Marketing, Offline Marketing, Online Marketing

3 Do’s and 1 Don’t of Marketing

2 Comments 27 January 2009

dontMarketing can cover a wide scope of disciplines, and it is easy for us to become unfocused and start marketing the way we feel most comfortable; through our own eyes ignoring the consumer. Here are 3 do’s and 1 don’t of marketing you’ll want to revisit on a regular basis to keep you focused in the right direction.

  1. Don’t just focus on the features of your product or service focus on the benefits: It is easy for us to get caught up on the unique features of our product or service, but it is important for us to focus on the ‘benefits’ that the product or service will provide the customer. For example, if the cell phone you are marketing has a mute button, what kind of benefit can the customer expect? One potential benefit may be that muting will cut distracting noises if you’re in a noisy environment. “Cut out distractions and enjoy your calls.”
  2. Do fulfill expectations: This should be a no-brainer. You must deliver on the promises you make. Especially in service oriented businesses, a smile, thank you and other ‘free’ courtesies will go a long way in establishing trust and respect of your customers. When your business promises excellent service, deliver excellent service. If your business is open from 8 am to 8 pm, start taking phone calls from 7:30 am to 8:30 pm. If you’re in a business of selling products, back your product up with a ‘satisfaction guarantee’ and process returns and exchanges promptly.
  3. Do focus on your target market: If we all had unlimited marketing budgets, this would not be an issue. But we know money is finite, especially marketing budget, thus we must use our budgets wisely. By targeting your market, you will be able to attract more targeted leads offering higher ROI on every marketing dollar you spend. Does your business specialize in a certain niche? Does your service cater to a small specific need? Find out more about your target market to optimize where the marketing budget should be spent, which leads to the next point.
  4. Do understand your target market: How well do you know your target market? Do you know their age group? Gender? Income? Education level? Geographic locations? Hobbies? Researching your target market will offer you a glimpse into the mind of the customer helping you make the best decisions on strategies to market your product/service. By knowing your target market, you are also able to deliver a targeted message to your prospects for them to listen and absorb. Examples of message routes may be the Internet, radio, print media placed in highly trafficked locations.  Try to place your ads where the prospects are more likely to listen. (Instead locations where prospects are actively avoiding marketing messages.)
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2 Comments so far

  1. sandy says:

    Any ideas on how to research my specific target market? I want to get into the flower delivery service online.


  2. Tom says:

    Sandy, have you started researching on the Internet? You can start by looking for flower delivery service websites and analyzing the demographic they are trying to target.
    Good Luck!

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