Marketing
101
Understanding Why Your Home
Should Be
MARKETED
not just advertised
Advertising has been around a long time. It is believed that the first advertising can be traced back to ancient Rome where posters announced the upcoming battles of the great gladiators of the Roman Coliseum. The event of the great gladiator competitions was marketed by the owners of each gladiator. These entrepreneurial traders of human muscle and mass would parade their warriers in the town market, touting their accomplishments, often displaying trophies of flesh, bones, heads of the fallen and battle instruments. Marketing was the game of the owner of the gladiators and the posters were the advertising. If no marketing of the product/event took place, the coliseum did not fill and the Caesar of the time would blame the inept entrepreneur. Falling out of grace with Caesar was about as convenient as feeding the lions. As a matter of fact, one might find himself dinner for the lions for the failed marketing efforts.
As time marched on, the first components of more sophisticated advertising began to emerge in the newspapers of the seventeenth century. These advertisements were simple and straightforward. They had little punch. One could barely distinguish the advertisement from the news within the newspaper. As goods and services became more sophisticated and newer goods and services were introduced into the consumer's world, the need to spice up the advertisements began to emerge.
Enter The New Era Of Marketing, or do we? Robert Bartels wrote in his 1976 publication “The History of Marketing Thought” 2 ed., EXCERPT - "...Historic accounts of trade lead one to conclude that marketing has always existed..." The first known USA marketing textbook published with the word 'marketing' in its title was in 1914: Butler, Ralph S., H. DeBower and J. G. Jones (1914), Marketing Methods and Salesmanship, NY: Alexander Hamilton Institute.
A story is told of an 18th century English pottery maker, Josiah Wedgewood, who for years had manufactured and sold dinnerware to the very wealthy of England. The market share for his product was extremely narrow. As time went on, he found himself faced with the usual problem that extremely small niche markets propose, that being one of subservience to the very narrow market, often forced him to agree to accept much less for his product than he had invested in the production costs and materials. Josiah was a learned marketing craftsman. He knew that if he simply showed the common man of England that anyone could afford his product, he might be able to break free of the strangle hold he was under from the wealthy consumers. He embarked on a mission to market his product to the common folk of England. He had a track record for his product being heralded by the hierarchy of the time that he would exploit in his advertisements. Josiah was so successful that he was soon able to charge the true value of his product to the rich and famous while making his product accessible to the ordinary man on the street at very reasonable and affordable prices.
Advertising is the medium used to market a product or service. As technology advanced, the medium to promote products and services expanded to radio and then to cinema. Marketing on the other hand produces a reason to need to own a product or engage a service. The appeal must be so inviting to the consumer that their only focus is, "I must have this", albeit the "this" could be anything that the consumer was in search of in the first place. If you want to have some real fun, CLICK HERE to listen to some of the Marketing Campaigns launched by the early Soap Opera sponsors of the 1920s and 1930's.
Another component of marketing is "seed planting". Often consumers are not in the immediate need of a product or service, but they may be, some time in the future, or they may know an acquaintance, friend or family member who may be in need of a particular product or service.
So, what can Lori do for you? CLICK HERE to learn more.
Coldwell Banker Residential Brokerage, 3050 W. Agua Fria Freeway, Phoenix, AZ Linda Lightfoot Managing Broker - Martha Appel Designated Broker