A lot of small businesses are almost afraid of marketing. They will outsource it because they don’t know where to begin. This also means that they miss opportunities, however, and this is something that Daniel D Purjes wants to help them avoid. He believes that only a business truly knows its own goals, so they should be an integral part of marketing operations.
Daniel D Purjes on the Importance of Taking Control of Marketing
Again and again, Purjes has seen businesses get things wrong. The New York Times recently publishes a list of marketing mistakes and the list seems to get longer and longer. For instance, NYC businesses promoting a product they don’t even offer, a report on Wall Street that has nothing to do with the financial sector, a final main story on an asset investment fund that closed ages ago, the list is truly endless. Purjes, from an office in Rockwood and supported by Barrons and Mctague, wants to change this. If businesses take back control of their marketing, they can also ensure that their marketing efforts are done properly and have an impact. And this, he believes, is down to the 5Cs of marketing.
The 5Cs of Marketing
- Communicate. Businesses must make sure that their marketing efforts communicate the right message to their customer: what they are, who they are, what they are about, what they offer, what their values are, and so on. It is about communicating a message. This in itself should make it clear why not everything can be outsourced: no external company will ever understand that message.
- Create. Marketing has to be creative. It has to catch people’s eye and play on their imagination. Brainstorming ideas across the organization is a great way to do that, gauging reactions and feelings about any new images. It is fine to outsource this to a degree. After all, not everybody has a creative, artistic flair.
- Choose. At some point, brainstorming needs to end and decisions have to be made. Companies must be confident in their ability to represent themselves and choose which marketing tool to use. This is about having the commitment to do what is needed and to bite the proverbial bullet.
- Competition. The competition is doing things wrong, and they are doing things right. But what they are mainly doing is things that others can learn from. All businesses constantly monitor each other to make sure they don’t miss out on the latest trick, fashion, or fad. This can only be done by looking at their marketing efforts as well.
- Check. Everything has to not just be checked, but checked again. In fact, each of the other four Cs should also be checked, several times if possible. But remember the third C, which is that a choice has to be made eventually.
With these 5Cs, Daniel Purjes believes all printing materials would be far more effective and efficient, ensuring businesses get the most out of them.
