I came across a great Marketing Quote today…
If the circus is coming to town and you paint a sign that says “Circus Coming To Town”, that’s advertising.
If you hang the sign on an elephant and parade the elephant through town, that’s promotion.
If the elephant walks through the mayor’s flowerbed and destroys it, that’s publicity.
If you can get the mayor to laugh about this, that’s public relations.
If you stand outside the tent with a megaphone and tell the townspeople what a great time they will have at the circus, causing them to enter the tent and spend lots of money, that’s sales.
And if you planned the whole thing IN ADVANCE, that’s marketing!
– Unknown
Obviously, the main point to take from this quote is that the best Marketing is done well in advance of the event. However, MY favorite part is where you stand outside the tent with a megaphone and tell everyone what a great time they’ll have. I LOVE that part!
I think every business owner should stand outside their business with a megaphone…for real! You have to tell people what to expect when they buy from you so why not be loud about it!
Seriously though, setting expectations for a potential customer before the transaction is my own mini-definition of Marketing. You should be doing this by telling them what a great time time they’ll have (to quote the quote above). As business owners we don’t boast about ourselves enough…
If I asked you what you would take photographs of for the circus brochure you’d probably say the performers right? You’re only partially right. If I was hired to market the circus I would have some amazing photography done of not just the acts and their amazing feats but also of the families and kids enjoying the action. Pictures of smiling, happy faces watching the acrobats flying through the air would be priceless. Next I’d do the same with some high-quality videography. Not only of the acts and people enjoying them but interviews with families saying wonderful things after the show. I’d send free tickets to anyone in a position to write an article or mention us on TV or Radio.
These photos, videos, interviews, testimonials and rave reviews would then become the basis of my Marketing efforts. THIS is your megaphone…
I’d love to provide Marketing for a circus, everyone loves the circus…what an easy job! Alas, not everyone’s business is as exciting as the circus but what can you do to build some excitement? What can you shout through the megaphone?
Leave me a comment below and let me know the things you’re doing to get the word out, I’d love to here from you!
