Loading ...
What Is Marketing? How 10 Experts Define It.
About the Author: Mike Thimmesch is Skyline Exhibits’ Director of Lead Generation and Industry Relations, with over 20 years of Marketing and Trade Show Display Marketing experience.
Here are 10 experts’ definitions of marketing, plus for good measure my reactions to the strengths and weaknesses of their definitions.
1. “Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.” — Wikipedia
I like how this is so focused on both the strategic and functional aspects of marketing, but especially that it’s so customer-focused – the word customer is in it three times, more than any other word!
2. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” — American Marketing Association
This definition took the AMA years of debate to create. It is a very comprehensive, yet concise definition, encompassing the product development, marketing communications, pricing, and strategic aspects of marketing.
3. “Marketing is everything.” — Regis McKenna
Regis McKenna’s bold statement exemplifies the school of thought that everything you do – not just your products, pricing, promotion, and distribution, but even your billing, how you answer the phone, your speed of handling problems –it all affects how your customer perceives your company, so everything is marketing.
4. “Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.” – Peter Drucker
Management guru Drucker also advocates that marketing is everything, plus he provides reasons to back it up.
5. “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” — Philip Kotler
This is more of an old-school, college-professor definition, which while accurate, is fairly cold. I think the “social process” part diverts attention from the business side, and “individuals” sounds more clinical than “customers” which is the gold standard in many of these definitions.
6. “Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints – technical (economic) and ethical (social) – create the transactions or flows which resolve market separations and result in exchange and consumption.” – Bartles
This is even more a college-professor definition. The idea of society evolving distributive systems seems to take the shine off of the inventiveness and initiative of individual marketers.
7. “Marketing is any contact that your business has with anyone who isn’t a part of your business. Marketing is also the truth made fascinating. Marketing is the art of getting people to change their minds. Marketing is an opportunity for you to earn profits with your business, a chance to cooperate with other businesses in your community or your industry and a process of building lasting relationships.” — Jay Conrad Levinson
This is just part of a passionate rant by Jay Conrad Levinson of Guerilla Marketing fame, which highlights the role of persuasion in marketing.
8. “Marketing is getting someone who has a need to know, like and trust you.” — Jon Jantsch (of Duct Tape Marketing fame) Jantsch’s definition also picks up on Levinson’s theme of persuasion, at an even more personal level than Levinson.
9. Marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” — The Chartered Institute of Marketing
I like how the CIM’s definition is so concise and yet so all-encompassing, and how marketing’s job is to take care of the customer, while making a buck, too.
10. “Marketing is the process of anticipating, managing, and satisfying the demand for products, services, and ideas.” — Wharton School, University of Pennsylvania
Filed under: Creative Marketing, News, Sarmistha Tarafder, Show Tips | No Comments »
Jessica’s Blog: Magic Marketplace & World Shoe Association, Las Vegas
In the last two weeks Las Vegas has spotlighted the fashion and apparel industry, which is also my favorite time of year. Last week, The Magic marketplace (one of the largest fashion trade events) hosted their annual trade show between the Las Vegas Convention Center and Mandalay Bay. This event also hosts other segments, WWD MAGIC, Project, Pool, Slate, Street and FN Platform. Many of the household names exhibited, ie Lucky Brand Jeans, American Apparel, Nautica Jeans, etc.
A week prior to that, I personally attended the World Shoe Association (WSA) at the Sands Convention Center in the Venetian. The 2nd floor of the Sands hosted the larger domestic brands, i.e. Sketchers, Ed hardy, Birkenstock, etc. while the lower level geared more towards overseas manufacturing and a large China pavilion.
Orthaheel out of San Rafael, CA debuted their new exhibit (kudos to prime location). Dr. Andrew Weil, MD recommends their products to help maintain proper foot health and overall being. Andrew Weil is an author and physician, best known in the field of integrated medicine. He has several best-selling books and has appeared on Oprah. Continued success to both Orthaheel & Dr. Weil.
Of course what I love about trade shows even more is seeing the latest and greatest. Here are some shots of some really awesome exhibit details that intrigued me.
Towards the end of the first day, Holly Madison was the guest celebrity signing autographs for the charity soles 4 souls. I couldn’t leave Vegas without a picture.
In addition to the show, Las Vegas in August is peak season for vacationers. A few employees in the hotels/casinos/convention centers said the city is doing much better than last year. It’s great to see the city running as there is no where else in the world like Vegas.
