused…as long they are willingly giving you their attention then “wameingia box”. And that my friend is Above the Line marketing which will involve mass media channels like TV, Radio, print advertising (magazine, newspaper, and posters), internet and cinema adverts.
Let’s recollect our concepts… Above the Line are advertising activities involving mass media channels and targets general wide reach of potential customers.
Shall we continue???
Now after wooing or being wooed to….there is a need to manage and maintain the relationship. Yes you got him at the palm of your hands, and yes you swept her away…but all in all, you have got to ensure that there’s progress…and it has to be in a personal touch.
And that’s what Below the Line marketing is all about…making sure your customer recalls your Brand and there is a strong relationship between you and your customers. In short, Below the Line marketing is advertising activities that involve Indirect Marketing means for a smaller but targeted reach. Like in a relationship, it’s the small things that count, like checking up on someone, advising one on better life choices and ensuring that your presence is felt. In this case, involve your customers about a new line product or advanced products in the market, get them wild with discount and let them enjoy mini gifts. Let them want to be your advocate by default…
Then there is the perfect match, when there is a fusion of Above the Line marketing and Below the Line marketing, it forms Through the Line marketing. Where you see your significant and how beautiful/handsome she/he is…and you get the feeling of keeping alert of the competitors. In this case, you ensure that she/he is so busy enjoying your love and presence that they don’t have time to look for someone better. In this case, this will mean combining both mass marketing and direct marketing to ensure a loyal customer.