Tag: Campaigns

Do you understand your market?

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Marketing is a little like clothing – one size does not fit all. There are things that you need to know about your market if you want to maximise your service and profits. Not knowing these things will cost you money, effort and time.

First of all – what do your competitors offer? This is important because you may not be able to complete with their price, their delivery time or their service – conversely you may be able to do far better. Either way means money in your pocket – if you can out-compete them then obviously you have a market that is waiting for you to introduce yourself and if you can’t compete then you save your marketing budget for better days.

Many established businesses and products become lazy, they sometimes take their customers for granted, or the market changes without notice. For example environmental issues are far more important now then they used to be. Legislation and fashion changes, sometimes without much notice. Your business needs to keep just in front of the majority to reap the biggest rewards – not on the “bleeding edge” but not trailing after either.

It may be that your market is not one homogenous group. For example vehicle manufacturers produce small, medium and large sedans, plus hatch-backs, plus different engines, colours, features and the list goes on and on. You may not have as many different groups of customers as the vehicle manufacturers, but you do need to treat each significant group the way they do.

That just means that you need to tailor your marketing message to suit the market segment, and make sure that your offer is appealing to them. This may mean making several campaigns for the same product – emphasising different features, or different benefits of your product to each segment.

Read the next article for more information about market segments, and let us know what your experience has been.

Entrepreneurship Marketing

What can you learn from a Pop Star?

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The most popular current search on Google as I write this is the name of a young Pop Star. What does that mean for your business? A lot in terms of promotion and customer loyalty, that’s what.

Nearly every copywriter will tell you to maintain a “cheat file’, where you keep a copy of adverts and copy that resonated with you for subsequent reuse in your campaigns. That’s good advice, and it is where the benefits of the latest Pop Star begin.

You see they have megabucks available for their campaigns. They can just about spend what they like to get the message out, and they will still make a good return. You don’t have to mimic their budget, but you’d be crazy not to mimic their techniques!

PopStarEvery popular musician known to history has been on every music or video hits show and nearly every talk show they can get to. They always talk a little, and then they sing one or two songs and they are off to repeat the actions at the next studio. So what?

They spend all that time effectively giving away their best, that’s what. You get to hear their latest song for free. You also get to know a little about them – they grew up in a little town in Canada/a big city in the USA, they had living parents/they didn’t have any parents, they always dreamed of performing/they were surprised one day by a stranger who asked if they would like to sing for a living. It’s almost like you grew up together, you know so much about them!

And they rarely ask you to buy – they do say that they’d like to see you at the concert tomorrow night, which a cynic could say amounts to the same thing, but there is a subtle difference. If I engage you in conversation and then ask you to buy from me you would be forgiven for thinking that the only reason I engaged you in conversation was so I could sell you something. If instead I say “Looking forward to seeing you at my concert tomorrow” there is a softer ‘tone’, the message isn’t quite so “in your face” and the connection between conversation and converting sales is not so obvious.

“I hope you all enjoy my new CD” is another phrase that really means “Buy the damn thing and listen to it!”. How many phrases can you identify?

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There is nothing wrong in this, by the way. They are simply creating the situation where people want to buy their music, versus trying to find people to sell it to. They do that because it is easier and it lasts longer.

And that’s what your business needs – easier, more effective marketing that is remembered longer. It also usually costs less, and is more likely to go viral.

What can your business give away to generate interest? That can be knowledge/advice, demonstrations, a regular (weekly/monthly) prize, or a cross promotion with another business that serves the same target market. Offer one of their products to your customers, and one of yours to theirs?

How can you let your customers and potential customers know about ‘you’? Just talk to them, with no particular end in mind. They will ask about what is important to them, and you just give a straight answer.

Then you just need to position the desire to buy from you – “Looking forward to …” and then tell them about what hey will receive – “…making your car run like new again”, “… hearing about the fun your kids are having in the pool we built”. You can figure out the right positioning phrase for your business – or should I say phrases. Have three or four, and feel free to pop them into the one conversation.

What was that you just said? Oh, I grew up in the country, and picked up a lot of my values then. When I was 17 I went to College in the city, and learned a lot about how things worked and the importance of getting it right the first time, and being on time. I have continued learning since then, figuring out how to put that into practice in my own business and the businesses I help. And I enjoy doing that – I think that’s what I was put here to do. I’ve been doing it since 1980 and with lots of businesses the same size as yours. So what’s your biggest business problem? Maybe I can help.

No, I haven’t forgotten customer loyalty. Think about the average fan – they plaster their walls at home with posters and assorted gadgets, they buy everything associated with the object of their desire! How many of your customers do that?

Some of them might, if you start to give your customers an experience they will not forget when they interact with you. And that’s the important part – what’s the experience like – buying from you? If it is fun and leaves a lasting positive impression, just like our pop star fans go home singing to themselves, your customers might go home thinking about your business! More on giving your customers a great experience later.

Education and Training Implementation Marketing

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