During my recent presentation to West Virginia University and their Integrated Marketing Communications program known as Integrate, I detailed the best practices for both large and small organizations to help market their business. The articulate and engaged participants received great value in marketing during not only an economic resurgence but also a very crowded and competitive market.
To help reinforce the learning and aid additional readers here are the items that we discussed and things that all must keep in mind to help market to today’s consumer.
- Brand is all about creating perception. Remember the consistent focus must be on the customer and what they need to receive. Think benefits not features.
- Stop getting people to think about your products and services. Consumers today are driven by brand equity and experience. It is emotion that creates action.
- Focus on building relationships. The key to success is building trust. Consumers want to return and build with you if you let them.
- Know who are your demographics. Marketing requires a targeted approach to your market segment. Going deep is much better then attempting to market widely.
- Customers to customer influences spark movement, recognition and purchasing not ads. Allow others to work for you.
- Marketing requires the use of ROI and measurements to success. However equally important is the use of implementation, testing and change. Results only work when they do not sit on a shelf.
- Consumers today are very busy with personal and professional issues. Learn to get their attention with visibility.
- Do not fear being different. Consumers today act on trends that make life easier. Focus on the differentiation.
- Integrate customer service into all facets of the marketing umbrella. Over 60% of every client interaction involves customer service.
10. Marketing is not a process but an event. Create a series of messages that enable the consumer to understand and appreciate the value.
