It’s time for an “extreme makeover” of your current thinking about what makes a great marketing and public relations strategy. The traditional methods of marketing and PR are quickly becoming ineffective; if you don’t know what I mean, you soon will.
Visit any running store, bike shop, or supermarket and you will be stunned at the selection of nutrition bars along with all the outrageous benefits claimed: low carbohydrate, high protein, low fat, organic, low sugar, low calorie, etc. While some are truly nutritious, others are carefully disguised candy bars. However, one nutrition bar stands out in the crowd and it is called
Your brand is your promise of value. It is often said that good brands have three primary characteristics: they are authentic, consistent, and differentiated. Of the three characteristics, staying consistent may be hardest thing to do.
I got a call from a friend of mine who had just joined a small company as Marketing Director. After auditing the firm’s marketing practices, he determined that the old company name had to go. The old name too closely resembled another firm’s moniker and it was causing confusion in the marketplace. With new ownership at the firm, a change seemed to make sense.
Years ago a very wise sales manager asked me, “What is the single most important factor in selling?” Dumbfounded by the question, I sat in awkward silence. Sensing my quandary, he answered his own query with two simple words, “Being remembered”. I quickly nodded yes, but I did not really know what he meant.
Sometimes negotiators don’t tell the truth and it is up to you to figure that out or catch them at their game. Candidly, some people are very good at concealing the truth, but typically there are cues to determine if the other party is bluffing or lying outright. Yet, we get conned all the time.
Even the best marketing strategies need to be revisited, if not revised. Changes in the market environment can dramatically change the marketing mix and your product plans. Marketing strategy should be viewed as a process, which means that the best laid marketing plans will change sooner or later.
Innovation is the mainstay of niche marketing, yet your customer may not be able tell you what they will need in the future. And this makes sense if you think about it.
It is sales legend that it costs far less money to keep an existing customer than it does to find a new one. Customers that have bought from you in the past are likely to buy again and represent your best leads. Thus, staying in touch with these folks is a must do for any business and direct mail is one of the best ways stay in contact.
If you ranked all the tools in the marketing tool bag, which include product promotion, pricing, advertising, personal selling, and public relations, you will find that reference accounts top the list in effectiveness. Reference accounts are the most believed and trusted form of marketing. Let your happy clients do your selling for you.