For questions regarding WSA 2010 or 2011 please do contact me at jlorias@skybay.com
Jessica Lynn Orias | Exhibit Consultant | 44111 Fremont Blvd. Fremont, CA 94538 | ph. 510.933.2212 | jlorias@skybay.com |fx. 510.490.9949 | www.skybay.com
Filed under: Jessica's Blog | No Comments »
Exhibit Construction Guidelines – Get to know them
There are some standard display rules and regulations for exhibiting at Tradeshows and Expositions in the U.S.A. Even the Veteran Trade show Manager or Coordinator needs to refer to the Rules and Regulations periodically to make sure they are in compliance and Show Management doesn’t have to tell them to modify their booth structure on-site.
These Rules and Regulations can act as a guide for you and your Exhibit Team. If you know the industry standard for the rules than you may be able to push them a little but it all depends on Show Management. It is always good to have good Exhibit and Trade show etiquette meaning do not do anything to that may hinder or prevent exposure and attendee traffic to your Exhibit floor neighbors.
Here are three of the most common booth display rules:
Standard/ Linear Booth:
Standard-Linear trade show booth
Standard/ Linear Booth are also called in-line booths. They are generally arranged in a straight line and they have exhibiting neighbors on the left and right of them, having only the front exposed for attendees. Linear Booths are most commonly 10ft. (3.05m) wide and 10ft. (3.05m) deep. Typically referred to as a 10ft. x 10ft. The height of the back wall is limited to 8ft. (2.44m). This back wall height is key to consider when designing your booth property. Corner Booths are always good booth locations. You can usually take down one of the 3ft. side rails on the side exposed to the aisle.
Perimeter Booth:
Perimeter Trade Show Booth
A perimeter booth is a linear booth that backs to a perimeter wall of the exposition facility and not to another exhibiting neighbor. All guidelines for a linear booth apply to perimeter booths except that the typical maximum back wall height is 12ft. (3.66m).
Island Booth:
Island Trade show Booth
An island booth is any size booth exposed to aisles on all four sides. Island booths are typically 20ft. x 20ft. (6.10m by 6.10m) or larger, although it may be configured differently. The use of the entire space may be used. The maximum allowable height typically ranges from 16ft. to 20ft., including signage.
If you have any questions or concerns for you booth or booth space at any show please contact me and I will tell you what the Rules and Regulations are for that Show.
Anthony Montano
Exhibit Consultant
amontano@skybay.com
Filed under: Anthony Montano, Exhibit Rentals, Island Design, Linear Trade Show Booth, Show Tips | No Comments »
Green Technology: Reduce Your Carbon Footprint
Single-Case Portability!
Your entire exhibit, including lights and most accessories, fits in one easy-to-manage case. And because your Arrive case converts into a workstation, there are no cases to hide or store and no waiting for your cases after the show.
Arrive Easily Converts from Case to Workstation.
Arrive quickly transforms from a banner stand case into a functional workstation tailored to fit your brand and show objectives.
Watch the movie. See how you can be part of the Green Revolution.
Filed under: Banner Stands, Creative Marketing, Green Tecnology, Intelligent Design, International Green Technology Trade Center, New Products, Sarmistha Tarafder, Show Tips, Windpower Expo, trade show booth designs | No Comments »
Jessica’s Blog: Skyline Booth Sighting: Smart Car uses Envoy in Santa Clara, CA
The cat is out of the bag! I shop regularly at Valley Fair Mall in Santa Clara, and to be honest, probably more than I should. As I was exiting Nordstrom’s onto the 2nd floor of the mall, I saw the Envoy which was being used by Smart Car. If you haven’t heard of this system already, it won best new product @ Exhibitor Show earlier this spring. The Envoy was designed and developed by Skyline Exhibits to meet the transition of modern exhibiting. Visit here to preview the Envoy video: The Envoy.
Smart Car uses our 4×8 envoy system with a connected overhead ceiling which creates a canopy for their very compact car. The entire display is skinned with full fabric graphics, and the ceiling has cut-outs for halogen lighting strips. Also, Skyline’s popular stratus table is used as their quick workstations; however, they were unmanned when I was there. Maybe it was because I wasn’t there during their “busy” time.
The inside of the Envoy has attached bench seating that can barely bee seen by this picture. While everyone was checking out the Smart Car, I was more interested in testing
out the chairs!
By the way, the Smart Car is not too bad either.
We would like to share your own “Skyline Booth Sightings” pictures. Please email pictures to jlorias@skybay.com in exchange for a Skyline voucher.
