“What's in a name? That which we call a rose by any other name would smell as sweet.” William Shakespeare
Many people interpret this line from Romeo & Juliette to mean that the name given is not a factor in the properties experienced. When this logic is confined to just the rose, it makes perfect sense. But what if you called a petunia a rose? It is still a flower but the look, feel, smell, structure, and care are all different. And just calling it a rose does not turn it into one.
So, too, are marketing and advertising like a rose and petunia. They can be described in similar ways when a general description is used, "part of a process to achieve sales of products or services," but the reality is that they are very different and understanding the differences will help you develop your clients' and your own business.
In 1972 I was asked to work on a project for a large commercial plumbing supply company. My contact was a man with the title of vice president of marketing & advertising (not to be confused with the more common title of "sales & marketing," which is a subject for another article!). That was my first experience finding out that people used the two words collectively and interchangeably. When I inquired if it was a marketing project or an advertising one, his response was, "What's the difference?"
After stumbling around for a few moments I answered, “Advertising informs – marketing motivates." I have used that four word definition ever since.
The simplicity of a four word definition is useful but for those of us involved in the industry a more structured description is necessary. Marketing is everything that contributes to an environment where a sale can take place. So advertising is a part of marketing along with every comment, letter, sign, reference, testimonial, review and everything else even remotely connected with the product or service being sold.
Marketing requires research to determine the needs and wants of potential customers; the value they place on different aspects of a purchasing decision; what consumers find appealing and what they don't. Advertising is telling the potential customer what marketing research found out! Pure advertising presents information and hopes the consumer decides to make a purchase. Marketing offers an incentive to make the purchase.
For example advertising that says, "Ajax Ladders, strong and reliable," is advertising. But a message that offers "Ajax Ladders, Buy a 12’ now at the 10’ price" is marketing. Another way to tell the difference is that messages focusing on features and benefits is generally advertising and messages with a “call to action” (buy now) and an incentive to do it is marketing.
Does anyone care?
Many people don't realize that they should care! Advertising is important but marketing is what makes the money! Every time a promotional industry sales pro is helping a client decide what their imprint will be, a decision between advertising and marketing has to be made. A flashlight with the message, "Jackson Electric - 24 Hour Emergency Service - 555-1212" is advertising. A message that says, "Jackson Electric - No Upcharge for After Hour Service - 555-1212," is marketing.
Pay attention to the messages you are exposed to every day. A car company will use most of their commercial to show you great pictures, tell you about the features and build desire for the product but the call to action will be about rebates, sales, free vacations or other incentives. Advertising Informs but marketing motivate.
Whether you interact with your customers face to face, online, through flyers or catalogs or on the phone, your own communications should be a combination of advertising and marketing. Your "pedigree," who you are, what you have accomplished, your reputation – what a promotional program will accomplish for the customer (build sales, decrease employee turnover, introduce new services, etc. – the features and benefits) are all your advertising. Then you need to bring on the marketing. Do you have a great concept for them that you can save them 35 percent of the normal cost? How about an offer of free shipping? You get the idea.
Remember that for the work we do (we are not in the retail business) features and benefits are about the program and the objective of the advertiser not the products that will carry the message. That is part of your advertising message not your marketing! That is why you should care and why understanding the difference between marketing and advertising will help you grow your business.
It still amazes me that so many promotional marketing/specialty advertising pros still operate as product merchants discussing the features and benefits of the ice scraper or pen. By not keeping marketing and advertising in the proper place and having them both working for you, the effects of competition from all avenues (local, online, import) will have more impact on you. Advertise the opportunity and market the results.
Gregg Emmer is chief marketing officer and vice president at Kaeser & Blair, Inc. He has more than 40 years experience in marketing and the promotional specialty advertising industry. His outside consultancy, providing marketing, public relations and business planning consulting to a wide range of other businesses, has been a useful knowledge base for K&B Dealers. Contact Gregg at gemmer@kaeser-blair.com.