The business of real marketing is to drive company profitability - to create demand so that consumers will buy. So what is this "Supply Side Marketing" thing? Well, it's a term I coined to describe marketing that aims to create "supplies" to tickle the marketer's fancies so that they'll be sold on the sell, without really thinking about how the damn thing will make any impact on the real sell that matters most, i.e., with the consumers. The business of supply side marketing is really about selling to the marketer.
The name of the game is to suck up to and con the client with special / promo packages loaded with lots of freebies and “support”. The supply sider only needs to CONvince that decision maker and he’s home free! Just take a look at all the media, from papers to magazines, websites, TV programs and everything else. The countless "exclusives", “special feature / spreads” and "supplements" that’s been created for marketers. Most of us buy, not because we are convinced of the product, but rather because we are distracted by the “value” of the deal, like the amount of free editorial write ups, the cover story (with professionally photographed cover picture thrown in...yes, that's available for sale too if you know who to ask), the special mentions, the extra spots, the "this and the that" that comes as part of the package. The Supply Sider knows our weakness well and will exploit it to the maximum, so be warned…
The name of the game is to suck up to and con the client with special / promo packages loaded with lots of freebies and “support”. The supply sider only needs to CONvince that decision maker and he’s home free! Just take a look at all the media, from papers to magazines, websites, TV programs and everything else. The countless "exclusives", “special feature / spreads” and "supplements" that’s been created for marketers. Most of us buy, not because we are convinced of the product, but rather because we are distracted by the “value” of the deal, like the amount of free editorial write ups, the cover story (with professionally photographed cover picture thrown in...yes, that's available for sale too if you know who to ask), the special mentions, the extra spots, the "this and the that" that comes as part of the package. The Supply Sider knows our weakness well and will exploit it to the maximum, so be warned…
