‘So, what is marketing?’
I wasn’t expecting such a simple question to stump me for what felt like five very long seconds. We were attending the Careers Day at the local Ellesmere College, and we were prepped with a banner and on-brand coloured cupcakes (we know what kids want), ready to speak to students about a career in marketing, PR and communications.
We’re used to dealing with professionals who want to know how digital marketing can work cohesively with traditional PR, or how we can maximise the benefits of influencer partnerships on social media – we’re never asked a simple question which essentially asks, ‘what is that you do, every day?’
Albert Einstein famously said that “If you can’t explain it to a six year old, you don’t understand it yourself.” We weren’t dealing with six year olds here, we were talking about our industry with curious and intelligent teenagers at a crucial decision-making point in their lives.
As well as being able to help young people as they start to carve the beginnings of their future careers, the afternoon gave us an opportunity to take a step back and go back to basics: what is it that we offer?
After a couple of practice groups of students who feigned a remarkable interest whilst clearly eyeing up the baked goods, I got into the swing of it: we essentially offer a subtle form of advertising.
As opposed to large, in-your-face adverts on the side of the motorway or shoved between TV shows (which of course do have their place), we work with businesses to identify their target audience and, most crucially, understand them. Then we use a whole host of communication lines from news stories, to profiling, to social media in order to influence their audience towards the business. This comes together into a holistic campaign, using every tool we’ve got to ensure that your brand is in front of the right people, saying the right things.
If you’ve got a growing business and thinking of taking your first step into marketing, just get in touch for a laid back chat – you never know, we might even have cake.