Your, I Mean YOUR Marketing Concept

Let’s start with a definition:

Management philosophy according to which a firm’s goals can be best achieved through identification and satisfaction of the customers’ stated and unstated needs and wants.

OK, it sounds rather clinical but it’s a pretty simple concept. Easy to understand but not so easy to implement. Every business is different and needs it’s own marketing concept. My marketing concept will not work for you because of many factors. Considerations to be made in every business include:

  • Your location.
  • Your products.
  • Your customers.
  • The time of year. (or month, or season)
  • Your competition.
  • If you are a physical location or an internet business.
  • Your budget for marketing.

Your marketing concept must take these points into consideration. Answer these questions and you’ll have a good grasp on what you need to do.

  • Your Location.

Particularly if you have a brick and mortar location, you need to know your area. Are you in an urban or rural location? What is the population of the area you want to serve? Are your potential customers willing to travel to where you are to buy what you offer?

  • Your Products.

What a your products and/or services? What sells best? What has the biggest profit margin? What is your “signature” product? What product or service is unique to you and your business?

  • Your Customers.

This is the most important item to consider for your marketing concept. We could spend hours talking about knowing your customers but for our purpose, let’s consider a few questions to answer. Are they mostly male or female? What is the average age of your best customer? Where do they live? What is the average income of your ideal customer? Write a paragraph or 2 describing your ideal customer. Do people shop online for the products that you sell? Are your products and/or services considered a luxury or a necessity? If you live in an area that is experiencing high unemployment, will people still be interested in your offer at the price you are asking? These are just a few questions to be answered. Given your particular situation, I’m sure you will come up with more.

  • The Time Of Year. (or month or season)

Many business marketing concepts have to take into consideration what time of year it is. Take for instance where I live. Here in Northern Michigan we live in an area that depends on tourism. In the summer we see a great increase in population and many businesses rely on good summer sales to make them profitable for the entire year. In another town, Frankenmuth, Michigan, much of business there is related to the Christmas season. (If you’ve never been to Frankenmuth, you owe it to yourself and family to make the trip. Especially to see my old buddies Kevin and Ron Kern at Kern’s Market!).

  • Your Competition

Knowing your competition is key to your success. What are your differences? Are your prices in line with the others? (Not that price is the most important factor, but it puts you in the game to be competitive.) Is your customer service better than theirs? If not, what changes do you need to make? How close are they to you? Do you compete with them or do they compete with you??? Think about it!

  • Physical store location or an internet business.

Depending on your focus, either or both can be very successful if you plan it out. Here are some questions. Is you store location easy access to walk by traffic. Does what you sell rely on impulse buying? What is your parking situation? Is it easy to get in and out of your store and does it have good handicap access? Do your hours of operation match with your customers shopping habits? Does your store have a public bathroom? Is the lighting good?

If you run an Internet business, how are your skills at SEM and SEO? Do you use WordPress for your website? How are your writing skills?

  • Your Marketing Budget.

Important here is, make a plan and follow it. Nothing will kill a great business quicker than poor funding. One of the great things about an Internet business is that it can be started and run on a shoestring, this isn’t meant to discourage you from a brick and mortar business, but it is the truth. Anyway, Questions: What is your largest funding source? Who do you have to answer to, if anyone, before spending money on marketing? How much does it cost for a Yellow Page ad? Is that where your customers find your products? Other places to advertise can be: local newspapers, Craigslist, Google AdWords, radio (can be a great source), TV, word of mouth (the BEST if your existing customers love you!) and some other things coming up that can really change the marketing game and give you the advantage you deserve.

This article is meant to get the old inventive juices flowing and I’m sure you can come up with many more questions to answer. As always, the more you learn, the better chances for the success you want. America is still the BEST place to be when it comes to business start up (and for everything else). Time to build your dreams. YOU CAN DO IT!

Small Business Must Develop a Marketing Concept

In college classrooms business students are being taught marketing concepts. To develop the same for your business owners need to analyze what their customers needs. Take those needs and fulfill them better than their competition. This simple statement can get very complicated today. Find the answer and you have developed your very own marketing concept.

Companies have the ability to find out what their customers are thinking easily these days with the internet at their fingertips. Remember your competition has access to the same information. This gives small business the ability to compete with the corporations on a local level.

Companies can find out the competitions weak spots by going to sites like yelp. Yelp gives customers the ability to tell the world about their experience with any business. Larger companies can no longer hide behind their automated customer service procedures.

Customers need to remain a small business’ focus at all times. We have all had the customer that no matter what you do they are unhappy. Through developing a good internal marketing concept keeping the customer as the main focus. Most of these situations can be avoided. Corporations tend to watch their balance sheets and do not have a good understanding of customer service. The internet has empowered customers to get satisfaction.

The very best place to start is to ask what do customers want? The answer may not be as simple as you think. Once you have the answer you need to find a way to build your business with this end result in mind. You are developing a marketing concept that will keep your business thriving. Unhappy customers can bankrupt a business. Happy customers will make it thrive. You will realize a greater profit over time.

Everything and everyone in your company should keep customer satisfaction as part of their responsibilities as an employee of your business. This is where your company can really shine in the market place.

Customer issues should never be passed over by an employee as some other persons responsibility. Your entire company exists for one reason your customer. Customer satisfaction should appear seamless and a company standard to your customer.

When you are developing your marketing concept the main focus should be on the customer. The other factors that you should take into consideration are product decisions. Ask yourself if the product is what your customer wants? Is the price within the price range of your customer? How will the customer receive the product? How will I promote the product to my customers?

