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The Stark Reality of the AMI

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Gene Stark is the principal of Stark Reality, a marketing consultancy working with B2B and Professional Services Companies who find it difficult to find, attract and retain customers with ever decreasing budgets. Stark Reality provides SME’s with simple, effective, and accountable marketing solutions that increase their marketing R.O.I using brand communication disciplines and processes previously only available to and affordable by large corporations. 

Gene is a Member of the Institute of Management Consultants, an Associate Member of the Australian Marketing Institute, and a Certified Practicing Marketer. He can be contacted by email or on 0411 989 309.

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SME's marketing needs are ignored by the publishing industry and the professional association

If I was on Marketing magazine’s marketing team or that of the AMI, I would be aiming to grow circulation/membership by hammering home Peter Drucker’s prophetic view to the Australian SME market that "business has only two functions - marketing and innovation." I would be directing this message at the 70,000+ buyers of My Business and Dynamic Small Business Magazines and the thousands of members of numerous SME networking organisations around the country. However, to do this the SME content component would have to increase substantially and this massive market segment will have to be placed on top of the agenda not in the 'too hard basket' where it currently resides. Honestly, it is not that hard or expensive … yes, I have a few ideas as I am sure many others who are passionate about improving the status quo do too!

SME marketing advice is simplified to the point where it loses much of its usefulness and big brand marketing is over complicated

Expensive research and proliferation of marketing jargon only confuses both clients and marketing practitioners. Every advertising agency and marketing consultant has their own 'proprietary' way of doing things and of course comes up with fancy lingo to differentiate 'their way' from all others. And yes WE are ALL guilty of this to some degree.

In this June’s Marketing magazine the sales and marketing director for Ansell Condoms (not an SME but a top tier corporation!), Mathew Groskorth hits the nail on the head: "… I still get a little bamboozled by statistics …The real proof is in the sales." The same wisdom was expressed by Claude Hopkins saying this over 80 years ago: "The only purpose of advertising is sales." If Groskorth’s experience is representative of the confusion that exists in the market place, (and my personal experience and constant discussion of the marketers' struggle for respect at board level certainly support this view) then we have much bigger fish to fry than Mr. Bowll's issue with the AMI not providing member discounts on insurance and mortgage rates.

A few months ago, the Marketing magazine had this note from the editorial staff: "If you are involved with an SME or have some budget maketing tips to share with our monthly column 'On A Shoestring' please contact Marketing." It seems that the whole art and science of marketing has been reduced to 'tips'! Marketing is marketing – why aren't more marketing professionals crying out loudly or quietly? Small Business Marketing is no different to marketing for big brands or professional services or business-to-business companies.

The marketing principles do not change, but as the budgets become tiny, they make you think outside the square. What does change between industries, and business types are the specific marketing tactics that are used to achieve business objectives. Marketing is about SATISFYING WANTS. Marketing is about understanding human psychology and behaviour.

I am happy to see the SME section of Marketing magazine growing and the focus shifting away from 'tips'. Well done Marketing mag and SME contributors like Brett Lowe and Danielle Lima - keep up the good work! [Ed: wow, thanks Gene! We didn't even pay you to say this :-) so cheers for the recognition]

Until marketing professionals develop a common language and appropriate metrics, we will struggle to attain the respect we seek, we will struggle to educate our clients (in fact we will keep confusing them) we will struggle to deliver optimal results and we will propagate the perception of the 'untrustworthy ad man' that hides behind jargon to impress clients or avoid giving straight answers. Check out Huh Corp - it is not only a great parody of what our industry is turning into but should serve as a wake up call to us all, before the bean counters really take over!

There are a multitude of ways each of us (agencies, consultants, academics) can differentiate our services, our ideas and methodologies without having to do it through 'making up new names' for the processes we follow to achieve results for our clients. Let’s start speaking in plain English and stop hiding behind jargon! No more Brand Pillars, Brand Wheels, Brand Triangles and a thousand variations of the USP! Isn’t that the advice many of us are giving the financial, legal and IT industries – ditch the jargon?

Let’s all start practicing what we preach and begin the change by changing ourselves!

3 Comments

StarkReality
  • Wrote on 20 Jun, at 05:16PM
PS:
Last week I spoke at length to Mark Crowe, AMI CEO and just a few hours ago I met with Roger James, Chairman of the AMI to discuss all of the different issues raised by the original article and my own response. I came to the meeting with 11 key suggestions or areas that as a member of the AMI, I felt needed attention. I am excited to report that 8 of my points were already being addressed (exciting times ahead!) and 3 will be discussed by the board at the next meeting.

I feel very confident and comfortable with the direction being pursued by the AMI and also understand the challenges the organization has faced to date. Can these objectives be achieved faster; can the issues be overcome sooner? Absolutely, but WE all need to get involved! I am glad I did.

The outcome I’d like to see in 2014 is one where every business uses the services of a professional marketer just like they do today with accountants and lawyers. Let’s make this a reality.
noisy johnny
  • Wrote on 21 Jun, at 02:37AM
Good one Gene. More should follow your example.
The Marketer
  • Wrote on 21 Jun, at 07:33PM
Gene, a few years ago I spoke at length to Mark Crowe, I came to the meeting with some key suggestion and I was excited to come away with so many promises.

He didnt deliver any!!!

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