No Marketing Plan, No Progress

Today, I have an exercise for you.  Let’s say you are awesome at what you do and you believe your product/service is the best. What would you do if  you were asked to give a speech about it to a group of randomly selected members of society.  Your objective is to Assure, Compel, and Retain your audience.  What is your plan for success?  Be careful, the fact that you have tones of experience and your price is low may not be the determining factor for your audience.

This scenario is equivalent to walking a tight rope without a net.  If you make one wrong move, SPLAT!!   Do you want this to happen to you and your business?  Walking the proverbial business tight rope is just as dangerous without your marketing plan(safety net), a specific plan to market your business.

A big mistake small business owners make is neglecting marketing.  I know some of you look at marketing as a waste of time, but believe me, the success of your business really depends on it.  Without a solid marketing strategy, one that is evolving and flexible yet consistent and reliable, efforts to reach and please everyone could leave you out of business altogether.  Without consistency and rapport, your customers won’t see your value and what it adds to their lives.  You need to be clear on how to give your customers what they want and have the ability to overcome objectives.  This creates an opportunity to provide assurances that you have their best interest in mind.  Terrible things can happen if you don’t have a marketing plan…you could spend too much money, have no ability to track the effectiveness of your efforts, your message could seem inconsistent and all this could lead to disloyal customers.  Is that what you want?

Be smart, do a marketing plan and if necessary, acknowledge your limitations and find some one to do it for you because the only way to balance on the tight rope is to know how to assure, compel and retain.

Butterfly Marketing Group is here to help.  If you find yourself living the scenario above and unable to figure it out, contact us.

Build On Your Strengths, But Understand Your Weaknesses

Being an entrepreneur is difficult, no doubt about it.  Building a successful business can seem impossible at time, but the key to making it work is knowing your strengths and weaknesses.  Your strengths can lead to increased confidence. It can generate attention and add to your bottom line if it is used to create and/or take advantage of opportunities.

Building Confidence comes when you are sure about your capabilities.  It is a feeling or consciousness of one’s power (knowing that you know what you know and you know it well).  As a child, Bill Gates was exceptional in math and science.  He and a friend spent hours on a computer his high school paid General Electric to use.  He and his friend loved programming this computer so much, they skipped classes and got in lots of trouble (he developed a skill).  My point is, Bill Gates had a strength and that strength took him to the top and afforded him many opportunities for success.  It certainly generated attention and he’s definitely been productive by any stretch of the imagination.

Weakness, or the lack of strength in certain areas in your business on the other hand, can lead to a fear, decreased confidence and hindered creativity.  Most of all, it opens you up to a number of threats that could decrease your likelihood of having a successful business.  Asking yourself how you can improve?, if strategically partnering with more qualified individuals would be helpful?, and/or how you can avoid having  your competition taking advantage (or exploiting) your vulnerabilities? is one way to improve your odds.   Identifying your strengths and weakness is done during the initial stages of strategic planning.  Looking at your strengths and weaknesses both internally (what are your challenges), and externally (how are those challenges perceived), provides an opportunity for you to make the decisions necessary to overcome obstacles that may arise during the implementation of your marketing campaigns.

Many “marketers” will offer there expertise in social media, graphic design, etc. but if you don’t do your do-diligence, you are not only wasting your time, but you could potentially be wasting your money.

Customer Service, Do You Consider it Marketing?

The term Customer Service has different meanings to different people, but in my opinion, its all in the relationship.  The word “service”, according to Webster’s, means an act of helpful activity, help, aid.  The advantage of having a clearly defined  “value-add” is your messages will be consistent.  Consistency creates stability for your customers and that consistency will cause them to compare the services/products of other companies  to yours.  PeopleSoft said it best, “Customers are an investment.  Maximize your return.”  How can you maximize your return? You need to understand your customer, engage them, and be sympathetic.   If you do, it will help to increase your visibility, credibility, and customer retention.

At the beginning of your journey to success, research is paramount.  There may be a vision, interest, or skill you feel worthy of entrepreneurship, but without understanding your prospective customer, you will spend a lot of money casting a wide marketing net.  What good is having the information if you aren’t going to use it?  Don’t just use it to determine price points and location, use it to provide solutions to problems your customer didn’t anticipate.  Think outside the box and give them  a little something unexpected.  Here is a great example of this, Neiman Marcus.  My pastor loves Neiman Marcus.  He is always surprised at how far they will go to please their customers.  His wife’s favorite suit (she had owned it for years) was destroyed by the dry cleaner.  He took the suit back to Neiman’s with hopes of finding a similar suit by the same designer.  When the manager heard the story of how the suit was destroyed not only did he help locate a similar suit, but he allowed them to exchange the destroyed suit for the new one.  WOW,  that was unexpected!

