You’ll need to look at each of the following areas in order to create a comprehensive framework to develop an effective marketing plan:
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.
This refers to how your customer accesses your product or service; it should be convenient for the client at all times. This could be your business premises, shop or online presence.
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.
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.
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.
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.
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.
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!