April 17, 2015


In the first of a two-part newsletter, we look at the basics of how marketing works.

Put simply, ‘marketing’ is the selling of a product or service to a ‘target audience’, and the associated measures put in place to ensure that audience is made aware of it.

To sell a product or service to a wider audience we use ‘promotion’ and ‘publicity’, where we tell the target audience about the offering. To differentiate one company’s product or service from another, we need to create a solid and identifiable ‘brand’.  This ‘brand identity’ is built using a variety of marketing tools. These tools are items such as advertising, supporting literature and websites, and should be designed to reflect a brand’s identity, and include any ‘Unique Selling Points’ (USPs) – that is, the key features of a product or service that differentiate it from its competitors.

So, marketing is made up from many individual tools, that to be effective, must be carefully designed to provide optimum results. The skill with balancing the individual elements of a marketing strategy is twofold. The first is to create effective messaging about the product or service via high-quality copywriting. Copywriting, (or ‘Content’ as it can also be referred to), is the essential building block that feeds all the component items in your marketing output – so therefore needs to be carefully and consistently crafted.

The second thing to consider, is the allocation of available spend across the right mix of marketing activities, to establish a well balanced strategy aimed at fulfilling your company’s sales & marketing goals. No matter what the size of business or budget, all marketing efforts need to have a direct bearing on company sales; so making each pound of your marketing budget work the hardest it can is vital.

Effective marketing doesn’t have to be complicated or scary. Take the advice of an experienced PR & Marketing company to make sure you maximise the results from every penny you spend – and ensure the most effective return on your investment.

Next time we will look at how these individual marketing tools must be carefully designed and balanced to provide optimum results, and how it can be applied to your business strategy.

In the meantime, if you require any assistance, contact us now to find out how GPM can make the most of your marketing budget and a real difference to your business.