This is a story I have posted about before but it’s worth repeating. I worked as marketing director at an Ed Tech (educational technology) company a while back had to put together a talk for “Take Your Children to Work” day. The warehouse, call center, installers, professional development departments all had to do a few minutes on what mommy and daddy did. Close your eyes and imaging 60 kids sitting on a conference room floor listing to a discussion of HR. The kids were also going to tour the departments and walk through each part of the building. A long, long day to fill.
So how does one ‘splain marketing to a disinterested kid sitting on a floor waiting for recess or snack?
“Raise your hand if you’ve ever had a lemonade stand?”
“Marketing is all the decisions you have to make in order to sell the lemonade. Are you going to use a package mix or real lemons? How are you going to keep the ice cold?” That’s Product of the “Four “Ps” of marketing. “How much are you going to charge for the lemonade? Twenty five cents or a dollar?” Price. “What should the sign say? And where should you put the sign(s)? How big should the letters be on the sign?” Promotion. And lastly, “Where should you put your stand? In front of your house or on the corner, near two streets?” Place.
Always know your audience and speak to them in terms they understand. Not in terms you understand. Okay, it’s cookie time.