Replace the 4 P's of Marketing with the 5 B"s?
Replace the 4 P's of Marketing with the 5 B"s?
Maybe it should be replaced by the 5 B’s of Marketing
1. BE Real Your marketplace is crowded with competitors, and your prospects are
besieged with marketing messages. For your message to find its way through all this noise, it must be exactly on target. In any field, it's not enough to simply describe what you do. You must be able to tell your prospects exactly how your work helps them solve problems and reach goals, and the benefits and results they can expect to see from it. What this targeted messaging requires is that you become very specific about not only who your offer is for, but what it will help them do, and why your solution is the right one for them.
2. Be Pulling vs. Pushing…In the classic marketing formula, the emphasis was on promotion -- pushing your message out to the world at large. You need to pull toward you exactly those clients you want. Push-style marketing includes cold calling, unsolicited mail or email, paid advertising online and off), promotional events like trade shows, and some forms of PR, like blasting out press releases. Pull marketing, on the other hand, is focused on building affinity and connections. To attract clients in your niche, you might develop referral partnerships, become visible at networking events, get booked as a public speaker, have articles published or build a content-rich website. You'll find it much easier to make a sale when clients contact you as the result of hearing about you from someone else, or after sampling your expertise for free.
3. Be interesting…You must position your business in the mind of your prospective clients as the best possible choice for exactly what they need. Broadcasting a muddy or generic marketing message won't be enough. Your clients need to understand "what's in it for me?" Be the place they go when they need something.
4. Be there.. Clients are wary -- and justifiably so -- of committing to spend
hundreds or thousands of dollars on something they haven't been able to experience in advance. Without tangible evidence to go by, they base their decision on how much they trust you. A significant portion of your marketing activities should be aimed
at increasing your credibility. But one of the best ways to build trust is also the simplest. Allow clients to get to know you, be part of their everyday life. Use of your website, services, ideas and advice that you can offer are all important mixes.
5. Be Fast… In today’s world, the most important. The key is hitting the right client at the right time with the right product in the right way – the first time, because you may not get a second time. You have to identify their need or problem, provide the solution, understand the resources needed and the decision process they will use. You have to have a process in place for doing this or the process itself will lead to slow and inaccurate decisions. Effective companies have processes that drive decisions, not delay them.
And this is all marketing!
Replace the 4 Ps of Marketing with the 5 Bs - To learn more about this author, visit Joe Dager's Website.
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In 1960, E. Jerome McCarthy introduced the 4 P's of Marketing as a way to describe the mix of factors required to successfully market a product. McCarthy labeled the 4 P's as Product, Price, Place (distribution), and Promotion. The idea was that if you could identify the right combination of these elements, your marketing would succeed. Since then, many have proposed that there are really 5 P's, suggesting Positioning, Packaging, or People as additions to the mix.
Maybe it should be replaced by the 5 B’s of Marketing
1. BE Real Your marketplace is crowded with competitors, and your prospects are
besieged with marketing messages. For your message to find its way through all this noise, it must be exactly on target. In any field, it's not enough to simply describe what you do. You must be able to tell your prospects exactly how your work helps them solve problems and reach goals, and the benefits and results they can expect to see from it. What this targeted messaging requires is that you become very specific about not only who your offer is for, but what it will help them do, and why your solution is the right one for them.
2. Be Pulling vs. Pushing…In the classic marketing formula, the emphasis was on promotion -- pushing your message out to the world at large. You need to pull toward you exactly those clients you want. Push-style marketing includes cold calling, unsolicited mail or email, paid advertising online and off), promotional events like trade shows, and some forms of PR, like blasting out press releases. Pull marketing, on the other hand, is focused on building affinity and connections. To attract clients in your niche, you might develop referral partnerships, become visible at networking events, get booked as a public speaker, have articles published or build a content-rich website. You'll find it much easier to make a sale when clients contact you as the result of hearing about you from someone else, or after sampling your expertise for free.
3. Be interesting…You must position your business in the mind of your prospective clients as the best possible choice for exactly what they need. Broadcasting a muddy or generic marketing message won't be enough. Your clients need to understand "what's in it for me?" Be the place they go when they need something.
4. Be there.. Clients are wary -- and justifiably so -- of committing to spend
hundreds or thousands of dollars on something they haven't been able to experience in advance. Without tangible evidence to go by, they base their decision on how much they trust you. A significant portion of your marketing activities should be aimed
at increasing your credibility. But one of the best ways to build trust is also the simplest. Allow clients to get to know you, be part of their everyday life. Use of your website, services, ideas and advice that you can offer are all important mixes.
5. Be Fast… In today’s world, the most important. The key is hitting the right client at the right time with the right product in the right way – the first time, because you may not get a second time. You have to identify their need or problem, provide the solution, understand the resources needed and the decision process they will use. You have to have a process in place for doing this or the process itself will lead to slow and inaccurate decisions. Effective companies have processes that drive decisions, not delay them.
And this is all marketing!
Replace the 4 Ps of Marketing with the 5 Bs - To learn more about this author, visit Joe Dager's Website.
Like this article? Share it with your friends
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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 |
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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 |
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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 |
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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 |
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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 |
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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 |
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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 |
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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 |
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