by the
Specialists in Services Marketing: Trux
Marketing/Management Solutions, llc
tele: 614-736-8789
Secret #1: Develop quantified GOALS.
A roadmap is most useful if
you know your destination. Before you
decide on marketing activities, it is crucial to have goals, measurable or
quantifiable goals. And not just “I want
to be a millionaire.” Profits come from
successfully providing goods or services to clients.
The best goals are
three-year goals, a long enough time to implement them, short enough time to
remain realistic. They need to be
measurable or quantified so you can know when you achieved them. For example, in three years we want to
increase our market share in California from 10% to 25% among teenagers.”
Most people think of
marketing as Promotion (advertising, public relations, direct mail, etc.). For marketing to work, all six
"P's" need to be in place:
Ø
Product (or service you offer)
Ø
Price (cost of your service, in terms of money,
convenience, time)
Ø
Placement (or access, delivery of product/service)
Ø
People (your staff)
Ø
Positioning (how you fit into the marketplace)
Ø
Promotion (how you communicate).
Each "P" is a vital part of your marketing strategy. Without the proper mix, your marketing effort will not work. If your service is of low quality or overpriced, or if your People are not trained or motivated, then Promotion will not help you. In fact, the promotion may backfire...many customers will try your service...once. This may damage your reputation or "Position".
Secret #3: If you market well, you won't need to sell.
Marketing focuses on the
needs of the buyer, while selling focuses on the needs of the seller.
Market Research will tell
you what the buyer needs so that you can provide it.
Selling means convincing people
that they need your product.
Find out what the customer
truly needs, then sit back and take orders!
Secret #4: Don't confuse me with the Facts.
You are what customers
think you are. Whatever they think your
business is (e.g. traditional/high quality/discount, etc.),
your customers will behave accordingly. If
they think you are a discount provider, they will either come to you for low
cost or will avoid you accordingly. If
there is a discrepancy between his image of you and "reality," you
have a communication problem!
Secret #5: WHO MARKETS in
your firm? Only the marketing
department?
"Good customer
relations begins with good employee relations"...Walt Disney
In a marketing oriented
company, everyone markets. The
marketing culture pervades the entire company...from the janitor to the
President.
This is especially true in
a service business, where your "product" can't be demonstrated,
recalled, inventoried, or resold. The
DELIVERY is the product—sometimes delivered by the lowest paid members of your staff. Therefore a vital, but forgotten, marketing
target are your employees! To ensure the
delivery of quality service, your employees must be motivated and
trained to be a strong part of the marketing team.
Secret #6: Tease 'em, Please 'em,
Squeeze 'em.
When writing ads, brochures, sales letters or giving sales presentations, remember the FORMULA for success: “tease 'em, please 'em, squeeze 'em.” (from Alvin Eicoff, Or Your Money Back)
Ø
Tease 'em: Get your
prospect's attention or interest.
Ø
Please 'em: Explain
the benefits of your offering.
Ø
Squeeze 'em: Ask for
action, or for the sale.
Secret
#7: Talk about how your client will
benefit…not about yourself.
Sell the sizzle (benefit),
not the steak (product). No one cares
how large your organization is‑‑"We're a staff of ten."
But they do care that your staff will greet them in a courteous manner
and provide the quality services that they want to meet their needs. Your customers care only what you can do for them. Tell them how they will benefit
from doing business with you.
Secret #8: Don't forget past clients.
Everyone focuses on new
clients, but most companies forget to market to EXISTING, PAST or LOST
CLIENTS. The cost of obtaining each new
customer far exceeds the cost of keeping or regaining an old customer.
Pay attention to your existing
clients...don't take them for granted or they may decide someone else looks
better.
Past clients already know you;
they are people you successfully served, but who
haven't needed your services in a while.
Don't assume they'll come back when they need your service again...you
need to remind them of what you offer.
And if you lost a
client (someone who is dissatisfied but still needs your service), you might
get a second chance with an apology, or by offering free or discounted
service. At a minimum, you can defuse
ill will.
Choose media that will best
carry your message to the right audience.
Each medium has its own attributes.
Ø
The Internet is the most exciting,
versatile, and selective medium available, but it is decidedly different
than the other media because it is primarily a “pull” medium, versus a “push”
medium. In other words, Internet users
are often actively looking for information, goods or services. With other media, the goal is to interrupt
some activity with your ad to convey your message.
In June 2009, it was
reported that the Internet accounts for one third of the consumer’s media
day. The Internet is not only a medium; it is also a business portal--a place
where customers can interact with you (for example, via blogs, postings,
feedback). We feel every
company or organization should have an Internet presence. Without it, you just “don’t exist” in today’s
world. But the customer's point
of view or needs must be paramount when designing a web site. Be sure to consider social media in your
plans too.
Ø Television is best to reach masses
of people in a wide area.
Ø Radio reaches a smaller, more
targeted group. For the same amount of
money, your message will be heard more often on radio over a longer period of
time.
Ø Newspapers are excellent for
explaining messages in detail to a select audience and to support electronic
messages.
Ø Direct Mail or Telemarketing
is the most selective medium.
Individuals can be selected with pinpoint accuracy, and the message can
be tailored to the individual.
Don't make the mistake of
thinking bigger is better. In print
advertising, the size of your ad should be dictated by how much you have to
say. Just like YELLING louder doesn't
necessarily increase communication...sometimes whispering is more effective.
Dollar for dollar, your
media budget is better spent increasing the frequency of the message
rather than increasing the size or length of the ad.
Secret #11: Communications is NOT about getting the
message out…
That’s right, communications is not about sending
the message, it’s really about making sure the intended message arrives,
AND the intended action occurs.
Secret #12: You get what you reward.
When you reward a behavior,
you will get that behavior. If you give
commissions or bonuses on new sales, your customer retention will
suffer. If you reward orders over
sales, you might get excessively high cancellations. The examples are endless. We advise planning your reward structure
carefully. And we find this rule applies to all facets of life, not just
marketing.
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Would you like help in implementing these and other marketing
secrets?
Visit our web page at http://www.trux.us/tmms.htm and call us
at 614-736-8789.
Often an outsider’s perspective is
priceless. Let’s discuss YOUR needs.
© Trux
Marketing/Management Solutions, 1989, 1995, 1997, 2005, 2009