One of the most common questions that I get asked by those who are starting out in business; also by those who have been involved in business maybe for some time who maybe running a functioning business and making a decent living is : ‘just how to I actually go about developing a marketing strategy’ ??

At a recent networking event when speaking a business owner who by his own admission if well versed in the technology of his business (but not in the marketing) I spoke of the three pillars that I use when thinking about, explaining and developing a marketing or business strategy. They are :-

  • Product/Service categories
  • Channels To Market
  • Market Segmentation

… that is to say, we work on defining the category of the market that the Product or Service fits into, we then work on the marketing Channels. When it comes to channels we consider the channel that we use to deliver the product or service to the marketplace and secondly the channels that we use to push the message to the marker place through. And finally, we have to ensure that our preferred market segments are at the end of the channels that we use. That is the essence of the framework that I work through when refining and developing a marketing strategy.

Now, let’s assume we are you are selling massage therapy services [as one of my previous clients were]. For sure the channel for delivering the service would be in the therapist’s salon but they business owner will have many options in terms of channel marketing for delivering the branding message and services of the business to the market place at large. They can use direct mail, blogging, mobile, articles, newspapers, radio and more to deliver their message to the target market.

Next, we need to ensure that our product/service is positioned appropriately in terms of location, offering and pricing – a particular segment of the market may wish to pay say $15/hour for a massage but other high end clients may be perfectly happy to pay $100/hour if they see the value in what it is that you have to offer. The question is – which market segment is it that you will choose to target ? If this discussion we have covered the market segments and the category of the market that we wish to be positioned in.

So there you have it – an insight into my methodology for developing marketing strategies whether working with $multi billion clients in China [Swatch Group] or with a wedding reception services business such as http://www.lowcostchaircovers.co.uk/ that I consulted for last year.

In summary we want to be thinking of Channels, Market Segments and Product/Service categories.

To your marketing strategy development success,

Let me know if you wish to engage with myself and the team to assist you in your business.

-Success,

-Stephen C Campbell

 

If you haven’t jumped about the mobile marketing revolution, it’s about time you do! Mobile marketing is positioned

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to absolutely slaughter every other current marketing method! It’s going to blow away internet advertising, email, direct mail, and just about anything else you can think of. Why?

  • 91% of Americans have a cell phone.
  • 5 billion people subscribe to cell phone service, but only 2 billion have internet access.
  • People tend to check their text messages and voice mail several times per day, often within minutes of receiving a message.
  • However, people usually only check their email once or twice per day, usually not carrying a computer around with them.

This makes mobile marketing extremely powerful. You have the opportunity to get in on the ground floor of an opportunity few people are exploring. The time is NOW!

In recent months, much of my work has been centred around that of Channel Marketing and I cover specifically that of  what we call “Multi Channel Marketing” which is being expected and demanded by the end user customer more and more these days. So – why Multi Channel Marketing ? one may ask. Well it is for the exact reason that is has been shown that many people will not end up purchasing a product until they have heard about it through a number of different sources or what we call marketing channels.

This is why it is so important not to focus all your marketing efforts just on one channel, such as :-

  • Print Advertising
  • Flyers
  • Leaflets
  • Word of moout
  • Email
  • or even Television Advertising.

There are so many different marketing channels that are available for any company to make use of in order to a) promote its products and services and b) to actually deliver given products and services into the hands of customers, with that said it is advisable to make the efforts to divide up and spread out company advertising and marketing efforts and making use that multiple marketing channels are used. This is particularly true when we speak of digital marketing; this in itself is a marketing channel that can readily be further sub divided into sub digital marketing channel through which specific and targeted marketing messages can be pushed.

Looking into multi channel marketing further, another reason why companies may well want to look deeper into making use of multi channel marketing a key component of their top level business development strategies is the fact that different channels are likely to reach different target market segment customers. One simple classification can be made with the use or non use of digital marketing; it is clear that some customers that may wish to be reach may spend a lot of time on the internet, whilst a certain segment of the population may not want to or care for using computers in their everyday lives.

When it comes to the topic of direct marketing; the evidence shows that some people just tend to throw away direct marketing mail items without even looking at them, while others always look to see what type of deal are on offer from the company in question.

The points above are made in order to illustrate the fact that by using multiple marketing channels companies will be able to reach more people in total with their product and service offering messages. Of course with any coherent marketing strategy development and execution appropriate research into the desired target market in advance will determine which types & classfications of channel marketing to make use of. Marketing professionals will then be able to determine which channels to market are more likely to reach the client that they are attempting to reach.

When it comes to online internet and digital marketing [search engine and social media] methods this can a great way to reach those that are known to be tied to their technologies that continually interface with the internet, on the internet there will be certain clients [all of this would be defined within the definition of the ideal client profile for the business] while more traditional print, radio, and television advertising might be better methods for reaching those that are maybe more elderly or prefer not to be using the internet as often as other target market clients.


In this wired internet age in which we live I do believe that all businesses should be and can harnessing the power of the internet to take their businesses to the next level. In particular, even if your business is a traditional off-line business, you certainly should be using the new technologies to drive customers to your off-line business.

With the rise and rise of the internet it seems that the vast majority of the posts, articles and comments are related to Internet Marketing so I have decided to make a few posts and put some documentation together on off-line marketing as most of my customers are new to the Internet Marketing age. Here I will comment on 2 simple Traditional Off-line Marketing methods, please do not think of these methods as too simple or mundane. They are very effective when done right and combined with other techniques in your marketing arsenal.

Classified Ads
This is something everyone should be testing in some form or another. It’s great for lead generations. You should still have  a strong benefit-driven headline and a clear call to action. Free reports work very well with classifieds. I have noticed that local papers (such my local Friday Ads) has an ongoing deals of booking four weeks for the price of four. Even adding more months only ends up costing a few pounds (or even less dollars!), and there is always room to barter and negotiate price if you are a regular customer. With prices like that, there’s no reason anyone with a website should not be testing ways to draw traffic to the site with Classifieds.
 
Direct Mail
Nothing beats direct response when it comes to results-driven proven advertising. And messages sent directly to your highly targeted market via direct mail can deliver a terrific return on investment (ROI) when tested properly. There’s a wealth of information on direct marketing by Michel Fortin, David Garfinkel, Gary Halbert, Dan Kennedy, and many more experts. Here are some sites where you can learn more:

http://www.successdoctor.com – Michel Fortin’s main site
http://www.world-copywriting-institute.com – David Garfinkel’s site
http://www.thegaryhalbertletter.com – Home of the Gary Halbert Letter
http://www.dankennedy.com – Dan Kennedy’s site

Do pop in again to see more on Marketing and on some of my other favorite subjects. And do let me have your comments.

Thanks,

-Steve