news item
29.07.2009
10 marketing essentials
Effective marketing and branding should have a substantial impact on your bottom line. Here we outline the 10 key considerations for those looking to get real value from their marketing.
1. Get real
Set goals that can be achieved, because if the start-point is fantasy, the end-point will be failure. Plans should be based on reasonable expectations and as much factual information as possible.
2. Don’t try to get by on ad hoc, uncoordinated marketing activities
Think long-term. Coherence and continuity of structure are so important.
3. Remember internal training is as important as external marketing
Particularly when it comes to getting the best out of your brand. As a generator of long-term value a brand has to be seen as an organising principle for your business, and as such, it can’t be kept like a trophy in the boardroom. It must be understood by and belong to everyone.
4. Think personal
The internet has helped eliminate the ‘average’ customer, so speak to yours as individuals. Target them according to their particular likes and dislikes and address them personally in communications where possible. People don’t see themselves part of a larger demographic, so refer to your customers in the singular – ‘we know what issues you face’ – rather than as a group – ‘we know what issues mums face’ – in marketing material.
5. Everything you do should be measurable
It is important that you build up a bank of knowledge so you can refine activities in the future. Marketing is never an exact science, but working like this will certainly help you forecast with more accuracy the return you can expect on initiatives. Learn and improve – for example, you can enhance the quality of your database by recording responses to any direct marketing activity you undertake.
6. Look after the customers you’ve got
They’re the ones providing your revenue stream right now and they could also be a source of new business if you impress them sufficiently for them to recommend you.
7. Define your proposition
What’s the one thing you can claim to do differently or better than your competitors? Are you cheaper? Do you offer something they don’t? Have you won an award that makes you unique? Make it strong – ‘we provide good customer service’ is not a compelling proposition, it should be a given.
8. Don’t put all your eggs in one basket
Consider a combination of media for maximum effect, rather than just one. For example: combine your presence at an exhibition with communications to potential visitors before and after. Complement traditional mail shots with e-shots. Or follow up letters with a phone call. Mix and match several channels to find the optimum combination that works for you.
9. Make sure you have decent web presence
You’ll be at an instant disadvantage without one. Potential customers in almost every sector now expect to be able to find information online. Search Marketing, incorporating Pay Per Click (PPC) and Search Engine Optimisation (SEO), puts your company in front of the people that want what you’re selling.
10. Balance costs against projected response
Especially for smaller companies, this month’s marketing often has to generate next month’s revenue. How many sales will you need to make to cover the cost of the activity?
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