In Report Out, you'll learn that the ASHI Board of Directors added a Marketing Committee to the roster of committees it depends on to do the heavy lifting in attaining the goals it sets for the society.
This is in response to the demand for more marketing repeatedly heard from leaders and members. Yet, I wonder if everyone is talking about the same thing? Bruce Barker, an ACI who frequently writes for the Reporter, shared one explanation of marketing. Since I didn't think I could improve on it, I decided to pass it along.
"Marketing is the act or process of creating demand for a product or service. It is more of a planning and measurement function. The two traditional tools of marketing are advertising and public relations.
"Advertising is the act of communicating a message about a product or service primarily through paid placement of the message. Print, radio, and television are the traditional examples.
"Public relations is the act of communicating a message about a product or service through non-paid placement of the message. The press release designed to get news coverage is the traditional example.
"Marketing isn't easy, even for those who make a living doing it. I believe it was R.H. Macy who said that he knew 50 percent of his advertising budget was wasted. He just didn't know which 50 percent it was."
Marketing is on the front burner — that's for sure. Considerable resources will need to be allotted. The most immediate challenge would seem to be gaining a consensus on … what, to whom and how.