You may have seen that I commented in The Warrior Forum on how many hundreds of thousands of dollars that I have been responsible for spending on Marketing over my career; I have often wondered how it is that I used so much money for marketing in the past.
What is not so important as the past is the new wave of marketing of the future.
We can actually connect with clients. My clients can actually connect and communicate with their customers. Believe you me, that's a hell of a difference than we ever had in simply putting the message out and "hoping" we had the audience.
I'm going to comment on this over the next few days.
js
Friday, January 19, 2007
Monday, January 15, 2007
Marketing /MBO 101
Peter Drucker, the Management Guru Extraordinaire, developed the concept of MBO, or Management by Objectives--literally--40+ years ago.
Today, I want to suggest that you apply the process of MBO to your Marketing Plans and find how to best approach your potential success. First, though, let's look a bit at the whole MBO process. Distilled down to three simple questions, you can measure your marketing program this way:
Where is my marketing program today?
Where do I want to take it tomorrow?
How will I get the program there?
In positioning these magic three questions to your marketing expertise, look first at what it is you want to achieve, then how to get the target to where you need them to be, and finally, what must be done to get them to that magic spot .
Marketing is the process of positioning the mindset of the potential customer....what you must do and what you must say to create the potential consumer needs, and theoretically develop his/her mental demand for your product and service. Tell them what the benefits are. Tell them what your product or service does for them. Then tell them how you meet their needs.
How you get them to that point is the key.
Today, I want to suggest that you apply the process of MBO to your Marketing Plans and find how to best approach your potential success. First, though, let's look a bit at the whole MBO process. Distilled down to three simple questions, you can measure your marketing program this way:
Where is my marketing program today?
Where do I want to take it tomorrow?
How will I get the program there?
In positioning these magic three questions to your marketing expertise, look first at what it is you want to achieve, then how to get the target to where you need them to be, and finally, what must be done to get them to that magic spot .
Marketing is the process of positioning the mindset of the potential customer....what you must do and what you must say to create the potential consumer needs, and theoretically develop his/her mental demand for your product and service. Tell them what the benefits are. Tell them what your product or service does for them. Then tell them how you meet their needs.
How you get them to that point is the key.
Friday, January 12, 2007
How Can I Develop My Business?
"How can I develop my business?"
Oh, please. That's the mega-million $$ question, isn't it? I bet every Fortune 500 company in the world wishes I'd answer that, right here on this blog.
What I do is examine the proper mix of Marketing strategies to address development of a business. Where your business is currently operating is one issue.
What you want it to convey is something else, entirely.
Marketing is NOT advertising. Advertising is one form of marketing, but holistic marketing recognizes and represents the image that each targeted customer has in his/her mind representing their thoughts of your business. You can build that holistic marketing in a variety of ways.
You must address your “Advertising” strategy and decide where you might want to invest your pitifully meager dollars to present a unified image to your customers.
All of these concepts can demonstrate the power that correct marketing can offer in presenting your services to a new and expanding client base, lest you think I've gone round the bend.
Oh, please. That's the mega-million $$ question, isn't it? I bet every Fortune 500 company in the world wishes I'd answer that, right here on this blog.
What I do is examine the proper mix of Marketing strategies to address development of a business. Where your business is currently operating is one issue.
What you want it to convey is something else, entirely.
Marketing is NOT advertising. Advertising is one form of marketing, but holistic marketing recognizes and represents the image that each targeted customer has in his/her mind representing their thoughts of your business. You can build that holistic marketing in a variety of ways.
You must address your “Advertising” strategy and decide where you might want to invest your pitifully meager dollars to present a unified image to your customers.
All of these concepts can demonstrate the power that correct marketing can offer in presenting your services to a new and expanding client base, lest you think I've gone round the bend.
Branding and It's Importance
So if I'm really going to share wisdom and vision, I should answer some of these everyday questions that I get asked.
"What is building a Brand all about?"
What tree did you just fall out of, Bunky?
Building a new Brand means more than simply building Brand awareness, offering a name for a company or product, or developing opportunities for reciprocation.
If you want to simply devise a "name" for your product, various vendors can charge you $50,000 and give you a name that has been vetted through every language, develops a positive image for a subset of clients, yet one that makes other potential clients sweat, simply by thinking about it. I can even recommend one that’s brilliant.
But that’s not what you want—or need. You need to expand beyond awareness—you’re seeking a Brand concept which is inextricably tied to your product or service.
You must seek presence, customer relevance, and marketplace differentiation.
Finally, you need to develop imagery that will immediately offer you recognition and with which you can expand upon your offerings to a growing and expanding client base.
Branding is the ultimate endform of marketing. Marketing manages the mindspace of the consumer—whomever your consumer is. Marketing positively exploits whatever means the consumer has to find you. Everything you do—let me repeat that—everything you do-- impacts in some way on the mindset/mindspace of your potential client, and—by extension—those of your Brand.
So is it important? You bet your booties.
"What is building a Brand all about?"
What tree did you just fall out of, Bunky?
Building a new Brand means more than simply building Brand awareness, offering a name for a company or product, or developing opportunities for reciprocation.
If you want to simply devise a "name" for your product, various vendors can charge you $50,000 and give you a name that has been vetted through every language, develops a positive image for a subset of clients, yet one that makes other potential clients sweat, simply by thinking about it. I can even recommend one that’s brilliant.
But that’s not what you want—or need. You need to expand beyond awareness—you’re seeking a Brand concept which is inextricably tied to your product or service.
You must seek presence, customer relevance, and marketplace differentiation.
Finally, you need to develop imagery that will immediately offer you recognition and with which you can expand upon your offerings to a growing and expanding client base.
Branding is the ultimate endform of marketing. Marketing manages the mindspace of the consumer—whomever your consumer is. Marketing positively exploits whatever means the consumer has to find you. Everything you do—let me repeat that—everything you do-- impacts in some way on the mindset/mindspace of your potential client, and—by extension—those of your Brand.
So is it important? You bet your booties.
Newness. Will it wear off?
When you think about it, life was changed forever when we were able to start to write things down...and as many of these new aspects of technology like blogging begin to gain "real" legs, they will truly impact business with new and exciting ideas.
One aspect of business that I have embraced more and more is the "recyclable" aspect and concept of business...it's shocking to me that so many concepts I learned early in my career can now be recycled in new and diferent ways.
Not so with these new technologies. This is new, and this is exciting. We need to start thinking in new and different ways in order to simply comprehend the opportunities they make available and the doors they open to us.
Think about, for example, Article Marketing. It's a concept that's fairly simple, but drives traffic to your site because every content publisher in the world is looking for content; if you're interested in sales or influence-peddling, writing a 300-600 word article about your product, service or concept is a no-brainer.
One aspect of business that I have embraced more and more is the "recyclable" aspect and concept of business...it's shocking to me that so many concepts I learned early in my career can now be recycled in new and diferent ways.
Not so with these new technologies. This is new, and this is exciting. We need to start thinking in new and different ways in order to simply comprehend the opportunities they make available and the doors they open to us.
Think about, for example, Article Marketing. It's a concept that's fairly simple, but drives traffic to your site because every content publisher in the world is looking for content; if you're interested in sales or influence-peddling, writing a 300-600 word article about your product, service or concept is a no-brainer.
Subscribe to:
Posts (Atom)
