In dealing with hundreds of business owners, I often find that the word “marketing” is a strange and scary term. Many believe that marketing is the realm of advertising agencies and professional consultants. Indeed, many of these people would encourage such thinking. The good news however, is that marketing is something anyone can master if they take the time to learn about it. It is with that thought in mind that I write this post.
We will examine four essential fundamentals to consider when developing your marketing strategies. They are: Targeting, Planning, Integration, and Consistancy.
Let’s examine Targeting first. It is vitally important that you clearly identify all the explict (obvious) and implicit (not so obvious) needs that your product or service fulfills for your client and/or customer. Next, identify who would need these needs fulfilled the most (your target markets). This really involves some careful consideration as everything you do from here on out depends on your target market.
Next, let’s talk about Planning. This is the part many people forget, ignore, or shun in the small business arena. Successful business people have often told me how they would conduct successful marketing campaigns or implement a successful strategy, yet sales remain erratic. Once they start realizing that deliberate planning and execution can result in increased and steady sales, the light comes on. That is what planning is all about… a deliberate process by which you will execute a series of marketing campaigns and strategies. Once you have your marketing syncronized, your results will be profoundly better. You can also plan to properly measure and test the results of your efforts and discover where you are getting the best returns. Additionally, you can prepare your sales team and distribution staff to handle increased inquiry and demand. A simple way to manage this is by using a marketing calendar that will lay out what, when, how, and to whom you will market.
That leads me to Integration. Integration is ensuring that your marketing strategies and campaigns are interlocking and mutually supportive of each other. An example would be to have a special offer that you place in the newspaper, send direct mailers out on, flash on your website and that you mention in your networking meetings. Each strategy supports the offer and sends a continuous message to the prospective consumer.
Finally, we will discuss Consistancy. The biggest killer to successful marketing (other than simply not doing it at all) is inconsistancy and impatience. Over a hundred years ago, an author described the reader of a print ad’s reaction each time he read the ad. On the 21st time the reader bought the product. Recent studies have shown that it takes 7 touches for someone to do business with you… however, they only process every 3rd message. 3 times 7 equals 21. Interesting that not much has changed in over 100 years. The moral of this story is that you need to send out your marketing message consistantly if you want to achieve long-term consistant sales results. Most marketing consultants will readily and heartily back this claim.
So remember to practice these important Marketing Fundamentals: Targeting, Planning, Integration, and Consistancy.
Tags: Advertising, Business, Business Advice, Marketing
May 11, 2009 at 10:45 am |
Good Stuff! I know you talk about the need for 7 times 3. I just read an article this weekend that supported that. It said that each time you repeat your message it moves your target audience a little closer to responding to you, because they see a reason to become more familiar with you. Michael Poirot, marketing director at GamePlan Financial Marketing says the seven-time rule is key. “If you can’t afford to repeat your message to your target audience seven time, you need to find another prospecting method.”
Another good post Doug, keep it up!
Make it a Great Day! John