Word Soup

The language of marketing can be a heady mixture for those unaccustomed. A spicy soup of words to tangle the tongue and fog the mind. Here, we tackle the impossible task of providing a brief definition for some of the words you’ll see and hear while looking for a company to handle your firm’s marketing responsibilities. These are only our own explanations - you’ll find slightly different definitions elsewhere.

Let’s start at the beginning. . .

Marketing: The process of defining a personality for your business, and then making sure your current and potential customers, as well as members of your industry, the media and the public at large hear about your business.

Brand: The thoughts and feelings in the minds of people when they hear your company mentioned. Every company has a brand - successful companies shape their brand.

Position: In the minds of your customers, how they separate you from “the other guys.” Again, successful companies actively set their position.

Advertisement: A paid mention of your company, product or services.

Public Relations (PR): Dealing with the media (newspapers, TV, web sites, etc.) to get mention of your company, products, services, or employees in front of your target audience (the public, members of your industry, potential customers, etc.).

Copy: In short - words. What you want printed or said about your company, usually in an ad.

Graphics: Any pictures, like your logo or product photos, that go into your marketing materials.

Planning: An all-too-often overlooked step in marketing. A roadmap for your efforts, combined with a way to measure the effectiveness of those efforts.

Competition: Not just the companies in your area who sell the same products or services!

Competition is anything that comes between your potential clients and you.

Vacation: Days away from the daily grind, where you actually get to kick back and relax. We’ll help you get there!