ST. PETERSBURG, Fla. – “I rarely expect anything great when Ihear someone say `we have to do some marketing,' ” explained TeriLanghans, a 20-year veteran of the advertising industry who hasfounded her own marketing consulting firm, Blah Blah Blah.

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“Marketing is not something we do,” Langhans stressed.“Marketing is a process, not merely a promotion.”

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Speaking to a packed early morning breakout session, Langhansexplained the need for card executives to expand their definitionof marketing.

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“Marketing is anything that helps or hinders the sale or use ofyour product or service,” she said. “That's the bottom line,”Langhans emphasized. “Anything. You might have a great promotionthat lets many members and potential members know about this greatmodern branch you have just built or moved into, but if you haven'tnoticed that the traffic patterns don't let people make left turnsinto the new branch's parking lot, you have not done goodmarketing.”

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The first three questions that every marketing effort needs toanswer should be where are we now, where do we want to be and howare we going to get there, Langhans explained.

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“If the goal is to attract 1,000 new members this year and thatbranch is going to be one way we do it, is marketing approachingthe city council to see about getting a stop sign on the streetoutside so that people can get to your branch?” Langhans asked.“You bet it is.”

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