Tracy Johannsen

It’s common for people to mix marketing, advertising and sales into one bucket and think that they’re all the same, but in actuality, while they all are related, they all are quite different.

Marketing is a process in which various tactics are employed to inform consumers why they should select your business/product/service over that of your competition. Everything that you do from the first customer encounter to the completion of the transaction is marketing. Marketing is essential to build repeat business.

Advertising is a persuasive message by a business to sway consumers to buy their products or services. Advertising tactics — such as TV commercials, newspaper ads, direct mail flyers and Google AdWords — are part of an overall marketing plan.

Sales is the process in which a representative of your company actively interacts with a perspective client. Generally, the sales person will use various aspects of the marketing plan and advertising resources to complete the transaction and make the sale, which ultimately grows your business.

While all of these components are essential to business success, marketing drives it all. To help advertising and sales be effective, it’s crucial to have a marketing plan that identifies the activities and expectations of advertising and sales.

For more information on marketing your business, visit the Marketing Minutes page at ararental.org/Members/Marketing/MarketingMinutes.aspx.