What is Marketing?

This week and next, I’m going to post about Marketing – today it’s general, then branding on Thursday, then next week, how marketing works in associations.

Marketing isn't as mysterious as it sounds. In fact, you already know more than you think. Let’s break it down.

When I give presentations on marketing, I always start with a question: “Raise your hand if you understand the basics of marketing.”

A few hesitant hands usually go up.

Then I ask: “Raise your hand if you’ve ever been married, gone on a date, or even just flirted with someone.”

At that point, most of the room is participating.

My point? If you’ve dated, you already understand the basics of marketing.

Let me explain.

In college marketing classes, one of the first concepts they teach is STP: Segmenting. Targeting. Positioning.

Let’s use golf balls as our product:

• Segmenting – Break the population into groups. Golfers vs. non-golfers.

• Targeting – Choose your group. You focus on the golfers. That’s your target market.

• Positioning – Present your product in a way that appeals to your target. Maybe your golf balls promise longer drives or better control.

Now, let’s look at dating through that same lens:

• Segmenting – You categorize potential partners: athletic, bookish, spiritual, outdoorsy, dog people, cat people – you get the idea.

• Targeting – You decide who you’re interested in. Say you’re a mountain biker – you want someone who shares that passion. That’s your target market.

• Positioning – You show up in a way that signals who you are and what you value. Maybe you wear your Pearl Izumi socks everywhere (bike socks). Maybe you ride your bike to work. Maybe your Bumble (Dating app) bio casually name-drops Moab.

That’s STP in action – and it’s marketing at its core. You’re identifying your audience and showing up in a way that connects.

And just like dating, once you “convert” someone, the work isn’t over. You’ve got to keep showing up, stay consistent, and deepen the connection. Otherwise, they move on. Sound familiar? That’s not just relationships – that’s association marketing.

Whether you're trying to grow membership, increase event turnout, or re-engage lapsed supporters, you're constantly segmenting audiences, targeting the right ones, and positioning your association as the best choice. It’s happening all the time – whether you plan it or not.

Marketing isn’t just logos and taglines. It’s the story you tell, the value you show, and the relationships you build.

And if you’ve ever made someone laugh, sparked a connection, or followed up after a good first date – you’re already more of a marketer than you think.

On Thursday, I'll get into Branding, an important part of marketing. Here's a hint ...