By Leslie Wolff – A Marketing Curmudgeon
Click Here to Read Cutting Through Clutter, 1 of 1
Common Sense Marketing: Out of Sight = Out of Mind
One of the most effective ways to accomplish the repetitiveness desired is the use of promotional products, which in my younger days were referred to as advertising specialties. They are a multi-billion dollar industry because they work. They deliver:
- Residual impact, which is what you need to look for and depending on your budget this is one area to give serious thought to, but in highly creative approaches. Keep in mind an imprinted message doesn’t disappear after 10, 30 or 60 seconds. It’s there to be viewed repeatedly for an extended period of time. Continue reading
Smart Marketing … for Small Business
By Leslie R. Wolff
I met a former business owner who never had time to
spend on marketing, now he does.
Marketing is the process of acquiring customers and keeping them. That’s it, no great mystery, without customers a business does not survive. Without happy, satisfied customers a business does not grow.
Theodore Levitt of the Harvard Business School once wrote …. “Marketing is all the exhilarating big things and all the troublesome little things that must be done in every nook and cranny of the entire corporate organization in order to achieve the purpose of attracting and holding a customer.”
Then why are so many business owners so confused about marketing their products and/or services? Why do some in an industry succeed greatly and others barely exist or fail? It is not the lack of capital. It is the failure of understanding what the various elements of marketing are and how they work together. It is the failure to examine all the “troublesome little things” within their business that affect the effort to gain customers and retain them.
Marketing is not difficult. Marketing need not be expensive. Marketing produces a better bottom line. Marketing requires discipline. Good marketing requires an open-minded attitude and a willingness to think “outside the box”.
Smart business owners will always ask themselves questions, constantly challenging their own thinking. Questions that open their mind about how they operate and what they should be doing. We put clients through a questioning process known as a “Marketing Needs Analysis” to get a clear understanding of the marketing strengths and weaknesses of a company. Then they help a firm build on their strengths and strengthen their weaknesses. Here is a brief sampling of some questions from our “Marketing Needs Analysis” that every business owner should be asking.
“Effective management always means asking the right questions.” Robert Heller
Questions to ponder:
- How easy or difficult are you to do business with?
- Have you ever surveyed your customer base and asked them to rate your quality of service?