Welcome to the first of a series of views covering various aspects of marketing. In this column, key aspects of marketing techniques and practices will be highlighted and it will include straightforward, practical ways to provide at least one or two immediately usable concepts or suggestions for improving marketing that can be put in to place on many occasions at little cost.
The Institute of Marketing's definition of marketing is: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
Marketing is not purely producing brochures, advertising campaigns or thinking up new logos. These can be among the tools used to achieve the marketing objectives, but marketing is more importantly an attitude, a state of mind.
It is about concentrating on your target customers, understanding their needs, and listening to their views. True marketing has to involve researching customer needs, and meeting them innovatively and cost-effectively. Failure to do so will inevitably result in a lack of competitive edge or the differential in the eyes of your potential customers compared with the competition.
It's not rocket science
Marketing does not have to be rocket science; usually the most simple and common sensical approaches are the most effective.
In this series, we will look at the important aspects of first deciding what you want to achieve out of your business and then matching your marketing plan with your business plan. Deciding where you are at the moment, researching the markets that are most profitable to you, analysing your existing
customer and business base, reviewing and assessing your image, branding, tactical activities, such as sales processes, literature, use of awareness campaign through local public relations and seminars – much of this can be initiated without any marketing costs.
Marketing is about customer relationships, winning and retaining a relationship through which you can sell your services and products. By focusing on what your clients want, instead of what you are prepared to give them, you will start to create that relationship.
Over this series, we will be looking at the marketing audit, marketing planning, research, branding, processes, and how the use of marketing tools, such as public relations, advertising, corporate literature, brand promotion, can be used to accomplish your overall business and marketing objectives of identifying and creating profitable customer relationships.
However, you don't need to wait to get your marketing activity moving. Do something now, do something positive, but plan it. Get key members of your team together, and start to think marketing. Start creating that attitude throughout the business that focuses on the customer and their needs, and how you can establish a competitive differential between your services, and those of your competitor. Start taking a close look at your business and the image it projects not only to your customers, but staff, local community, suppliers and even investors.
Start to establish the thinking that will go into your marketing audit, and planning process. You must evaluate your weaknesses and strengths. Start asking customers, staff and suppliers how they perceive your business. Is it what you want it to be? Identify things that need to change. If you are not already measuring performance, analyse those areas of your business or sectors of your business that are the most profitable – those that offer dynamic growth.
Communication is key
How do you communicate with your customers? Is your profile within your chosen business sectors as you want it to be? Do you need to raise this? Identify the media within your area or market segments that will be important to you in the future.
Start making contact with the editors or journalists involved. Assess the type of stories or articles that the media carry, so that you are prepared when you commence public relations' activity, for it needs to be targeted at the right media audience.
Creating activity within your business that is marketing focused would help with a new, positive attitude towards building and promoting your brand image. Is your signage and corporate livery attractive? Does it project the image and values that you wish to be associated with? Review existing literature. Does it need rewriting? Does it need to address the needs of your customers, rather than purely giving a rundown of the history of your business, and the services it offers? Can you better harness the data that you hold on your customers and prospects, and through enhanced management information, turn your client record system into a powerful database marketing tool to aid future relationships, sales and cross selling?
Marketing does not have to wait for a comprehensive detailed plan whilst organised and coherent thinking will obviously be of major benefit. There are things that you can start implementing immediately. Think Marketing, think customer focus.
