Mission: What are you trying to achieve?
What you’re trying to achieve with your marketing can vary based on the business type and the end results you want. For example, a company selling widgets may want to increase sales by 25% over the next year. Or, they may want to create more awareness about their product to “spread the news” about the widgets. Thus creating a base of consumers who are familiar with the product and ultimately purchases the product and become “ambassadors” for the widgets, spreading the news to their friends. The goal of a service business may be to build relationships with potential clients, so that when a decision needs to be made, the clients will not only choose that company, but will stay with them for a long time. Or, they may want to educate clients about the services they offer and why those services are useful, or how they compare to competitors’ service offerings.
According to Nigel Hollis, marketing’s mission is to “make it meaningfully different.” How does your product or service compare to others on the market? What is your differentiator? How can you raise awareness (and sales) by a) enhancing the differences in what you offer and b) sharing that news with potential buyers? The other part of this equation is keeping your product or service salient in the minds of consumers—making sure that they remember what you offer, that your business, your product comes to mind first when they’re making a decision.
Dominos Pizza recently came out with a new campaign to raise awareness about their full line of products. They changed their name to Dominos and started running ads showing a wider array of menu items, and explaining that they changed their name because they serve more than just pizza. The Dominos mission: to let people know about the variety of foods on their menu.
Clarifying what the marketing mission is opens the door to choosing the marketing channels that will be used, and in crafting the message that will allow the mission to be carried out. Simple and important. What’s your mission?