Back to the Basics: Simple Marketing Strategies that Can Help Improve your Bottom Line
Phil Knight, the co-founder of Nike, once said “Now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing oriented company, and the product is our most important marketing tool.”
The measurable success of any marketing campaign depends on how your targeted demographic perceives the quality and relevance of the products you offer, so, ultimately the success of your product (and even sometimes your business) heavily relies on the ingenuity behind your advertising. Although many companies find it necessary to hire big time ad agencies to develop a creative campaign (and don’t get us wrong, many times it is), sometimes it is as simple as having a superior product and mastering the marketing basics that have been around for centuries to effectively stand out in the market place. So let’s go back to the basics and see if your business has the potential to achieve the measurable success that it should by utilizing a few rules that have been around for a very long time for a very good reason.
The Customer is Always Right
While we realize this is often not true at all, customer service is the key to any successful business. Whether it entails providing service with a smile or a call center campaign to ensure your product is functioning well within your targeted audience. Any and all customer service that attempts to go above and beyond the norm will not go unnoticed. Furthermore, with society continuing to move online, social media is a great way to interact with consumers and handle customer comments or complaints first hand.
Deliver an Experience
Rather than simply selling your product or service, offer your consumers an experience or a way of life. By doing so, you will develop brand loyalty. After all, who your brand is and what it will become is dependent on your consumers. Apple is a good example of this. They not only offer innovative technology but also user-friendly products that aim to facilitate their customer’s everyday life.
Tell it like it is
A lot of times marketers tend to use a lot of fluff when describing a product or service. But more than often consumers are simply looking for the cold hard facts. So stop being vague and get specific!
Keep your copy creative
Advertising is essentially salesmanship on steroids. The only difference is that as a salesman you are present and able to demand the attention of your consumers, whereas in advertising you have only a split second to catch their eye. Relevant topics and intriguing headlines are likely to attract potential clients. “Tell it like it is” really ties in here. Being honest and descriptive in a creatively crafted headline will get prospects interested in what you have to say and urge them to read more.
At the end of the day, the ultimate goal of advertising is to not convince your consumers they want your product or service but instead, that they need it. Implementing marketing strategies like these along with others that have evolved with technology, such as SEO, direct marketing and social networking will allow your brand the opportunity to get noticed in the marketplace and become a trusted industry leader.
© 2011 J.M. Field Marketing