Marketing has a bad reputation. Many feel it is the one department in a company whose only purpose is to spend money without any guarantee of an ROI (Return on Investment). When marketing is mentioned, it conjures in the imagination expensive ad campaigns, media hype and market research. When times are tough, marketing is usually the first budget to be cut.

This is because, in most our minds, we are placing an incorrect definition on the term, "marketing". The actual definition of marketing, in today's marketplace, is the delivery of customer satisfaction at a profit. This has nothing to do with expensive advertising, does it? If we accept this definition, then what is the goal of marketing?

To attract new customers by promising superior value,
and to keep current customers by delivering satisfaction.

The old definition of marketing was making a sale - "telling and selling" - the new sense is satisfying customer needs. If the marketer does a good job of understanding consumer needs; develops products that provide superior value; and prices, distributes and promotes them effectively, these products will sell very easily. This article revisits the basics that many companies have forgotten.

Following are 9 areas upon which to focus. All of these ideas may not apply to you, but may inspire you to think creatively, using your imagination to develop marketing ideas that do fit your needs and goals.

1. A ROSE BY ANY OTHER NAME… Have you created a Brand Name for yourself? A Brand Name is a word that has a secondary meaning. One of the most well-know examples is Q-Tip - two meanings; cotton swab and the brand of cotton swabs. No matter what brand of cotton swab you buy, you probably call it a Q-Tip.

Have you created a consistent image that people will associate with your company or service? It all starts with a name - why do large companies change their name (Pacific Bell to PacBel to SBC Pacific Bell to SBC)? Why shouldn't you?

Think about the name of your business - does it satisfy all these requirements:

• Sound good
• Look good when reproduced on paper (stationery, business cards, etc.)
• Differentiate itself from the competition
• Have an available web domain
• Simple
• Memorable, easy to find in the phone book (don't start your name with a phone number)
• Defines your USP (Unique Selling Proposition)

2. BUSINESS CARDS - Would someone who found your business card on the street know what product or service you offer? If the answer is no, then you are overlooking a relatively inexpensive marketing tool. Your business card is your billboard. Each time you distribute a business card, you are, in essence, handing out a mini-ad campaign.

Describe your business in 5 or less words on your business card and be creative with your design.

Examples:

• Life coach Debra Sayre's card: "Clarity leads to success" on a clear, plastic business card.
• A chiropractor could put stress-relieving exercises on the back
• Car sales company could include driving-safety tips
• Contractor put sandpaper on back of card
• Pediatrician put emergency info on back of card for local hospital, children services, etc.
• Travel consultant has a one-fold card - front shows a suitcase, opens to resemble luggage interior.
• Rainforest Café - bird-shaped business card.

3. RECEPTIONIST - more and more companies have moved to Auto Attendants. How many times have you been trapped in auto-attendant cycles, unable to reach the person you need and frustrated enough to hang up and look for another company? It has reached the point where if a live person answers a phone for a business, the caller hesitates, waiting for a beep.

The receptionist is the first contact for making a sale. If you actually have a live person answer the phones, listen to him or her from a client's point of view. Are they warm, helpful, and professional? Do they smile when speaking to the phone? / Do they recognize your regular customer's voice, so they can make that extra effort to greet the customer properly, by name. Call your company frequently to hear how it is being represented.

Don't forget to call while your receptionist is on break - who answers the phone then? Are they trained properly? The average receptionist is away from the phones 2 hours a day, between lunch, scheduled and unscheduled breaks. This means that your phones are being answered by the back-up person 25% of the time.

If your company insists on using an Auto Attendant make sure it works properly and that customers/prospects can get to a live person easily.

4. STRATEGIC ALLIANCES - Don't go it alone. The pioneering adventurer, the independent entrepreneur, is a myth; no one truly makes it alone. Successful companies form alliances and leverage these to further goals.

Set up a Board of Advisors

• Normally, they are not paid, but paying some amount could make them more accountable,
• Select professionals who complement your business
• Diverse group - offer balance and perspective, different skill sets

5. BECOME AN AUTHORITY AND LET THE REST OF THE WORLD KNOW ABOUT IT - Experts are always in demand

Two ways to establish yourself as an expert in your field:

1. Writing
2. Public speaking.

Writing articles gives you an edge

• Establishes you as an expert in your field
• Publicizes your company
• Reinforces your image
• Enhances your credibility
• Adds instant prestige

Write an article with your byline (see the end of this article!). Include your name, short description of your company, your phone number.

Take advantage of every speaking engagement you can. Practice, practice, practice.

6. ENTER OR CREATE A CONTEST - Enter your product in a contest (or encourage your vendors to enter your product) - winning helps establish credibility and gives you publicity.

How to find contests?

• Search for those sponsored by organizations and associations that you belong to
• Attend meetings and conferences
• Study announcements sections of professional journals

Hold a contest in which you are the judge - establishes you as the expert and gives photo opportunity

7. GIVING BACK TO THE COMMUNITY - smartest ways for a small business to market itself - by pooling its resources and strategically donating time and effort to one cause - civic marketing. Smart way to get your business known, seen and trusted in your community. Civic marketing is in a class by itself; its altruistic purposes it to help other while you ultimately help yourself and your business. Your efforts benefit others with the hope that they may also inspire employee and customer loyalty and eventually pave the way for increased profits.

Develop your own unique civic marketing plan - The more unique your efforts, the more likely that the idea can't be copied and the more attention you will receive for your contribution and your business.

8. GET MEDIA ATTENTION - the trick lies in presentation:

• Spin your story in an original way
• Think in terms of "sound bites"
• Form your story idea to appeal to as broad an audience as possible
• Make sure it fits into one of the time-tested "hooks" that usually make editors and producers bite:

  o Breaking news
  o Trend
  o Anti-trend
  o Offbeat
  o Significant
  o Timely
  o Celebrity endorsement
  o Superlative
  o Slice of life
  o Local
  o Community involvement
  o Human interest
  o Expertise
  o Milestone/anniversary
  o Controversy

9. KEEP THE CUSTOMERS YOU ALREADY HAVE - the most obvious, but often overlooked, concept of what it takes to keep the customers you already have.

Here are some facts you should consider first:

• Dissatisfied customers tell an average of 10 to 20 other people about their bad experience.
• The cost of attracting a new customer is 5 times the cost of keeping an existing customer.
• With many businesses selling the same or similar products or service, quality of service is the only variable than can distinguish the company from its competition.
• Customers are willing to pay more to receive better service.

The typical company will lose 10% to 30% of its customers this year, mostly because of poor service.

Organizations that initiate effective customer loyalty efforts have seen profits jump 25 to 100%. Customer service is the competitive battleground for the 21st century.

Providing customer satisfaction and loyalty is, in essence, a constant marketing program to your existing customers.

10. Your idea(s):

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

Mr. Feldstein is currently the President /CEO of his own company, Concentric Software, representing e-manage, a comprehensive marketing software program. 909-596-1022.

Site Hosted by