MARKET OR DIE
If your business
isn’t marketing, it isn’t growing.
Maybe it is surviving, but is it thriving?
Does your marketing strategy (yes, it is a strategy) have the following
features?
Commitment. Do you invest enough resources (i.e., time, energy, imagination)
in marketing? Remember that today’s clients are
increasingly jaded to marketing tools. It takes a lot to show your
customers what they haven’t seen before.
Creativity. Don’t be afraid to be creative. The most memorable
marketing campaigns are creative and catchy…that’s why
decades later, we all remember Wendy’s “Where’s
The Beef” lady, or the Energizer Bunny campaigns. Be creative!
People are more receptive with a bit
of humor.
Contemporary. The entry of the Internet into businesses, homes and schools has
created a new generation of consumers, particularly with
respect to how they communicate and
what they expect. The Internet isn’t just for techno-geeks anymore. The challenge is that
many generations are at different areas on the learning curve. Don’t
be too technically advanced that you omit more traditional methods
of marketing, but don’t be perceived as a dinosaur either.
To thrive, businesses must embrace
the technology of today.
Clear
Communication. Don’t confuse your audience. You only
have a few seconds or minutes of undivided attention. Most people
don’t communicate clearly through their marketing tools because
they want to say too much. Like a proud parent, business owners must
share with the world how great their product or service is…however,
no one really wants or needs to hear
all the details. Have others outside your industry review your marketing
drafts. If one person
misunderstands, that means 10 percent
of the audience will misunderstand.
Diversity. The days of single weapon marketing are things of the past. Marketing
combinations are what works. Customers’ ability
to multitask and their shorter attention
span demand that business owners know how to grab and hold attention.
Use multiple approaches
to market your product or service.
High
Touch. Combine high-touch with high-tech. Although your customers
want the convenience and efficiency of technology, they still want
and need personal attention.
These are
just a few of the important components to an effective marketing
campaign. Constantly evaluate your marketing tools by measuring
the response rates and recording feedback
from your customers. A
good marketing program is dynamic and
fluid. Speak your customer’s
language and you’ll have them speaking yours, in dollars and
cents.