Typically, when I tell someone my major in college is marketing, most people think sales. But, what most people don’t consider is how a product or service is converted to a sale. That sale is the end result of a strategy to market that particular good or service.
In one of my very first marketing classes, my professor opened the class with a quote by the founder of Revlon, Charles Revson. “In the factory we make cosmetics, in the store we sell hope.” That quote has resonated with me since that class.
One topic I’ve always found interesting is consumer behavior. Understanding how a consumer reacts to a marketing strategy and why is key. I recently read an article about how the traditional marketing approach is shifting from persuasion to a shared value creation to fit ever-changing consumer behaviors. At BlackOut Design, I see this theme especially when talking about First Friday Scranton. While it’s true that the organization is trying to “sell” the event- get artists to display their work, persuade local businesses to donate or participate- what the organization truly seeks to do is create a vibrant and energetic art scene. The goal of First Friday’s marketing strategy is to create a sense of community through art and entertainment.
This article suggests a different approach to the marketing process- RMR, which stands for recognition, matching and response. Similar to STP (Segmentation, targeting & Positioning), RMR works in a three-step process. First, the marketing organization has to identify the issues the consumer is trying to resolve to fulfill their needs or wants. Secondly, marketers must match those needs to the product or service available. Finally, once consumer needs are recognized and matched, the response is created to communicate the product or service to the appropriate audience
Marketing involves far more than designing a logo and advertising the product or service to consumers. Marketing involves storytelling, creating a brand image, communicating that brand to consumers, evaluating how well you’ve communicated the message, then refocusing the strategy to fit the appropriate audience.
So, while sales and marketing go hand in hand, there’s far more that goes into the process than meets the eye. Marketing is the transformation of ordinary cosmetics made in a factory into hope for the consumer in the store .