I recently had the honour to be interviewed on South Africa’s national Afrikaans radio station, RSG. Before the interview they supplied me with some questions that made me think about what is this thing called “marketing” anyway?
Marketing is not only about big budgets and huge tv campaigns, even the small pie stall at the local market or a charity-drive needs marketing…
The traditional definition of marketing is to fulfill the needs of your consumer profitably. I would like to add to this definition that marketing is about fulfilling your consumer’s needs profitable in a way that they want it satisfied. So whether you’re marketing a pie stall or a luxury product such as perfume, one should talk to your consumer in a language that he/ she finds acceptable and appealing.
In the current marketing landscape the playing field has become more equal with the addition of internet and online marketing. Small businesses now also have the opportunity to market themselves without spending millions of rands on a marketing budget. Having said that, traditional advertising still has huge role to play, and this is where one should be clever by using the right combination of the marketing mix.
How do you rise above the competition?
We are all aware that there is an over-supply of products and services, and to be better than the competition is probably the biggest challenge faced by marketers. The most important strategy is to ensure that you know exactly what it is your consumer wants and to then offer your product or service in such a way, that they want it, and ensuring what you’re promising, is what the consumer gets. Rudi Giuliani said in his book, Leadership, “under promise and over deliver”. What makes a business truly successful, is the ability to walk the extra mile for your consumer.
What are all the elements to think about when you want to market your business?
Marketing is a strategic process. One cannot randomly develop a product and think people will buy it. You start by understanding your own product incredibly well, the product life cycle, the possible product extensions, etc. One should also take the business’ strategic goals and objectives into consideration. One again, understanding the consumers’ needs, is fundamentally the most important element. Also look at what your competitors are doing. Understand and plan how you are going to get the product to the consumer, what your pricing structure is going to be, and which elements of the promotional mix you will be using.
What is the most effective form of marketing?
The most effective form of marketing depends on your consumer and what you are offering. Pamphlets will work if you have a pie stall at the local market. If it is a luxury product, traditional marketing elements will be more effective. Each company can benefit from having a great website.
There are a few important factors to consider in order to have a great website:
- Search Engine Optimatisation
- Layout of the site
- Ease of navigation
- Having your contact information visible
Other online communication options such as e-mail marketing, newsletters, and the use of social media is also extremely important. And more importantly, is having the knowledge to use it effectively.
What is a definite NO when it comes to marketing?
Seth Godin, marketing guru from America, wrote a book, Permission Marketing, in which he states ” permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to p,eople who actually want to get them”.
Marketers are in the fortunate position to communicate directly with their consumers, but with that ability comes responsibility. Make sure people opt-in to receive communications from you.
How do you market yourself without annoying the consumer?
If you understand your client’s needs, and how to speak to him or her, you will not be perceived as being annoying. I think one of the most important lessons I’ve learnt in marketing, is to always look at what value you can offer to the client. Be certain that what you’re busy communicating, is relevant to the client, and that it will add value to their lives. Don’t just send out marketing material because “today is sending out marketing material day”. Always ensure what you say and do, has value.
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