It's the Little Things That Add Up the Most
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Marketing is a very large concept. People attempt to push it down into a small category all the time, but true marketing is so broad you can't really define it as a single thing.
The true purpose of marketing is to increase the likelihood of a person shopping at your store. This is the real reason every company is going to get marketing done.
Now, what all goes into improving the chances of a person shopping with you? The obvious methods are the most well-known ones as well. Turn on a TV and you'll be confronted with a whole slew of ways companies have chosen to promote themselves. Each time you see a commercial the potential exists for you to be more interested in shopping at that store.
Every magazine is filled with ways of marketing, just like newspapers are. Walk into a store or even down the street and there will be all sorts of marketing attempts all around you at all times.
These are certainly the obvious forms of advertising that everyone is aware of, but even small subtle ways are just as much a part of what marketing is.
Take envelope printing, for example. Now, when you get a letter from a company what are you likely to see on the envelope? If the company knows what they're doing you'll see the company logo. Often this logo will have a slogan right underneath it along with the company's name. This isn't a major piece of information, but having that logo there is important, and an important example of the marketing that often gets overlooked.
You see, for people to remember a company they have to see the name and logo often enough. I usually have to look at a logo quite a few times before it finally sticks in my mind. Getting people to remember you at all is important if you want them to think of your store when it comes time to go shopping.
With envelope printing you're making sure that every time they get a letter from your company they're going to see your logo and get it to stick just a little more in their mind. Even if you're sending them an advertisement that ends up getting thrown in the trash, they'll still see that logo on the envelope and they'll still be more likely to remember you later on.
This is why buildings have a logo on the side of them, and why companies make sure to get their name on everything that they can't. They don't have to be directly telling you to buy something from them for it to be effective marketing. Just getting their name close to you is a means of marketing themselves.
So how much are you taking advantage of the smaller forms of marketing? If you aren't sure, I'd wager that means you aren't doing enough.
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