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Acting On Your Marketing Actions

Guest post by: Enrico Varella

Article Overview: Marketing is a complement to selling. Often associated with ‘push and pull’ factors (although neo-marketers dispute this Newtonian comparison), marketing has been perceived as the costlier distant cousin of the Spartan member called selling.

Acting On Your Marketing Actions

Marketing is a complement to selling. Often associated with ‘push and pull’ factors (although neo-marketers dispute this Newtonian comparison), marketing has been perceived as the costlier distant cousin of the Spartan member called selling.

With the advent of social media tools online, we can market like we never did before! Keeping Philip Kotler’s Principles of Marketing intact, we can still apply Product, Price, Place and Promotion into our business. Sales take place when there is persuasion and influence. So, lead our small and developing businesses with these interventions and become attractive and build attention for your customers.

1) Collaborate with a marketing expert: market researcher, branding specialist, marketer, or online marketer.

2) Go on walkabout: learn how retailers, online marketers, and service providers promote their business.

3) The stages of building customer loyalty range from building Attention, Attraction, Attainment and Attachment (Jan Kelly & Gary Yardley, 1994, Experience Orientated Management™)

4) Stay aligned to key words like ‘Positioning’, ‘Top of mind’, and ‘Focus’.

5) The marketing ‘wheel’ includes ‘spokes’ like merchandising, sales promotion, advertising, commercials, social media, and advertising & promotion (A&P) materials.

6) Marketing is an active process. Activate as many dimensions of your annual marketing campaign.

7) Marketing is about communicating to your audience: write your message, deliver your message and spread the message constantly.

8) Work with tribes (penned by Seth Godin) or clanning (penned by Faith Popcorn) to promote your business. ‘Sneezers’ are happy customers who will happily spread the word for you.

9) Positive word of mouth marketing by your tribes of followers matter. Negative word of mouth works just as effectively – only to lead customers to be disenchanted and distance from you.

10) Be enchanting! Guy Kawasaki’s latest book focuses on how to be engaging, refreshing, and energizing to your customers. Build a legion of boisterous customers who will evangelise your business, not bore them. Work your magic through your actions.

Marketing is a focus on goals, efforts, expertise and relationships. Build on your marketing prowess – you may know more than you give yourself credit for. Above all, learn from other small business owners as well as marketers in multinational companies how they attend to the contemporary challenges posed to them. Push and pull!

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Article Tags: 4 Ps, attraction, enchantment, focus, marketing, sneezers, word of mouth marketing



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