Simple rules are a bit of an anomaly in today’s business setting. Technology is changing at breakneck speeds, the legal environment of business is becoming more complicated by the minute, and cultural and social norms are ever changing. Yet, even with all of the changes in the business environment, simple rules still play a valuable role in guiding the marketing activities of today’s business organizations. They serve as critical reminders that help keep us focused on what is truly important to the success of our business. So, when you find yourself bogged down by the complexities of day to day operations and aren’t sure where to dedicate valuable marketing resources, go back to the basics.
Large or Small- Rule #1: Budgets differ . . .sound marketing principles don’t. It doesn’t matter if a firm is large or small, whether it is complex with many layers of management or a simple sole proprietorship, whether it serves international or local markets—good marketing is good marketing. It has a specific purpose and an associated goal. Good marketing is not accidental. Rather, it is a planned activity that formally measures progress towards that goal.
At a recent presentation, I was asked to explain how the marketing topic at hand applied in a small business setting. The assumption was that large organizations have an entirely different process for performing marketing related activities than do small businesses. They don’t. Large organizations have more people and more money. Their marketing planning process is identical.
The Customer Rules . . . Maybe – Rule #2: Want to know what the top three assets of any business are? In reverse order: 3) its customers, 2) its customers and 1) its customers. This is a basic principle that every businessperson already knows. Without customers, a business cannot survive. The customer IS the reason for business and should be treated as such. Learn about them. It is important for a business to know as much about its customers as possible. If you don’t already have customer information, you should initially focus on 1) which type of customers are most profitable now and in the future, 2) what those customers like and need in terms of your products and services, pricing options, promotion messages and media and distribution methods and 3) other general characteristics that help define your customers as a unique group.
Marketing Manners Rule #3: Market unto others as you would have them market unto you. Admittedly, this sounds a little bit corny and a whole lot cliché, but it makes good sense. Somebody once told me that marketing is 80% manners and 20% technical skills. While 20% can make or break you, 80% certainly goes a long way towards enhancing profits. To ensure that you are maximizing your marketing manners, perform the following simple audit:
- Identify each possible way customers come into contact with your company or organization (i.e., phone, web page, store/office location, community event, etc.)
- Review the staff that will meet the customer at each of these contact points.
- Train your staff to treat customers with courtesy and proper marketing manners.
- Remember that your staff represents your business even after business hours.
Promotion in Threes Rule #4: Promotions drives sales. Not the other way around. While promotion is only a part of your overall marketing strategy, it is, nonetheless, vital. It is what drives customers to your business. So, when planning your promotions, think about how your business is promoted within three feet of your customers, three miles of your physical location, or three states distant. For example, if you want an effective reminder that your business exists, use a calendar, a pen, refrigerator magnet, or envelope opener. Each of these items stays very close to your target customer and will keep your business in the front of their mind. Promotion and advertising within three miles uses a mix of local broadcast and targeted media including newspaper, radio, and other print. Also, event sponsorships can enhance the image of your firm within a local market. Targeting promotions at customers that may be located three states distant can be accomplished by using electronic (the web) methods and the proper selection of broadcast or narrowcast media.
If you feel your marketing program is so complex that you can’t explain its major focus to a newcomer in less than ten minutes, it’s probably too complicated to work properly. A good marketing program is simple, uncomplicated, and gets results. Remember, always go back to the basics when thinking about your relationship with your customers.
