Marketing success
,

Marketing Success – The Key Ingredients

What are the key ingredients for marketing success.

I’m going to explain by using the example of the England rugby team

Now I’m a big rugby fan.

I had been really looking forward to last Saturday’s England/Wales game.

In the first two games of this year’s Six Nations Championship England had been really good.

When they lost therefore the disappointment was so much greater.

So where’s the parallel between international rugby and marketing?

Admittedly you don’t get your head ripped off by hulking giants when doing your marketing, but bear with me and I’ll explain.

To be successful at sport 3 key elements have to come together.

  1. Having the appropriate level of skill and fitness is a must
  2. You need to have a plan and tactics plus the mental flexibility to alter the plan and tactics if they’re not working.
  3. The right mindset is vital – to be focused and up for it.

You can see where I’m going now can’t you because marketing success is just the same.

Firstly you need the requisite amount of skill and knowledge.

You’ve got to know what you need to do and have the skill and experience to execute it effectively.

But the good news is that you can learn most things.

The second thing is you have to have a plan.

You can’t just wing it.

You need to put your plan together and then be disciplined enough to execute it but while staying flexible enough that you can tweak what you’re doing if things aren’t working or circumstances change.

Marketing success doesn’t just happen.

Allied to this you need to use the right tactics for your target audience.

If your audience is elderly women then the media, the language and the offer you use are going to be very different to if you’re talking to teenage boys.

And the third point and this is probably the most important of all is your mindset.

Without the correct mental attitude you’re never going to succeed.

If you haven’t got the right determination and motivation you shouldn’t be running your own business.

You should go and get a job.

Running your own business is hard and lonely.

Shit happens and you have to have the mental toughness and determination to cope with it.

Above all you have to want it enough.

If you want it enough, you’ll do what it takes to make it happen.

Shame England didn’t have that mental toughness last Saturday.

If you’re struggling for marketing success I can help.

I’ve got the skills and experience to identify and execute the right tactics for your business, I can put together your plan and if need be I can give you a kick up the backside.

Just give me a shout on mikejennings@marketingsurrey.co.uk  or call me on 01483 200387.

, , , ,

How To Differentiate Your Business From Your Competitors

For all small businesses, one of the key marketing issues is how can you differentiate your business from your competitors.

You must give your customers real and tangible reasons to choose you.

I was at a marketing seminar last week, part of which was given over to a case study as to how one business had done this.

The business featured was a florist with both a shop and an online business – a seriously crowded market place.

The point was made that if you’re ordering flowers for delivery from a bog standard florist, after the order’s been taken you may get a confirmation email and an invoice.

But that’s all the contact you likely to have.

The featured business’ process is very different and was designed to differentiate the business.

  1. After you’ve placed your order, the first contact is an email confirming all the details of the order.
  2. Next you receive an email with a photograph of your flowers made up and the name of the person who made the bouquet for you.
  3. The flowers are then delivered in an elaborately wrapped van which looks like a mobile bunch of flowers.
  4. Only happy, outgoing, helpful people are recruited as delivery drivers or “Deliverer of happiness” as they’re known.
  5. As soon as the flowers have been delivered, the driver sends you an email from the van telling you the time the flowers were delivered.
  6. If the recipient isn’t in, the flowers are left with a neighbour who’s given a “Good Neighbour Award” of a thank you card and a box of chocolates there and then.
  7. The day after the delivery, the recipient is sent in the post:
  • Flower food
  • Information about looking after the flowers
  • Discount code for their own purchase
  • A polite request for a testimonial

That’s a lot of customer care.

What these people have done is to look to add value at every stage of their service and to make it literally world class.

Now you might even think that this is a bit over the top.

But who are you likely to go back to or refer to your friends – a business that demonstrates how important their customers are to them or the bog standard florist who takes the order and, you hope, delivers the flowers.

So if you want your business to truly stand out, you should look closely at every contact point you have with your customers.

See if there is something extra you could do to add value to your service and to demonstrate to your customers how much you really care about their satisfaction.

I promise you it’ll be worth your while.

If you want any help with this or any other elements of your marketing, give me a shout on mikejennings@marketingsurrey.co.uk , call me on 01483 200387.

, , , , ,

How To Be Successful At Marketing

I imagine that all businesses want to be successful at marketing.

So what’s the secret of success?

The simple answer is that in most areas of life including marketing, success is dependent on knowing and following a formula.

Now I know that new disruptive businesses like Uber are being massively successful. But unless you’ve got a completely new business model up your sleeve, you’re back in the need to know the formula group.

Take film as an example – find your hero, put him in a really difficult situation and then let him sort it out.

Hollywood has always known the golden rule: Keep to the winning formula and you’ll make money.

The Formula For Being Successful At Marketing

Marketing is no exception. It has its own very simple formula:

Target. Nurture. Persist.

And why is this the right formula for marketing?

Because you’re selling to people and people like to buy from people they know, like and trust.

Now we know this formula is right because it’s unbelievably hard to sell stuff to strangers.

The secret is to build a relationship first, after which the selling becomes comparatively easy.

How do you put this formula into action?

This is the bit where most businesses fall down – the execution.

And this is where I can help.

My formula works as follows:

Create an irresistible customer proposition, which differentiates you from your competitors.
Build these messages into your website, so that it converts visitors to enquirers.
Include a lead magnet which generates contact details.
Set up an auto responder sequence and ask for the order (that might be an actual sale or a free consultation).
Send regular emails to the database, build relationships and trust and allow prospects to buy from you when they’re ready.

I know the formula works because I’ve refined it over the last 10 years into a dependable and predictable business generator.

If you follow the formula almost anyone has the ability to be successful at marketing.

Good luck.