Engage!, engage!, engage!  This is one of the best ways to know what customers want.  Begin a dialog with your customer and continue it through emails, personalized  notes, and of course….SOCIAL MEDIA.  When you receive complaints, accolades, or questions via email  make sure you return those emails promptly.  Send a note on birthdays, anniversaries, and special occasions.  Customers want to know you’re interested and they’re valued.  They want to know that you care before they care what you know.

How can you serve if you aren’t sympathetic to the needs of your customer?  Becoming sympathetic goes back to your overall understanding of them.  Think of it this way,  your customers (the ones you know so well because you have studied them and engaged in dialog with them) are like  your children.  When they are bombarded by the messages from the competition, when they hear negative comments about you.. they know they can always count on you to give them what they need.  Just like the prodigal son… they may stray briefly, but they will always return home.

Customer service is a marketing.  It is a tool used to solidify your position in the eyes of your target market.

Be All You Can Be!

In business, as in life, leadership isn’t stumbled upon.  Quality leadership is developed over time.  “Be all you can be”,  the recruiting slogan used by the army for twenty years,  is still relevant.  It delivers a powerful message not only for the army, but also for anyone building a business.  As an entrepreneur, this slogan should be what drives you to be the best (or shall I say the leader) in your industry.  Do you even know how you define leadership?  The United States Army Europe defines leadership  as “influencing people-by providing purpose, direction, and motivation- while operating to accomplish the mission and improving the organization”.  Don’t YOU want to influence people to purchase your product or service?  Don’t YOU want your brand to have purpose and make a difference?  Isn’t it imp0rtant for YOUR message to be motivating and relevant?  We could learn a lot from this definition of leadership, don’t you think?  As I thought about the topic for today’s post, I realized the army principles could very well be used in the quest for success.

Principles like “know yourself and seek self-improvement”,  “make sound and timely decisions” , and “know your soldiers and look out for their well being” are all similar to the principles of a strategic plan.  Creating a strategic plan that works is all in the details.  It requires a clear understanding of exactly what you want to achieve for your business and an extensive amount of research to stay relevant and understand your customers needs and behavior.

Proper planning lends itself to proper implementation and principles like “seek responsibility and take responsibility for your actions”, “keep your subordinates informed”, and “build the team” are perfect example of good customer service.  Whether you use phone calls or a personal note to keep customers informed, it’s building that relationship that matters.  It’s about understanding the needs and concerns of your customer that help you recognize mistakes and take responsibility when necessary.

Finally, good leadership requires an ability to motivate and influence.  Principles like “developing a sense of responsibility in your subordinates”, “ensuring that tasks are understood”, supervised and accomplished”, and “employing your unit in accordance with its capabilities” require qualities that come with time and experience.  Much like the army, entrepreneurial leadership has to be demonstrated in order to be an influence.

What is your company doing to demonstrate its leadership?  Don’t you want it to be all it can be?

Tags: Customer Service, Growth, Intentional Marketing, new business, Relationship building

Don’t Throw Good Money Away!!

Today I want to vent a little.  In dealing with a potential client recently, frustrations took me over.  Sometimes in my consultations with people, I find them wanting SOLUTIONS (quick fixes, rather than the RIGHT ANSWERS) to a perceived problem without understanding that, like with most problem, the problem isn’t the problem at all.  It is the symptom of something larger.  If your sales are low and/or your clients aren’t returning, should you really spend more money on advertising?  I mean, don’t get me wrong, that could be what’s needed, but that shouldn’t be assumed.  It should be researched.  An understanding of your target market could help you to determine the best plan of action.  Too many times, small organizations want to try the newest, latest and greatest thing to make things better, but that could be a big mistake.  I know the economy is still slow and money is tight, but isn’t that all the more reason to rely on the experts.  The people who enjoy doing the research, enjoy gathering the information to assist in making the best decision possible to ensure the best possible outcome?  If you have a small business or non-profit, don’t look at what the other guy is doing.  Don’t assume that because the people in your area are wealthy, your business should be making money.  This is not the way to grow your business.  Knowing your target audience, understanding their buying patterns, listening to their needs…that is what will make the difference in your bottom line.  Until you understand that, you’re probably just going to THROW GOOD MONEY AWAY!!!!!

