Marketing for dummies by a dummy

December 28, 2016

“What do you do, really?”

That is a question that I get a lot since I started working at Pingbull a year ago. I usually answer “I work with digital communication, it´s a kind of marketing”.

The reply is usually pretty much the same as the first question: “Okay, but, what do you DO then, really?”

Yes… What do we do, really? That is what I will try to answer during two blogposts.

Whooo are you, who who, who who?
For those who don´t know me, my name is Lova. I am 23 years old, my head ends 157cm above the ground, I´m from a small town called Järpen and I work at Pingbull. My main title is production manager, but, I´m also a project manager, a creator and a janitor – if you work at a small agency you better be versatile.

So far, I am a baby chicken in this business, but that may also be a good thing when trying to explain what we do, since I am still figuring it out myself.

Marketing for dummies by a dummy
Okay, so I´m saying that we are working with marketing. There are a lot of fancy definitions of that term, but I have an alternative one that I intend to give you. Kotler may not be 100% happy with it, and there is definitely more to say about the subject, but here goes:

Your first day of school – Targeting and Segmentation
So, you just started school and you meet your classmates for the first time – this is your market, this is where all your marketing will happen.

The first day you will mostly observe your class. You look around to see what groups have been formed. You find the cool kids, the jocks, the dorks, that annoyingly friendly person that you instinctively feel that you should avoid, the music kids and so on. What you are doing right there is what we call segmentation. You are identifying different target groups and trying to understand what they are all about – what they like, what they think about things and so on.

When you are done with observing and have seen what groups there are in your class, you will decide, more or less deliberately, who you want to hang out with. You will decide who you will be most compatible with, who shares your interests. That is called targeting – and that basically just means that you can´t be BFF with everyone, you must aim at someone to make good friends.

Please be my friend – Positioning
When you know what group you want to hang out with, you need to figure out how to make them like you. If you are lucky, this will happen without you trying. They will just see you there and think like you – that you will make a great addition to their group. However, most of the time you must do something cool for them to notice you and your awesomeness.

Maybe you must play a fantastic game of football to impress the jocks, perform a spectacular flute-solo to make the music kids notice you, or smoke a cigarette like a real badass hidden behind the school, to get respect from the cool kids.

You must take a position in the minds of your new classmates, make them see why you would be the best new friend for them. This is what we call positioning, it is a market strategy where the goal is to give a brand or a product a unique position in the minds of the consumers. To stick withe the schoolyard example – this is how to make friends!

Pretty simple huh?
So, that´s marketing in my brain. It is that eternal struggle companies face to make and keep friends (customers).

Even though this sounds simple in theory, it is just like making friends in the real world – darn hard to do it right all the time. It is easy to be too eager and scare people off, choose the wrong friends that don’t treat you well, or, just do something really awkward and embarrass yourself.

That´s why there are people like us, that constantly think about these things together with companies. We help companies find the right people (target groups) in their class (market) and finally, we help them to figure out how to make those people their friends.

So… the patient ones of you, who have read this far, that was part one of what we actually do. Please see my next blog where I continue with the second part; Digital communication – or, don´t be the weirdo at the party.