Marketing is not a cure for sucking

God, I love that phrase.

When I saw the quote (it's from a gentleman named Mark Schmulen) I did my best Macauley Culkin in 'Home Alone' fist move puncutated with an enthusiastic YES! No truer words could be spoken when it comes to marketing. I mean really: no matter how you gift wrap it, crap is still crap.

Marketing, in simplest details, is the art of creating an enticing buzz about something to try to get you to buy it.

As a marketing person, I have to believe in the venue or product I'm marketing, as I have these wierd things called standards and something called business ethics. I won't say or push something that isn't true or I don't believe in. I feel a responsibility to the people who follow me and my opinion, and I really do feel pride when folks say, "Well, if CK says it's a groovy place then it must be a groovy place." It warms the cockels of my heart to know my judgement is trusted.

I mean seriously, how many times have you seen posts/ads/marketing pieces on a venue claiming they're 'the HOTTEST new club,' 'the HOTTEST staff,' 'EVERYONE parties here.' Oh please. The world is huge; you can't possibly know everyone, let alone fit them in one venue.

If a restaurant doesn't produce quality food or a business doesn't provide quality service or product, HOW can one feasibly create a marketing campaign for that food, service or product?

Before starting a marketing campaign, make sure what you're about to market is at the top of its game and have enough inventory. Sure, you may be able to pull folks in with the campaign, but imagine what will happen to your bottom line and invested dollars if they get crappy service/product and then turn to their network of people and spew about how awful it was or the let down they encountered. No es bueno.

Word of mouth is really WORLD of mouth, thanks to the internet.

Sites like Yelp and Urbanspoon allow people to post their opinion in real time on places, services or products and other people can read them. Don't even get me started on what opinions posted in status updates on Facebook can do to make or break your business.

Hey, opinions are like assholes: everyone has one. Just do your best to make sure what you're marketing is quality and not crap to ensure a positive opinion and proper representation. And keep some Preperation H or Desitin on hand just incase.