Downloaded 11 times
The Science Of Sales
- 2. The Science of Sales Probablyyou have listen millions of definitions of what marketing is, the fact is that marketing is so vast and big that the best way some people find to define it is to break it in its functions, methods and results. Marketing uses as raw material absolutely everything that defines and give shape to a society, culturally, economically and socially and make of it a digest- ible and processable information that later will be transformed in sales strategies and communication campaigns. The best way to understand marketing is to see it working, marketing is a natural human activity that is present in every aspect of our life. Marketing is not limited to only observe and study how a society functions, in some cases marketing is so powerful and effective that it can shape entire communities, defining people’s behavior, modeling their perceptions and responses. In conclusion, if what we look for is a definition we can say in one sentence that: Marketing is The Science of Sales. And because of its profound complexity it could be compared to any of the mother sciences such as physics, mathematics or chemistry. Ronald Paredes Graphic Design / www.mundosanto.com
- 3. As a sciencemarketing is composed by a number of sub-disciplines that make possible to gather, Advertising catalogue, structure and deliver the information in a coherent way. Among this sub-disciplines we find, Public Relation- ship (PR), Sales, Packaging, Distribution, Advertising and Branding, just to mention a few. Advertising is a general term that we can use to define all the different methods in which the marketing research and strategy becomes a powerful commu- nicational and sales tool. It is also an administrative process in charge of delivering messages to the tar- get audience using the all the available resources in the most efficient way. Some of the tools used in advertising to deliver such messages are: 1- Print Mass Media Newspapers Magazines Books Flyers Leaflets Brochures Catalogues Posters Stickers 2- Broadcasting and Digital Media TV Cable TV Radio Internet e-Zines Viral videos Podcasts Ronald Paredes Graphic Design / www.mundosanto.com
- 4. Guerilla Marketing 3- Direct marketing SMS text message Telemarketing Door sales person Mail Emails Cupons P.O.P (Point Of Purchase) materials 4- Exteriors Banners Billboards Flying banner 5- Non-conventional Media Air ballon Zepellin Gobo projectors Gerilla marketing All this methods are very flexible since they are usually determined by trends and new technologies. Ronald Paredes Graphic Design / www.mundosanto.com
- 5. In older timesbranding was limited to just a symbol or figure designed to differentiate goods with purposes Branding of ownership. Like branding cattle or sacks of seed and food. Then later the branding purpose started to change, in medieval times the hierarchical shields or coat of arms would be used to represent not only association with a certain family or a clan, but also it would have a meaning implicit in the symbology and design used in it. A lot of people make a mistake thinking that a brand is a nice logo to represent your product or service. Yes, the brand still have a very important role as an identi- fier and differentiator, but with so many products and services in the markets it was necessary for branding to evolve and expand its action. There is a series of attributes associated with that logo or label that would shape an image or perception in the consumer’s brain, or what we call in marketing terms “Brand Positioning”. A good or bad perception of your brand is built rely- ing on different aspects such as: 1- Service 2- Trustfulness 3- Quality 4- Promise To understand better the concept of Branding we can use an practical example. Look at yourself in the mirror, you face, your body, all your aspect would be your logo or label. That is the first thing that people will see on you, like a product in the supermarket shelf. The way how you want to be perceived will depend on how you present yourself with the right crowd. Ronald Paredes Graphic Design / www.mundosanto.com
- 6. Now that youwere able to catch people’s attention and get them to listen to what you have to say (sell) then is when you personality comes in to the game. - Are you obnoxious or a kind person? - Do you know how to create a comfortable environment for a conversation or are you self cen- tered and arrogant? - Do you keep your promises? - Are you ethical and professional? This are the attributes that will define you as a brand, positioning you, your product or your service, in the consumers mind in a determined way. When the branding have been handled in the right way then the miracle happens, something wonder- ful, your product is naturally settled in the consum- ers mind, now choosing your brand is an instant re- sponse. A reflex. When you think of coffee, you think: Starbucks When you think of digital music, iPod comes to mind Thirsty = CocaCola Hungry = McDo Internet search = Google …and list goes on. And then it gets even better, you brand name could even become a generic identifier or a new word in our vocabulary. Now we can get “googled” Thats is the final goal of branding, drag people to your product in an instinctive way and hold that position in the consumer brain. Ronald Paredes Graphic Design / www.mundosanto.com
- 7. Creativity This probably the most misunderstood part of the and Design process. Graphic designers, Art directors and Crea- tive directors are very often disregarded as bohemian people with talent for pretty drawings and the ability of putting words together. The truth is that the creative staff hold one of the big- gest responsibilities in the process, in their hands to produce the final product, the printed materials,or the TV spot that will communicate the message and at the end sell the product. In order to create this material the creative staff have to take all the digested information delivered from the marketing research, branding guidelines and ad- vertising strategies and decode all this information into images, words and graphics that will relate effec- tively to the right target consumer. Understanding how human brain process different kind of stimuli is very important for an effective com- munication. How we respond to certain colors, smells, tastes, how to visually or aurally excite the brain to make you feel hungry, thirsty or even in love, are all part of the knowledge considered to produce the fi- nal piece. Graphic design should never be mistaken as “art”, the process of conceptualization and graphic design have nothing to do with art. Even when the same knowl- edges, concepts and creative process used in art are used in graphic design there is still a big difference. The graphic design and copywriting products are a powerful communicational tool created under cer- tain parameters, with a very specific purpose. Ronald Paredes Graphic Design / www.mundosanto.com
- 8. A well oiled From marketing, advertising, branding until the final design product, every aspect of the process have to machine work as a well oiled machine, every single part of the process is very important and must be carefully stud- ied to get the best results. All the parts involved must support each other. As a marketing manager understanding the implica- tions of all the process until the final product would give them the ability of give a better guidance to what it need to be said about the product to be sold, as it is also important for designers and creative direc- tors to acknowledges the advantages of understand- ing marketing and its infinite resources. Its all about how to get there Understanding the market is the only way to put your product in the competition, a lot of managers and business owners still underestimate the importance of marketing. One of the firsts questions we face when we have an idea to create a new product or service is “would it be popular?” or “who would want to pay for this?”. Marketing can answer those questions digging in the very core of the society. the market is not always in the street, sometimes is mandatory to go deeper in to people’s mind to find the essence of the market. Ronald Paredes Graphic Design / www.mundosanto.com
- 9. What they want?, How they want it? When they want it? Why they want it? How much it worth for them? Are they willing to pay it? Is it the right time? Is it the right place? There is no doubt that innovation is the riskiest of the businesses, nothing is for sure and every step is an ex- ploration, but also it must be considered that ONLY thru innovation we can create new markets or even better create new necessities, this also encourage the creation of new technologies. Some of the most im- portant development in the history of humanity are results of successful marketing strategies. Almon Brown Strower (1839 - 1902) Henry Ford wanted to optimize his production line so he could produce more vehicles in less time, this would reduce costs, making his product more acces- sible and of course easier to sell. The first industrial as- sembly line was born changing forever the industrial process in all the world. Almon Brown Strower (1839 - 1902) Born in New York, worked as teacher, volunteer cav- alry during the American Civil War and later opened a business as undertaker. Strowger’s undertaking business was losing clients to a competitor whose telephone-operator wife was intercepting and redi- recting everyone who called him, convinced that it should be subscribers, rather than the operator, who chose who was called he invented the telephone dial disk in 1888 and patented the automatic telephone exchange in 1891. Ronald Paredes Graphic Design / www.mundosanto.com