Marketing and advertising are “Not” the same, but yet everyday I meet people who are selling a product or service, with this notion that they are. It’s pretty clear, if you are going to define marketing as advertising, then you need the product first and history tells us that the only exception to that was Captain Crunch … they made the ads first. This picture below ( the egg and baby chick) brings the point I’m trying to make home, that if you are defining marketing as advertising then you need the (product) chicken first, before the egg.
But wait there’s more….
Marketing is not the same as advertising because advertising is a tiny portion of what marketing is today, and in fact, it’s pretty clear that the marketing today has to come before the product, not after. The Xbox 360 Kinect was developed after the marketing mapping was done. Another example would be a pregnant woman, who markets her belly for nine months before the product (baby) is born. Jones Soda, a beverage company that bottles and distributes soft drinks, non-carbonated beverages, energy drinks, and candy was also too, developed after the marketing mapping was done. In fact, just about every successful product or service is the result of smart marketing mapping first, followed by a great product that makes the marketing story come true.
Note: If someone comes to you with a ‘great’ product that just needs some marketing, the game is probably already over.