The Secrets of Marketing

'Help me market my business!' is one of the top three questions we are asked. You have a product or service but it seems easier to climb Mt Everest up the steep face than prepare a marketing plan.

Download and print the free FineTunebiz Marketing Matrix using this link http://www.finetunebiz.com/_download/Marketing%20Matrix.pdf . There are a number of examples in the download and we'll use the first example 'Plumber' to show you the secrets of marketing.

In the first column, write down your Customer Type. For example, domestic breakdown, domestic installations and commercial repairs.

In the next column, write down What the Customer Wants and Needs. This helps you get into the customers' head space - to know what they are feeling.

In the next column, write down How the Product or Service Solves the Customers' Problem. It is what you will do to meet what the customer wants and needs.

In the next column, write down the Most Likely Purchase Decision Points. That means where the customer is when they make a purchasing decision. Write down everything you can think of because we're going to figure out how to reach the customer in the environment they are making a decision in, or at the very least where they are likely to be as a group and what they read or watch.

In the last column, brainstorm all of the possible Promotional Strategy Options.

Now compare the example answers for Domestic Breakdown with the answers for Domestic Installation. The promotional strategy options are very different! When your hot water service breaks down you are most likely to reach for the local paper. When you are having a new house built you're very likely to make the decision to use a particular plumber on the basis of either word of mouth recommendation from friends or your builders own recommendation.

So, for domestic breakdown advertising in the local paper works. But builders are unlikely to read the paper to find a plumber. If you want to get into that market you will have to contact builders directly.

Secret 1: Your promotion and marketing is most effective when it's specific to a market segment. Your promotional material, dollar spend and even the words you use can then be specifically targeted to your customer.

Secret 2: When you examine the list of promotional strategy options, look for value for money. Go from low (or zero) cost to higher cost. Unless, of course, you're a Greek shipping magnate!

Here's another example.

You're a photographer. Decide your market segment (wedding, family, portraits, architectural, events, etc). Now imagine the customer is looking for a photographer for his daughter's wedding. The low cost and targeted promotional option is to leave a fantastic brochure and business card with celebrants, bridal boutiques and wedding reception venues. There is little point putting your brochure in letter boxes because the conversion rate will be very low.

Support the promotional material with a great website. Your customer is unlikely to select you if your website emphasises your architectural skills; so make sure your website reflects your target market.

Tips for Specific Business Types

We've had lots of experience helping specific business develop their marketing strategy.

Contact us now for more information and tips!

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