Marketing Mission Statement

Daniel Wadleigh

T h ere is a fundamental difference between the marketing mission statement and the corporate mission statement. Even though they may both turn out to be the same, it is still wise to look at them separately, as we shall see.

The corporate mission statement is the overview of the purpose of the existence of the company. This may be something such as:

3 “To provide innovative methods of problem solving in your computer,” or

3 “To be acknowledged as the local leader in commercial carpet cleaning,” or

3 “To excel as the top service provider in individual accounting.”

To have a mission statement of “Seeing how much money we can make” does not define any positive service or product delivery level that will be perceived as having a positive impact in your market area. This lack of purpose, other than more money, is a shallow basis from which to pattern your actions, strategies, and reactions to adverse circumstances.

On the other hand, the marketing mission statement is the image of the level and method of how you are going to deliver your products and services in order to accomplish your corporate mission. This might be

3 “To always have free bonuses to provide, as needed,” or

3 “To have the fullest line of products available,” or

3 “To become known as the problem solving company under all circumstances.”

These statements show the positive spin that needs to be wrapped around the product/service that you wish to deliver. When there is a positive image about what you are doing, this becomes a purpose. When you have a positive purpose for existence, you have a framework that will be less likely to fall apart in the face of trials or challenge. Just as advertising needs to show the positive benefits of doing business with you in order to generate maximum results, (more on that later), your marketing mission statement needs to have a positive purpose in order to bring out the maximum effort from employees. Positive is natural, and brings out the best in people.

My next article will be ‘Your Mission, should you choose to accept it’—Determining Your Strengths.”

Daniel Wadleigh is President of Profit Experts of Austin, Texas. They offer a turnkey Internet package and have a Web site available for ISOs for retail and Internet. He can be reached at (888) 379-0659.

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