June 8, 2017
What Our Clients Have Taught Us About Marketing Through Mission
Written By Alexis Fillmer
A few months ago, we had a large Florida-based company come to us needing help with their website and digital marketing presence. After diving into the market and auditing their current presence, we decided their needs went beyond just a new website. They needed to start from the ground up, focusing on branding and their positioning in the market.
Their competitors were beating them left and right, sales have been declining year over year, and they knew it was time for a change.
At PHOS, our onboarding process is quite extensive because we really want to learn about a company’s history, buyer personas, processes, procedures, and, most importantly, their mission, vision, and core values.
Once we had a good understanding of their products, target customers, and the industry, we dove in. We researched their buyer personas, explored competitors, and began to have a full understanding of the market they were a part of.
However, this project quickly came to a halt when we asked the executives, “Why does this company exist?” When this question was asked, silence filled the room as their team asked themselves, “Why do we exist?”
For any company, all employees should have a clear understanding of why the company exists. When this question couldn’t be easily answered, we knew that before we continued with branding, color palettes, and web design, this question had to be answered with clarity to market their business successfully.
Why Mission Matters in Marketing
If you’re a part of any marketing team, it’s important to start marketing from within.
Marketing begins with your story – a story that is unique and explains why you exist. At PHOS, we believe that this story (your mission) is what will drive your marketing efforts to allow you to reach your vision.
Your Mission Tells Your Story
Every business’ story and reason for existence is unique. Your mission does just that; it tells your story and your why. Mission statements define what an organization does and why it exists. A great example is TOMS.
“For every pair you purchase, TOMS will give a pair to a child in need. One for one.”
TOMS began when it’s founder, Blake Mycoskie, traveled to Argentina and witnessed the hardships children faced growing up without shoes. In turn, a simple idea evolved into a powerful business that gives back to those in need in need. Since its founding in 2006, TOMS has evolved into a leading brand selling shoes, clothing, bags, and more in retailers like Nordstrom, Dillard’s, and Macy’s.
While not all businesses have a heart-touching story like TOMS, all mission statements do have one thing in common: it tells a story. Companies that market their story are the ones that speak to their customers.
What Our Clients Continually Teach Us About Mission
Every client we serve is unique. Even within a particular industry, each of our clients has a unique story waiting to be told.
When a new client is onboarding at PHOS, we continuously learn new ways to market through their mission and tell their story. We continuously look at our client’s story to develop a strategy on how to market and share that unique and beautiful story.
If you have a story, we’d love to hear it. Connect with us so we can help you market through your mission to reach your vision.
Alexis Fillmer
With a strategic mind and a love for culture and leadership, Alexis spends each day working to get the most out of every idea and person on our team. As our Director of Operations, she’s responsible for creating organizational clarity, ensuring excellence in our services, and creating a culture in which our team members can flourish.
Outside of PHOS, you can find Alexis playing with her son at the park, starting a new house project (and maybe finishing it), at the nearest farmer’s market, trying a new recipe, or scoping out live music with her husband.