Jessica Lynn Orias | Exhibit Consultant | 44111 Fremont Blvd. Fremont, CA 94538 | ph. 510.933.2212 | jlorias@skybay.com | fx. 510.490.9949 | www.skybay.com
Filed under: Envoy, Jessica's Blog, Skyline Booth Sighting | No Comments »
Green Technology: Our 1st Step Towards Planetary Civilization
One of the most agreed upon predictions for the future, was by astrophysicist Nikolai Kardashev. Inspired at the age of five by a Moscow Planetarium show about Giordano Bruno, Kardashev stated 3 levels of advanced civilizations based on how they harness energy to fuel their societies.
Dr. Michio Kaku, the rock star of quantum physics takes up where the world’s pioneer astronomers left off. He elaborates on the 3 kinds of civilizations.
Type 0 Civilization: That is Planet Earth for you. A type 0 civilization has only just begun to tap into planetary resources such as solar power, geothermal power and wind power. Most of its power generation is still based on non-renewable fossil fuel resources, for example, oil, coal and natural gases. Hence the popular marketing statement “Green is the New Black”
Type 1 Civilization: These civilizations can effectively control the entire resources of their planet. They can control planetary disasters created by tumultuous weather pattern or volcanoes. Planetary Civilizations could conceivably halt an ice-age and build cities on their oceans.
Type 2 Civilization: Type 2 Civilizations have extended their power to their entire Solar System by harnessing the power of their suns through Dyson spheres. Having extensively explored and colonized all the planets within their Solar System, they are Galactic Civilizations that are largely space-faring race and have already mounted expeditions to other stars and solar systems using interstellar craft.
Type 3 Civilization: Having colonized all the stars by waves of interstellar craft, these Interstellar Civilizations can harness the power of galaxies by exploiting energy of the black holes. It is theorized by astrophysicists, that Type 3 Civilization by utilizing millions of black holes are believed to reside within galactic nuclei.
Given the vast, expansive picture of the universe, here in our home planet, Skyline had sponsored the study of Green Exhibiting given the waste that goes in the trade show industry.
If you are playing the vital role in this transformation process of our planet from Type 0 to Type 1 Civilization, this report is a must read.
Filed under: Global Eco Apparel Trade and Fashion ShIntersolar, Global Eco Apparel Trade and Fashion Show, Green Tecnology, International Green Technology Trade Center, Intersolar, SIP Global Green Expo, Show Tips, Windpower Expo | No Comments »
Race for Results!
Race for Results!
Events and Sports Marketing are an excellent way to market and promote your products and services and a fast way to get new customers or fans of your products and services. Have you ever thought about Sponsoring and/or Exhibiting at an Event or Sporting Event? Why not? Is it because it is not your traditional way of marketing and because it may seem so informal, but these two reasons are why you should consider Event and Sports Marketing as an effective form of lead generation and customer acquisition.
On July 17th I did the 23rd Annual Tri for Fun Series at Shadow Cliffs in Pleasanton, CA. If you are interested in other Triathlons, 5K or 10K races you can check out their event calendar at http://onyourmarkevents.com/events-new.asp
Call me crazy or just the love and passion for the Event and Tradeshow industry. As I was preparing for the race and during the race and after the race I kept thinking about the enormous marketing opportunities that are present at one of these Events. Here are a few things you should consider when Sponsoring and/or Exhibiting at Sporting Events.
Know the Demographic or the Race Participants:
Do not think every 5K or Half-Marathon is the same. The City that the race is in can tell you a lot about the demographics and race participants. If the race is a National or internationally accredited course this is a great indicator that people will be traveling to the Sporting Event from out of State or Country. For an excellent International Sporting Event check out http://www.bsim.org/site3.aspx
Who does the Sporting Event benefit?:
There are so many non-profit organizations out there and many have some type of Race or benefit they are affiliated with. If giving back and social responsibility is important to you and your organization then finding a Sporting Event that fits your interests and your company’s won’t be that difficult. Here are two events that benefit education http://www.happyfishrun4education.com/ and the fight against hungry http://www.stocktonfoodbank.org/
What type of Result do you want?:
Do you want to have Race Participants sign-up to win a new product or service? Do you want them to try out your product or service? Is it more informational and educational? As a Marketing, Sales or Owner of a company you need to consider these things to come up with the right result for your company.
Next time you are developing your marketing and sales plan consider the power of Sporting Events as a viable and productive way to get your message out. Remember we are all in a race to get results and we want them fast but to be effective!
Race on!
