I used to be a marketer. I’m more of the “customer-centric” type. When we talk about companies that market to a specific type of customer, that’s a really big deal. I find myself talking to a lot of self-help books and websites about the importance of marketing to “self-actualizing” people.
Most people think of marketing as selling products, but the truth is that marketing is marketing. It’s about getting people to spend money on products or services. Marketing is not selling a product. It’s making a sale.
I know its easy to look like you have no idea what marketing is, but let me explain. Marketing is an active, intentional attempt to influence people to spend money on your product or service. Like I said, this is not selling a product. There is no way to sell your product without a product. This is the same concept as the “product” as in a cereal box. It’s the same as your favorite cereal.
If you have a product, you can start a brand and sell it in the market. I am not saying that a cereal box can never be a product. But if the cereal box is no more then a cereal box, then there is no brand. Its a product that is a little bit different from the cereal box. Because its a little bit different then any other cereal box.
To the extent that the cereal box is no more then a cereal box, there is no product.
Frequency marketing is a type of mass marketing in which you have thousands upon thousands of people who get together and buy something because it sounds good to them.
Most of the time, these mass marketers don’t care about the brand per se and just get together and buy the most popular product. A few months ago we wrote about a marketing company called “OmniVision”, who were able to get a new video game, the Tetris franchise, and a whole host of other properties into the hands of a handful of people who had never played any of those games before.
The company’s CEO, Bill Smith, a former high-level executive at E-Trade, had the unusual luxury of being able to work in a field of marketing that has little to do with his business. He is a self-taught, self-satisfied, and very profitable business man.
He was able to take what was a very difficult and complex marketing campaign and make it more streamlined, less expensive, and more effective by creating a series of different promotional products. He chose Tetris as a target for several reasons, but was able to get a lot of other properties, including the Tetris game, into the hands of a much larger audience.
He also found that Tetris was a good way to get his product into the hands of young people, as well as a way to get the game into the hands of young people with no money. He also managed to get a lot of other companies into the game. He was able to get others, such as Nike, into the game, as well as people who were new to Tetris.