In this article we hope to provide practical, thought provoking advice to help in the marketing of your business. 

Successful marketing is about meeting the needs of customers – profitably.  People say to us marketing is the same as sales – but in our opinion they are wrong, selling an item is one thing, but did the customer really need the item and will the customer come back for more?  The value of a happy customer can be experienced for many years after the initial sale.

Other people say that marketing is advertising – but again we disagree.  Advertising is one form of marketing, which fits together with the many promotional opportunities open to a company.

Marketing is all about identifying what your customers need, and supplying it when they want it, where they want it, at a price they are prepared to pay, with a value that is perceived as better than the competition. 

How can I assess if my business offers customers this?

Quite simply ask them.  Large companies invest millions in market research, trying to understand as much as they can about the market they operate in.  Because it may not appear to be essential in the day to day operations of running a small business it is rarely achieved.  However, conducting research can not only be financially advantageous it can be interesting and intriguing.  It can provide you with valuable intelligence vital in making a decision.

The sort of areas a company should have an understanding on with regard to their market place include:

• Understand your customers -
  Who are they? 
  Why do they buy?
  What would they prefer to buy if they could?
  Individuals and organisations – what does each person look for when they buy my product or service?
• Who are my competitors?
  How do they promote themselves?
  How are we different?
  What messages do we convey?  Are we consistent?
  Do the messages get across?
• What is happening in my business?
  What are my strengths and weaknesses?
• What is happening in the market in which we operate in?
• What are my opportunities and threats?
  How will technology affect my business?

Do you know what your customers really want and why they want it?  Do you develop your products, services and promotional material to meet these requirements? 

Can you afford not to!

Many people think marketing is costly, but it should be seen as an investment.  Good marketing should test ideas and keep the investment to a minimum until you can assess the results. 

• Understand what customers want
• Understand why the customers want it
• Understand how, when and where they want it
• ASK them – don’t be afraid, don’t assume you know it!
• Develop a promotional strategy to let them know –combine your sales and marketing communications efforts to maximise results - direct mail letters, telephone calls, press statements, etc.
• Be consistent - Ensure your promotional tactics are consistent – advertising, web site and electronic marketing
• Ensure you deliver what you say you will
• Maintain the relationships to understand what else the customer might want

Implementation of marketing communication will require innovation, knowledge and flair in the practical elements of direct mail, advertising, public relations and web marketing, but the success of your business will rely on your knowledge of your customers. 

Strategy Consulting has supported numerous clients on helping them to understand more about their customers and the markets in which they serve.  From this valuable information, a qualified marketer has been able to develop a strategic marketing plan to help our clients meet their specific business objectives.  Once developed, the team at Strategy Consulting can also assist with the implementation of the marketing plan providing practical support in areas such as branding, public relations, direct mail and web marketing.

If you would like to know more about your customers and how you could gain a greater competitive advantage contact Strategy Consulting now.