An anthropological view of marketing
An anthropological view of marketing
Marketing-by-hunting
Hunting strategies include such tactics as direct mail, telemarketing and one-to-one marketing or personal selling, and involve the following steps:
* Identify desirable quarry by creating a profile of your best or ideal customers. This creates a "suspect list."
* Find your suspects through independent research and acquisition of mailing lists. This creates a "prospect list."
* Stalk your prospects with mailings, telemarketing and personal referrals, and then unleash your sales reps for the kill, er, close.
Hunting strategies are very targeted, and can therefore help you close deals with highly desirable customers in a geographic market that you are set up to serve. However, they require tremendous discipline to avoid expending precious energy on small prey just because they are easy to kill.
Hunting tips — Segment your market into concentric circles, probably by geography but maybe also by business type. Start by attacking the smallest circle, and then move outward incrementally as revenues and results warrant.
Marketing-by-fishing
Fishing strategies include such tactics as public relations, advertising and trade shows, and involves the following steps:
* Find promising locations by identifying the publications and trade shows that typically attract the people to whom you’d like to sell.
* Bait your hook by developing effective advertisements, generating favorable press coverage and building an attractive exhibit booth.
* Wait for the fish to bite and then reel 'em in.
Fishing strategies can be quite expensive and require tremendous patience; also, they often result in small-fry catches that must be thrown back. Nevertheless, they help you cover a wider territory than you could with hunting strategies alone. Fishing strategies enable customers who need your services or products to find you, and they thus can yield a surprise catch that will justify the entire expedition.
Fishing tips — When advertising, more is better; if you can't afford to make a big splash, don't bother making a small one. When it comes to trade shows, without pre-show mailings and quick post-show follow-up, you're wasting your money. With PR, the worst thing you can do is hound a reporter with questions like "When will you print my article?"
Marketing-by-farming
Farming strategies involve cultivating your existing customer base for repeat purchases and referrals of new prospects, and require the following steps:
* Fertilize your fields by communicating frequently with customers and providing them with exemplary customer service.
* Grow "champions" who will attest to the benefits of your product by giving selected customers opportunities to speak at trade shows and otherwise demonstrate their expertise and enthusiasm.
* Establish cooperatives by collaborating or partnering with companies that can help you.
Farming strategies yield sales by engendering good will. In addition, they are relatively inexpensive but highly cost-effective because it is almost always easier to get a repeat or referral sale from an existing happy customer than to get a first sale from a new customer.
Farming tips — When it comes to customer communication, short, simple and frequent is far better than big, glitzy and infrequent. Provide exemplary customer service. Call or visit your customers to see how they’re doing. Profile them in your communications and sales materials.
An anthropological view of marketing - To learn more about this author, visit Solomon JD's Website.
Like this article? Share it with your friends
When it comes to marketing, most entrepreneurs start as gatherers. They network with friends and contacts and gather up any business that comes their way. But at some point, in order to really grow, businesses must begin using other tactics to expand. They have to send sales reps out to hunt for new deals, they have to patiently fish for new customers, and they must spend time cultivating their existing customers for repeat sales.
Marketing-by-hunting
Hunting strategies include such tactics as direct mail, telemarketing and one-to-one marketing or personal selling, and involve the following steps:
* Identify desirable quarry by creating a profile of your best or ideal customers. This creates a "suspect list."
* Find your suspects through independent research and acquisition of mailing lists. This creates a "prospect list."
* Stalk your prospects with mailings, telemarketing and personal referrals, and then unleash your sales reps for the kill, er, close.
Hunting strategies are very targeted, and can therefore help you close deals with highly desirable customers in a geographic market that you are set up to serve. However, they require tremendous discipline to avoid expending precious energy on small prey just because they are easy to kill.
Hunting tips — Segment your market into concentric circles, probably by geography but maybe also by business type. Start by attacking the smallest circle, and then move outward incrementally as revenues and results warrant.
Marketing-by-fishing
Fishing strategies include such tactics as public relations, advertising and trade shows, and involves the following steps:
* Find promising locations by identifying the publications and trade shows that typically attract the people to whom you’d like to sell.
* Bait your hook by developing effective advertisements, generating favorable press coverage and building an attractive exhibit booth.
* Wait for the fish to bite and then reel 'em in.
Fishing strategies can be quite expensive and require tremendous patience; also, they often result in small-fry catches that must be thrown back. Nevertheless, they help you cover a wider territory than you could with hunting strategies alone. Fishing strategies enable customers who need your services or products to find you, and they thus can yield a surprise catch that will justify the entire expedition.
Fishing tips — When advertising, more is better; if you can't afford to make a big splash, don't bother making a small one. When it comes to trade shows, without pre-show mailings and quick post-show follow-up, you're wasting your money. With PR, the worst thing you can do is hound a reporter with questions like "When will you print my article?"
Marketing-by-farming
Farming strategies involve cultivating your existing customer base for repeat purchases and referrals of new prospects, and require the following steps:
* Fertilize your fields by communicating frequently with customers and providing them with exemplary customer service.
* Grow "champions" who will attest to the benefits of your product by giving selected customers opportunities to speak at trade shows and otherwise demonstrate their expertise and enthusiasm.
* Establish cooperatives by collaborating or partnering with companies that can help you.
Farming strategies yield sales by engendering good will. In addition, they are relatively inexpensive but highly cost-effective because it is almost always easier to get a repeat or referral sale from an existing happy customer than to get a first sale from a new customer.
Farming tips — When it comes to customer communication, short, simple and frequent is far better than big, glitzy and infrequent. Provide exemplary customer service. Call or visit your customers to see how they’re doing. Profile them in your communications and sales materials.
An anthropological view of marketing - To learn more about this author, visit Solomon JD's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Solomon's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Vertical Market Ad Network Working From Home Fortune Small Business Home Party Plan Mistakes Building Business Relationships |
|
 | ||
 |
Top 50 SEO Posts - 2007
Top SEO Posts of the Year | |
 |
The Top 10 GTD Times Posts
Best Posts for Productivity | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||