What is Marketing?

What is Marketing: Davey Marketing BrightonI was at a social event recently, which was previewing some up coming new films; chatting afterwards, the conversation inevitably led to ‘what do you do’?  My normal response is ‘Marketing’ which usually leads to the question ‘What sort of marketing’?

This is always a difficult question to answer, as most people quite often confuse Marketing with Advertising.  Whilst the two go hand in hand, and are necessary to the success of your business, Marketing is about getting the right product or service, to the right people at the right time.  It’s about identifying and understanding your customer and giving them what they want, it’s not just about advertising and promoting your business.

Effective marketing requires you to examine every aspect of your business and how it affects your customer’s experience; covering everything you need to do to deliver your products and services to your target customer.  Planning is essential and you’ll need to look at each of the following areas in order to create a comprehensive framework to develop an effective marketing plan:

The Marketing Mix (or the 7 P’s of Marketing)

Product
Simply, what your business offers: this covers the combination of goods and services that your business offers.  A good product provides client value i.e. satisfaction of use outweighing the perceived sacrifice of amount paid.

Place
This refers to how your customer accesses your produce or service; it should be convenient for the client at all times.  How your customer accesses your product or service.  This could be your business premises, shop or online presence.

Price
What approach will you take to pricing your product?  Price communicates a lot about a brand. It is a key factor in the marketing mix – too low may put off the target market, too high will carry a high client service expectation which may be tough to fulfil.

Promotion
Refers to how you communicate with your customers.  The objective of the promotional mix is to communicate what the company does and what it offers, to the right people at the right time, in order to acquire and retain customers.

People
All people who come into contact with a potential customer are part of your marketing; they can have a profound effect on customer satisfaction.  Your staff or collaborative partners are ambassadors for your business.

Process
The processes you use in the day-to-day operation of your business ensuring that enquiries and orders are effectively managed.  Issues such as waiting times and helpfulness of staff, quality control, planning and feedback channels should be considered here.

Physical Evidence
This is the evidence you can provide to show you can do what you claim you can do.  Asking for feedback from satisfied customers to underpin your expertise and publishing it for potential customers to refer to.

The process of developing a marketing plan will help you understand the key benefits and features of your product or service, and how to go about attracting and retaining the right type of customer.

But remember, quoting the wise words of Darren Rowse from Problogger “There are no magic wands, no hidden tricks, and no secret handshakes that can bring you immediate success, but with time, energy and determination you can get there”.

Christine Davey
@DaveyMarketing

If you’d like some help on planning your marketing activities Tweet me or call me on 01273 772033 for an initial chat over a coffee!

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7 questions you need to ask yourself about your Marketing Planning

Davey Marketing Strategic Plannng

The Planning Cycle

If you’re an established small business you are probably doing OK, but you are most likely only doing the bare minimum when it comes to marketing, relying mostly on referrals.

But there are times when you could probably do even better and this is where a boost in marketing your business will help to keep those customers coming back again and again.

It’s more important than ever with new technologies, online marketing and social media impacting the marketplace, to make sure you plan and implement some marketing efforts to continue to grow your business.

How do you know if what you are doing is working? Taking time out to review your marketing can often give you insights that can save you time and money and shed some light on new opportunities you hadn’t considered.

There are some basic questions you need to ask before you can begin to plan some new marketing efforts

  1. Who is your target market?
  2. What unique benefits do you offer your customers – why should they buy from you?
  3. What is your brand, how can you increase your brand awareness?
  4. Are you communicating your brand and core messages to both your customers and prospects?
  5. How have you been doing that?  Is it working?
  6. How can you gain more visibility in your marketplace?
  7. Are you measuring the results and making changes based on these results?

Once you start focusing on your business in this way, you will be able to develop and implement a new marketing plan. Leaving it to chance for too long will almost certainly end up costing you more in the long term.

Christine Davey
@DaveyMarketing

If you’d like some help on planning your marketing communications, Tweet me or call me on 01273 772033 today.