| |
How it Works
May it prove beneficial to you.
Core Element: COMMITTMENT. A mediocre marketing program with commitment will always prove more profitable than a brilliant one without commitment.
There are lots of creative, interesting ideas on marketing this and that type of company, but if it’s never implemented, and done to completion, it won’t make a difference. Even if you don’t have the most interesting campaign, but you commit to getting your message out to your target audience, you will see the fruits of your labor.
Core Element: INVESTMENT. Marketing is not an expense , but an investment — best investment in America today — if you do it right.
This is probably one of the toughest messages to get across to some people – and probably one of the biggest contributors to a company’s failure. If you don’t make this important investment in your company no one will even know you exist. You may have the best restaurant in town, but if no one knows you’re open and ready for business, you’re likely to become yet another statistic in restaurant failure within the first 18 –24 months. The same principal applies to any other business model. Here’s another way to look at it. You won’t make any money in the stock market — if you don’t make the investment.
Stopping your marketing to save money is like stopping your wristwatch to save time.
—Jay Conrad Levinson , Author of Guerilla Marketing
Core Element: CONSISTENT. It takes awhile for prospects to trust you – and if you change your marketing, media , and identity, you’re hard to trust.
A new creative campaign every six – eight weeks is not necessary and definitely not the way to go. A new spin on a current campaign is the right decision. Make sure that when you do change your creative, your core message stays the same. When in doubt, look to some of the world’s biggest brands: Coke, McDonald’s, etc. If McDonald’s doesn’t change their campaign/image every two months and they certainly don’t change their core message, why would you?
Core Element: CONFIDENT. In a nationwide test to determine why people buy, price came in fifth, selection came in fourth, service came in third, quality came in second, and in first place , people said they patronize businesses in which they’re confident.
If your customers — or potential customers — don’t have confidence in your company, they won’t feel confident spending money with you!
Core Element: PATIENT. Unless the person running your marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident.
Be patient. If you’ve mapped out a game plan for your marketing, stick to it. The Super Bowl isn’t won in first quarter, so don’t expect a short marketing blitz to take care of your company’s projected annual revenues. It takes time.
Big shots are only little shots who keep shooting
—Christopher Morley
Core Element: ASSORTMENT. A wide assortment of marketing tools is required to woo and win customers.
Any business that relies on only one or two marketing tools is begging for problems. By the same token, trying to use too many with too small of a budget is equally dangerous. Like mama used to say: ”Don’t put all your eggs in one basket — and don’t spread yourself too thin." DO make sure you spend an appropriate amount of time finding the marketing tools that will provide you with the best possible opportunity for success — and don’t be afraid to switch it up once in awhile. Voltaire said, “If you always do what you’ve always done, you’ll always get what you’ve always gotten.” Marketing is no different.
Core Element : MEASUREMENT . You can actually double your profits by measuring the results of your marketing. Some weapons hit bullseyes. Others miss the target. Unless you measure, you won’t know which is which.
Not doing this is absolutely, positively, undoubtedly the biggest WASTE that can be COMPLETELY avoided! It’s very simple. Track your marketing — and if you are — don’t be so arrogant about how great your tracking methods are that you are completely closed-minded to other, potentially better, methods. Remember, there will always be someone bigger, better, faster, smarter, more nimble, etc. Don’t forget that this applies not only to your marketing tracking methods — but your competitors as well.
Core Element: DEPENDENT. The guerilla’s job is not to compete, but to cooperate with other businesses. Market them in return for marketing you. Set up tie-ins with others.
Your company may be one of many in your market or region. View others in your industry, to an extent, as teammates. The better you all do, the better you ALL do. Don’t miss that. If your entire industry is enjoying success, take advantage of it and market not just your own company, but your industry. If you forget the advantage of doing this, go watch the movie Miracle on 34th Street — it’ll be a great memory jogger to doing this.
Core Element: ARMAMENT . In an era of non-stop interruption marketing, the key to success is to first gain consent to receive your marketing materials, then market only to those who have given you that consent. Don’t waste money on people who don’t give it to you.
There are millions of people to market to, but guess what – you’re never going to get all of them. Deal with it. Never waste money or time (which is an even more valuable commodity) trying to capture the attention of an audience that’s not interested. If you have an audience that is willing to listen to you, then talk to them. If you take care of them, they’ll take care of you by spreading the word about your company. Seth Godin (www.apurplecow.com) calls them “sneezers.” Core audiences are the best place for you to focus your efforts – they’re already interested in what you have to offer.
Core Elements - written by Mitch Meyerson, Guerilla Marketing Coach.
Written by Tony May, Director of Client Services for Atlanta-based Worden Associates.
Credit given to quotes are believed to be accurate.
|