If you find this to be your situation, visit my website: http://www.butterflymktgroup.com and fill out the business form.  I will do a FREE 30 MINUTE CONSULTATION for you.

WHAT’S THE 4-1-1?

Whether your using it as slang or as lyrics to a Mary J. Blige song, it’s all about the information.  Normally, my posts are about how marketing can work for small businesses and/or the value of good research and this post is no different.  Information is key, where you get it, how you use it, and how you measure it’s effectiveness.  What’s the 4-1-1? is a tool in the form of a question designed to keep you thinking and moving toward success.  The numbers 4, 1, and 1 all represent a valuable component of a workable marketing strategy.  4-1-1 signifies the four (4) C’s of information needed to devise the perfect strategy to reach your desired customer; one (1) is plan for measuring marketing objectives, and the final number one (1) is the strategy you use to execute your marketing campaign.

4 C’s: Condition, Consumer, Competition, and Climate

1. CONDITIONS:  Here you need to take a hard look at what you have to offer your customer (your value-add), your image in the industry, and the culture and goals of your company.  You should also look at your strengths and weaknesses because strengths provide opportunities and weakness can present threats, but if you know what they are they are easier to overcome.
2. CONSUMER:  Do you even know who your preferred customer is? or are you casting a wide net hoping for the best? Research your market segmentation (Demographic, Geographic, Psychographic, and Behavioral) to paint a picture of your customer.  There needs, wants, expectations, and most importantly how they like to receive information.
3. COMPETITION:  Who is your competition?  That takes research too, you know.  If you are going to beat the giant, you have to know the giants weakness.  All you need to do is find their Achilles heal.  Is their customer getting everything they need, or can you provide that special something they didn’t know they couldn’t live without?
4. CLIMATE: The climate factors are those factors related to the political, regulatory, economic, and technological environments.  This information is invaluable and should be weighed heavily when developing a marketing strategy.

1 Plan to Measure Marketing Objectives:

Your marketing decisions shouldn’t be made hastily or mimic another companies ideas.  Marketing decisions are made by the overall objectives of the company.  What do you want your campaigns to achieve? Some of the most important areas to consider when creating marketing objectives are: (1.)  Your target market, which should include market share information as well as a breakdown on customers. (2.)  Promotional objectives, which help to measure the effectiveness of branding efforts and marketing campaigns.  (3.) Distribution objectives which provide the measurable data needed to understand order/processing and delivery times as well as provide a clear picture of the best way to get your product or service to the client .  Though these are not the only marketing objectives to consider, they do give you a great start .

1 Marketing Strategy:

A marketing strategy is a road map designed to increase visibility, build relationships and increase/retain customers.  Don’t be think by creating one plan at the beginning of your business your done. The information compiled while creating a marketing strategy is always changing, not just because your company grows or expands its product line, but also because the customers themselves change.  Research is constantly necessary.

I think it is obvious by now, I’m not using slang and I’m not quoting the lyrics of Mary j. Blige, but instead it was all about the information.  In order to grow and sustain the desired level of success, go answer the question for yourself…..WHAT’S THE 4-1-1?

Customer Psychology

Don’t underestimate the value of detailed psychographic and behavioral research.  It is THE most valuable information you can have to maintain customer loyalty.  You may think your success is wrapped up in the “numbers game”, but in fact, your success is contingent upon how well you understand your customer.  To clarify, your customer is not just a percentage of everyone that walks through your door.  Instead, your customers are those people in need of what you offer and, because you’ve done your homework, like the way you offer it.  Not sure what I mean? Well, let me try to explain.  Normally, people don’t just wake up one day and make a purchasing decision totally against their beliefs and character.  Experiences shape attitudes, attitudes shape opinions, and opinions are related to values.  Experiences, attitudes, opinions, and values initiate interests and activities.  This, ladies and gentlemen, is psychographic segmentation and arguably, if studied and appreciated could be what makes your business successful.  When people shop, they need to justify (to themselves) the purchase.  The “WHAT’S IN IT FOR ME?” question has to be answered to gain new customers, earn customer loyalty, and receive referrals.  Just by doing a little research on the psychology and behavior of your desired consumer, you can begin to categorize them by their user status (potential purchaser, first-time purchaser, regular purchaser, etc.) and customize marketing strategies that appeal to each without spending money unnecessarily.  Ultimately, isn’t spending less and earning more what you want to do?