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Mediate.com

A few marketing terms concisely clarified

by Tammy Lenski
February 2009

From the Mediator Tech blog of Tammy Lenski.

Tammy Lenski

mediation marketingIt matters less to me that you precisely agree with the definitions I’ve crafted than you having clarity in your own mind about how the cluster of marketing and sales activities differ from one another.

The danger of muddy thinking about marketing activities is the missed opportunity to build and promote your mediation practice or ADR career in a thoughtful, cohesive way.

Target market = Who you want to serve.

Market niche = How you want to serve them.

Marketing = The collective mix of business activities for reaching, listening to and building relationship with your market.

Sales = Activities designed to close a purchasing agreement for a product or service.

Advertising = The use, usually paid and repeated, of a persuasive message to generate sales.

Branding = The act of creating an association between a person, product or business and what they want to stand for in their market’s mind.

Public relations = Management of information flow between a business and its market, with the intention of creating goodwill.

Publicity = Dissemination of promotional material to generate interest in a person, product or business, usually using free media outlets.

Which of these do you do most? Least? Is that the right balance for building your dream?
Tammy

Biography


Dr. Tammy Lenski helps people resolve conflict in ongoing business and personal relationships and bring their "A" game to difficult conversations. Since founding her NH-based conflict resolution firm Myriaccord LLC in 1997, Tammy has worked with individuals and organizations worldwide as a master mediator, executive coach, speaker, and educator. Author of the award-winning book, Making Mediation Your Day Job, she recently received the Association for Conflict Resolution’s prestigious Mary Parker Follett award for innovative and pioneering work in her field. Her second book, The Conflict Pivot, was released in 2014.

 



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