We’re confused. We’ll we’re not really, but we can see how some people can work themselves into a lather trying to differentiate how marketing, advertising, public relations and communications in general all work together.

Is marketing advertising? We’ve heard some clients mutter as much recently.

Is a brand a logo? A recent pop poll of eleven year-olds says so.

And how actually does PR work for a business?

Before we try and answer these questions lets go back to basics – what is marketing? A classic text book definition is the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

Huh?

Our definition is marketing is the umbrella of all the communications functions for a businesses purpose (we think there’s two other umbrella’s in business, one for legal and one for finance, but its not our place to comment on these).

If you make goods or sell services then your purpose is to do just that. If you’re a not-for-profit or charity your purpose is to promote that cause (and in most cases raise funds to do so). In fact just about everything on earth has a business purpose.

And under the marketing umbrella comes all the disciplines and functions to help achieve the purpose such as advertising, PR, social media marketing, sales functions etc. etc. etc.

Capiche?

Then there’s a discipline called integrated marketing communication (IMC), which is all about consistency of message and how that message is used in the media. It’s a simple concept. It ensures that all forms of communications and messages are carefully linked together.

We like to think of it as new marketing – lets make marketing less about the functions and more about the message – the strategies on how to communicate those messages will naturally follow.

Zakazukha says goodbye old marketing, hello new marketing (IMC).

Good marketing is understanding that while all these functions need to work together for a business purpose, its the message that is the most important. What is your message, who are you going to tell and how are you going to tell them.

Advertising can promote a business purpose, PR can legitimise a business purpose, and branding is the image of a business purpose. Successful marketing is when the same message permeates through all these.

Could be on to something here.

We work with words for a living, so its no surprise that there are a number that we consider ‘no-no’s’ when it comes to succinct communication. In fact we have a hit list of such words, and where ever possible try not to use the growing number in our presentations, copy or day-to-day banter.

One that we feel is starting to become hackneyed, therefore prompting this warning, is the word boutique.

Now lets get something straight right from the get-go. Boutique is a French word meaning shop, better known for one that specialises in high-end fashion, so if this means you then you can toddle off and make a cup of tea.

However if your an accountant, law firm, investment bank, corporate adviser, business broker, or even PR firm, then listen up – please don’t refer to yourself as boutique. You’ll look silly.

We can see where the attraction for the use of the word started, boutique as in one-off, niche and original, but because of its proliferation in everyday communications it has now become very cliche.

For example take a look at these company descriptions taken from a random sample of web sites:

• We are a boutique mid tier quality advice law firm…
• As a “Boutique Accounting Firm”, our service is prompt and of the highest quality…
• A boutique lifestyle marketing agency, offering you collaborative PR, design and direction to creatively build and enhance your brand…

In fact PR agencies are the worst offenders – just do an online search for ’boutique PR’ and you’ll see what we mean.

Does it all come down to the issue that no one wants to use the word ’small’?

C’mon people, lets talk about to ourselves in reference to what we are and what we we can do for our clients instead of using terms that mean nothing and demonstrate our lack of imagination.

Zakazukha is partial to the occasional tipple, so when we splashed out on a bottle of fine Islay single malt scotch whiskey we were pleasantly surprised to see the good folk of Laphroaig using their noodle (and their prized real estate) for a cracker of a marketing idea.

You see the master makers of one of Islay’s best known distilleries give away one square foot of of their land to each of their ‘friends’ (and yes, as a purchaser of a bottle of one of their range you are immediately admitted as such).

Contained in the bottles presentation box is a small leaflet which tells you, “as a friend you will be given a numbered plot of our land that runs alongside our all important water supply – the Kilbride stream.”

To claim your plot all you need to do is go to their website, enter your unique reference number found on the back of the leaflet and you’re instantly the owner of your own piece of the UK.

You even receive a personalised certificate of ownership with your individual plot number. Once a ‘friend’ you can send messages to your ‘next door neighbours’, join chat forums, post photos, enter competitions etc. etc. etc.

If you ever visit the distillery you can view your plot and even claim your ground rent of a dram of their finest.

At the time of our purchase there were over 250,000 friends from over 150 countries, which makes for a very solid database of committed scotch aficionados. What a great way to engage with a targeted group.

Now if only the good folk at Leeuwin Estate in Margaret River would do the same.