| Ever wonder why some marketing tactics work for | | | | Yet, you'll find entire books focused solely upon |
| some businesses but not others? Maybe you heard | | | | marketing tactics instead of helping you develop a |
| about a business that paints their company website's | | | | marketing strategy. That's probably because executing |
| URL on the top of their delivery trucks and increased | | | | marketing tactics is easy. Developing a marketing |
| sales by 25%, yet when you try the same tactic, sales | | | | strategy can be hard if you don't have direction.The |
| remained flat.The reason most marketing tactics fail is | | | | basics of developing powerful marketing strategies |
| that they are not part of a comprehensive marketing | | | | STEP ONE - Research, research researchThis is |
| strategy. A comprehensive marketing strategy helps | | | | where you find out what you do not know. The more |
| you to choose which tactics will work for your | | | | you know, the better your marketing strategy will be. |
| business and keep the sales coming in like clockwork | | | | Be certain you define the following: |
| no matter what the economy.Defining Marketing | | | | |
| StrategyAfter 20 years of working with businesses on | | | | Your customersWhy do they buy from you?What |
| creating advertising messages that deliver results, I've | | | | are they buying from you? (It may not be what you |
| come up with a few word pictures to try to help | | | | think!)What problems are they trying to solve?How old |
| clients better understand why we do the things we do | | | | are they? What is their income? What is their level of |
| in advertising and marketing. To help clients get a | | | | education? What is their marital statues? Do they |
| handle on marketing strategy, I use the following | | | | have a religious preference? What is their comfort |
| illustration. | | | | level with technology? Where do they live? Where do |
| If you have ever gone fishing, you have probably | | | | they work? What do they drive? How far do they |
| realized that there is more to fishing than merely baiting | | | | drive?The list goes on and on. You simply cannot |
| your hook, casting it into the water and reeling in fish. | | | | know too much about your customers.Your |
| The same is true in advertising.When I was a child, I | | | | competitors |
| would take a fishing rod and reel -equipped with little | | | | Who are your competitors? Are they only in your |
| more than a hook and a bobber - down to a creek | | | | industry? What is their USP (Unique Selling |
| behind our house. As I made my way to the creek, I | | | | Proposition)? Why do their customers choose |
| dug up a few worms, and when I arrived at the | | | | them?You may be surprised to discover your |
| water's edge I impaled the unlucky creatures on my | | | | competition may not be another business after all. |
| hook and tossed the line into the creek.Because my | | | | Consider the car wash chain that discovered their |
| goal was to catch "anything," the only fish I ever | | | | biggest competitor was their own customer! Instead of |
| caught were either carp or catfish and I didn't catch | | | | focusing their marketing messages on "on upping" |
| those very often. I knew that the creek that ran behind | | | | other car wash facilities, this chain changed their focus |
| my childhood home was teaming with blue gill, bass | | | | and began airing messages to educate their |
| and other "desirable" fish. I knew because I saw other | | | | customers on the benefits of their system over |
| anglers stand in the very spot I did and catch those | | | | washing their cars at home. Once this business |
| very fish. However, despite my good intentions and all | | | | recognized who their true competitor was and |
| of my efforts, the best I ever caught was an | | | | changed their ad copy, they began to see measurable |
| occasional carp or catfish.Years later, I can see that | | | | results in the bottom line! STEP TWO - Determine the |
| the reason I was catching these "bottom feeders" is | | | | problems your customer has and the solutions you |
| that I had my hook lying on the bottom of the creek. | | | | offer.Everyone has problems. Marketing is merely the |
| The anglers who were bringing in the fish I desired | | | | act of bringing your solutions before the people who |
| weren't using the huge hook I was using, nor were | | | | need it most and are ready, willing and able to pay for |
| they using earthworms for bait. (Nor, for that matter, | | | | it.The more you know about your customer, the better |
| were they using an oversized orange bobber!) In my | | | | you'll be able to showcase the solutions you offer that |
| youthful exuberance, I had over-estimated the depth of | | | | s/he is seeking. |
| the waters and seriously over-estimated the mouths | | | | STEP THREE - Determine the emotional triggers that |
| of the creek's "desirable" fish. No matter how noble my | | | | will ignite your sales. |
| goals, I was not fishing with the proper bait and tackle, | | | | The act of buying is a complex and emotional |
| so I could not catch the fish I desired.Experienced | | | | decision. The reason your customer is making a |
| anglers know that choosing the proper tackle is | | | | purchase is not always readily apparent. While you |
| essential before you begin to fish. You have to know | | | | may think that you are selling candles, your customers |
| what fish you are targeting, because that determines | | | | may actually be buying: |
| everything else. By the time an angler picks a target, s | | | | |
| he will have made many decisions well in advance. | | | | Emergency lighting |
| The first choice is whether to fish in fresh water or | | | | Aroma therapy |
| salt water. From there, the angler will choose the | | | | Ambiance |
| weight of the line, the type of bait and the size of the | | | | Notice, not one of the customers above is buying |
| hook.If you want to be successful in fishing, you have | | | | candles. They are instead, purchasing a function of the |
| to choose your target in advance. You have to | | | | candles.Find out why your customers are buying and |
| develop a "fishing strategy". | | | | you will be on your way to marketing success.STEP |
| The same is true when you're fishing for customers | | | | FOUR - Creating a marketing strategy that delivers |
| for your business.Using marketing tactics is like using | | | | results! |
| bait when you fish. You may be using a bait that is | | | | Now it is time to take the information gathered in the |
| irresistable to sailfish on the open ocean, but when | | | | first three steps to create a precise marketing |
| you're sitting on a boat in the middle of a lake teaming | | | | strategy for your business or product. Once you |
| with bluegill, your irresistable bait won't result in catching | | | | recognize who your potential customer is, you can |
| very many fish.Marketing Tactics, when used to | | | | begin to focus your message on their wants, their |
| support a Marketing Strategy, can be powerful. | | | | needs and their desires. A marketing strategy is simply |
| However, when used haphazardly, they can actually | | | | a plan where you get your message in front of the |
| hurt your business.There is no such thing as a "magic | | | | right people, those who want and need your product |
| marketing tactic" that works for everyone, every time. | | | | or service. |