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The
Widget Maker
Once upon
a time there was a man with a bright idea: He would produce
widgets— not just any widgets, but the best widgets in town!
The man had one problem: Even though he was the best widget
maker in town, no one was buying them. So he set off on his
journey for some guidance. Along the way, he saw a series of
signs…
Marketers
This Way
The first
sign started the man off with Marketing tips. It had arrows
pointing in four different directions:
·
The
Product arrow said,
“Figure out what your customers are looking for in their
widgets.”
·
The
Price arrow said,
“Figure out the best prices for your widgets.”
·
The
Place arrow said,
“Figure out how customers will buy your widgets, (e.g.,
retail, online).”
·
The
Promotion arrow
said “Now turn around to figure out how to promote your
widgets.”
Advertising Avenue
The man
turned around, followed the “Promotion” sign, and soon
stumbled upon “Advertising Avenue.” A woman approached him
and the man told her, “I want people to know about my
widgets.” She explained that if he gave her some money she
would be able to spread the word through
Advertising, and the
more money he paid, the more ad space he would get. The
widget maker agreed to this deal and continued along his
path.
Publicity
Place
Soon
another woman appeared and said she could help him publicize
his widgets. The man was confused about
PR versus Advertising.
So she explained that advertising is paid space, to
say whatever you want about your widgets. But PR is free
space, and the goal is to tell your story about your
widgets through journalists, whose opinion most people
trust. “Free publicity… I’ll take it!” said the man. (Of
course, nothing is FREE. Turns out he had to pay the
Publicist for her time spent talking about his widgets to
journalists and other media outlets on his behalf).
Branding
Lane
Satisfied
with his Marketing,
Advertising, and PR
campaign, the man headed back home down Branding Lane. On
his way, he looked up and saw a billboard that said “Call
Today for the Best Widgets in Town!” The man was so excited
about the advertisement that he tripped over a newspaper
along the way, and he noticed the front-page article “Man
Sells Best Widgets in Town.” When he got back to his widget
factory he noticed a long line of people. “What are you all
waiting for?” he asked them. “We’ve heard that this place
sells the best widgets in town!” they exclaimed.
The End.
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Spotlight Communications Principal, Tomeeka
Farrington will speak to teen girls and
youth, as part of the Sportsmen’s Tennis
Club’s, H.E.Y Sister Program, on
Saturday, April 16th at
11:30AM, at 950 Blue Hill Ave.,
Dorchester, MA.
Click
HERE
to visit our website |
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