For questions on event and sports marketing you can contact me directly at Skyline Exhibits .
Anthony Montano
Exhibit Consultant
amontano@skybay.com
Filed under: Anthony Montano, Creative Marketing, News, Show Tips | No Comments »
Jessica’s Blog: Tradeshow Install
In my world I travel to many shows across every industry imaginable. Every experience is always unique. Each company has a key person or team that devotes a substancial time investment in the planning stages. Everytime I board a plane for the next trade show my only expectation is prepare for the worse hope for the best.
What is the worse? Anything you can possibly imagine. The most common scenario is the booth is lost and hours before show it miraculously appears. Two things now happen, everyone is scrambling (CEO included) while another person is trying to cancel the backup FedEx banners at the same time apologizing for having them rush the prints… All new purchased AV equipemnt arrive however nothing inside or all is broken…. Water line is laid, but conveniently someone decides to access electrical under capet and wa lah water everywhere!… And the notorious, booth graphics are misspelled.
In reality, trade shows are never successful with the easy road. We plan all we can and preapre an extinguishing method for fires we predict. Set up and installation is the make or break of the trade show experience, this is the part of the whole process you will remember forever. I’m thankful to have an awesome Skyline labor team that feels and understands that pain, they live with it every day, its their 9-5 or in their world their 6-midnight. Nothing is ever impossible, I think of them as my MacGyvers. I salute them because at the end of the day they made me and the exhibitor show a success.
To quote your next show using Skyline labor you can contact me directly at Skyline Exhibits - jlorias@skybay.com
Jessica Lynn Orias | Exhibit Consultant | 44111 Fremont Blvd. Fremont, CA 94538 | ph. 510.933.2212 | jlorias@skybay.com | fx. 510.490.9949 | www.skybay.com
Filed under: Jessica's Blog, Show Tips | No Comments »
Envoy-Purchase and Rental Solution
Envoy- Exhibitor Shows’ Best New Product is now available in both purchase and rental solutions
As of July 1st Skyline Displays, Bay Area new custom modular trade show booth solution became available both to sell and rent to our clients and prospective clients. The reason for the buzz on this product is that it is meeting the ever present need for a true custom modular look. Over the years, the industry had morphed to lighter weight modular exhibits. Typically these designs consist of extruded aluminum poles, or truss with large format fabrics graphics. Because Envoy embraces a different hardware structure it won the best “New Product” at the Exhibitor Show this February, 2010.
Envoy gives a fresh approach to this without the “pole” system. Envoys’ contemporary design keeps up with the new trends in the field of industrial design and architecture. In evokes the look and feel of today’s most in demand brands. Think Apple and Herman Miller
If you’re looking for a new fresh look in our industry do yourself a favor and check out the video in the attached file. You can also sign in and get a brochure online. Or just e-mail us for a hard copy of the brochure.
This is an exciting new product. Please feel free to download the brochure.
Chuck Boyle
CEO, Skyline Northern California
If you would like to see how Skybay Exhibits can create an exhibit that exceeds your expectations and saves your business valuable marketing dollars, contact us today and we will immediately respond to your specific requests. Skybay has the exhibitor solution you require.
Filed under: Banner Stands, Chuck Boyle, Envoy, Envoy Phase II, Show Tips | No Comments »
Skyline Exhibits partners with Federal Express
Tradeshow Display partners with FedEx
As a distributor for Skyline Displays I can offer any client substantial savings on their federal express freight bills. And it does not matter if you have purchased a $500 banner stand or a $250,000 island display all clients qualify. So take the time and compare rates with what you’re getting now. Skyline’s partnership with Fed Ex can save you thousands. We get up to 26% off most current vendor rates. So if you use Fed Ex to the tune of $10,000 every year you will save up to $2,600.
Please click the link at the end of this message to see details. Qualifying is easy. If you are an existing client of Skyline you qualify. Any purchase in the future qualifies you as well.
http://www.skyline.com/images/products/Skyline-FedEx-Advantage-Program.pdf
We are committed at Skyline in our efforts in being more that just some one who sells you product. We want the relationship to benefit you beyond the typical vendor/client relationship. Please feel free to explore this opportunity.
Chuck Boyle
CEO, Skyline Northern California
If you would like to see how Skybay Exhibits can create an exhibit that exceeds your expectations and saves your business valuable marketing dollars, contact us today and we will immediately respond to your specific requests. Skybay has the exhibitor solution you require.
Filed under: Chuck Boyle, Creative Marketing, Exhibit Rentals, Show Tips | No Comments »