Our plans to adjust to whatever ‘normal’ is going to look like must include revisiting our marketing plans. Since we’re going to have to think it all through anyway, we may as well start at the very beginning and remind ourselves what ‘marketing’ actually is.
Here is Allan Dib’s “simplest, most jargon-free definition of marketing you’re ever likely to come across” from his book, The 1-Page Marketing Plan:
“If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Showground Saturday,’ that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and, ultimately they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing.”