So what is marketing?
- Customer Research
- Competitor Research
- Product Design
- Quality
- Availability of your products/services
- Packaging
- Presentation of products/services
- Signage
- Digital footprint
- Promotional Materials
- Your clothing
- Your tone of voice
- Your behaviour
- Your social media content
- Response time
- Language used with customers
- Sales
- Invoicing
- Pricing
- Our policies
- Our guarantee
- Our values
- Advertising
- Website
- EVERY Communication
These are all essential parts to marketing. Why do we do it? To increase the demand for what we sell! Many businesses first need to persuade their target market to buy it.
In effect, every business has two marketing jobs!
Persuade people to buy what you sell and then to buy it. Most businesses jump to the 2nd part (buy it) and it wastes a lot of money.
Some companies doing it right:
- Home Depot – DIY Seminars making buyers comfortable with DIY and then buy the products at the store
- Casino’s – courses to teach you to play Poker, Roulette, Baccarat etc. and then you want to practise!
- Any “box” subscriptions – trial size products to entice you to buy the full size versions
- Car Dealerships
Donald very convincingly says, “Anything that gives you an edge in the marketplace is marketing”.
So everyone in your business is in marketing, every job has the responsibility to serve the customer, to delight them and to ultimately grow the business.
Donald’s parting question:
What will you do to create that feeling and customer commitment in every part of your business?
If you would like to explore how you can create an edge in your marketing, book a meeting with our experienced business advisors through bacd@durham.ca
Original Article Courtesy of Donald Cooper
