Selling on-line only, selling through small local craft fairs or a
retail giant, marketing is vital for all. We cannot buy something if we
do not know it exists, your potential clients have to first discover
your products exists, find a desire or reason to have and finally decide
to buy. A lot of steps to the point of sale, get it wrong and you will
simply not sell.
Marketing is…..
- Marketing is powerful
- Marketing is cost effective
- Marketing is essential for growth
- Marketing is achievable by all
MARKETING IS A MINDSET – YOU MAKE IT HAPPEN
What is marketing? Simple answer everything…….
Marketing takes many forms and can cost from nothing to millions, but
it is a vital for every business. Marketing is a journey, with an end,
many possible routes and often to be repeated in differing forms. It is
many things brought together to achieve one goal.
What is the purpose of marketing? Marketing is all about building…..
- BUILDING YOUR BRAND (every business has a brand without fail)
- Building market share
- Building profits
- Building product range
- Building relationships
- Building reputation
It is not needed for my business, what can I use for a fast track
approach, it is only advertising so not right for me, all things I hear
and all are wrong, there are no miracle cures and no one can be let off
the hook as marketing touches every business from UK PLC to charity, one
man bands to multinationals. The difference is found in the mix of
methods, the spend and the repetition but again this varies even with
like for like businesses.
Each business uses different techniques in varying ways there is no
‘one fits all’ solution is out there but one thing is proven you MUST
use multiple methods of marketing. Times and economies change fast
these days, new likes and dislikes happen overnight, so even if not
trend setters we must have our finger on the pulse to some degree. This
is not about fashion trends it is about the trends your clients are
following, potential or current. Lose sight of that and you will soon
lose customers to someone who is paying attention not assuming they know
or basing ideas on old information.
Step one, work out what you do in the way of marketing. Traditional
methods like adverts, be it in a magazine or Google Ads, or less obvious
such as business networking, blogging, presenting a pretty show stand
or shop window, even telling the girl on the check out at the
supermarket what you do. Sit, think and list all you do may take a
while but you will be amazed.
Next you must learn how to evaluate these methods, often people put
too much emphasis on the one method that drives immediate sales, but are
there secondary methods driving brand awareness so that your name
sticks in the mind of consumers and helps drive sales but in a less
obvious way. Also important, are these methods portraying your business
in the correct way and following the ethos of your business or could
you make them better, are they good for your business? Be tough, be
honest and be realistic and never decide on a snap decision or head for
comfort zone options, as you do not buy from yourself so it is your
clients likes, needs, wants, hates etc. you must understand or pander
to.
Have you ever heard of Marks and Spencer or M&S? Stupid question
I hear you say, well no it is not, they are a massive high street brand
but yet every day they reduce their profits but adding to their costs,
why? Brand awareness, consumers have short memories and soon find
alternatives so that is why M & S put the branding on everything
from their sandwiches to their knickers as it reinforces the message
that they are there, come and buy. The message is thought through and
brand images are tightly controlled to ensure continuity and
appropriateness. So even tiny weeny businesses should look at marketing
as something that is intertwined in every aspect of their business
every hour of the day, not just a costly or detached segment of running
their business.
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