When you know the answers you have developed a marketing concept that will work for your business for many years. If you find a problem fix it and your business will thrive.

Winning Marketing Concepts Made Easy!

There’s nothing more vital to having a successful winning product that will improve your bottom line than having a winning marketing concept. All too often, products that have been promoted and hyped as being the “next big thing” have fallen on their faces because of having a poor marketing concepts. An example the author mentions of a product that got the ide If you are interested in improving your product’s image and increasing your sales, you owe it to yourselves to get, read, and study Martha Guidry’s latest book, Marketing Concepts That Win! One of the best aspects about Marketing Concepts That Win is that Guidry provides excellent examples and case studies throughout her book, and she offers tips, tools, and useful advice to help her readers refine the concept they’ve come up with so that potential consumers identify with the product more. For instance, Chapter 8, “Reason To Believe,” gets into the importance of the reason to believe, or RTB, to a product’s promise to the consumer.

RTBs are often built up over time, and it’s basically a combination of the branding of a product and its motto or other aspects of a company that have stood the test of time and which the public associates the company/product with. RTBs make the public look more favorably towards a new product companies come up with based on a belief system about the company’s track record and branding over the years. What the author terms “brand equity” plays a substantial part in this development of RTBs, as with Smucker’s slogan “With a name like Smucker’s, it has to be good,” or Apple’s image among consumers as being “hip, cool, easy-to-use,” and having “innovative approaches to technology.”

Chapter 4 goes into what the five basic elements are that comprise a concept: a headline, an ACB (accepted consumer belief), it’s benefit to the consumer, the RTB, and an effective wrap-up. It’s a very useful and informative chapter that analyzes what elements make the difference between a good concept and mediocre ones. With Martha Guidry’s guidance, you can learn how to formulate the concepts to sell your products to the widest audience possible.

What are some of the other topics that the book covers? The author takes her readers from the beginning stages she discusses in Chapter 1: Concept Development, to formulating an outline of a concept, to what she calls in Chapter 5 “CleAR,” thinking being the way to come up with the best concepts. The letters refer to “the intersection of three critical areas: content, language, and relevance.” Guidry goes into the importance of each off these three concept elements and how, when they’re effectively combined, they make the overall concept a stronger one that resonates more with consumers.

Marketing Concepts That Win! combines the knowledge of more than fifteen years’ worth of experience that the author has had in brand management, concept development, and research experience. Martha Guidry has walked the walk, having spent six years in consumer marketing for Procter & Gamble and Hasbro. She’s developed concepts to help launch new products for companies such as Arby’s, DuPont, Bush’s Beans, Amway, Pizza Hut, and Dial. If you are interested in marketing and branding your product more effectively, and want to develop a powerful concept to sell it, I urge you to check out Martha Guidry’s fascinating book today!There’s nothing more vital to having a successful winning product that will improve your bottom line than having a winning marketing concept. All too often, products that have been promoted and hyped as being the “next big thing” have fallen on their faces because of having a poor marketing concept. An example the author mentions of a product that got the idea of having a good marketing concept right is McDonald’s McCafe, that has successfully competed against brands such as Starbuck’s. If you are interested in improving your product’s image and increasing your sales, you owe it to yourselves to get, read, and study Martha Guidry’s latest book, Marketing Concepts That Win! One of the best aspects about Marketing Concepts That Win is that Guidry provides excellent examples and case studies throughout her book, and she offers tips, tools, and useful advice to help her readers refine the concept they’ve come up with so that potential consumers identify with the product more. For instance, Chapter 8, “Reason To Believe,” gets into the importance of the reason to believe, or RTB, to a product’s promise to the consumer.

Top 10 Marketing Concepts For Small Business Marketing

Over the past decade more and more people are getting fired, getting downsized, or getting fed up with their corporate jobs and embark on the journey as a small business owner. Unfortunately, most of the new small business owners fail to consider their marketing plans or strategy. There are many marketing concepts for small business marketing to consider and plan for, but here is our list of Top 10 Marketing Concepts For Small Business Marketing.

Marketing Concept # 1: Consistency

Consistency is the number one marketing concept for small business marketing only because it is left out of marketing concepts for so many businesses. I have worked with a long list of clients, big and small, that are extremely inconsistent in all areas of their marketing. Consistency helps lower the cost of marketing and increase the effectiveness of branding.

Marketing Concept # 2: Planning

Once small business owners decide to be consistent with their marketing, planning is the next major concept to engage. Planning is the most vital part of small business marketing or any level of marketing, for that matter, and so many owners, marketing managers, and even CMOs plan poorly. Put the time into planning your marketing strategy, budget, and other concepts presented here to ensure success.

Marketing Concept # 3: Strategy

Strategy immediately follows planning because your strategy is the foundation for the rest of your marketing activities. In the process of planning, you must develop your strategy: who you will target, how you will target them, and how will you keep them as a customer.

Marketing Concept # 4: Target Market

Target market is also another key concept for small business marketing. Defining exactly who you are targeting allows small business owners to focus on specific customers and reduce marketing waste. A well-defined target market will make every other marketing concept so much easier to implement successfully.

Marketing Concept # 5: Budget

Although it is listed at number 5, budgeting is important throughout the entire process. Creating a marketing budget is usually the hardest and most inaccurate part of small business marketing. Most small businesses owners lack a great deal of experience in marketing, so their budgets usually end up skewed. The most important part of this marketing concept is to actually establish a marketing budget. From there, you can worry about how to distribute your available funds.

Marketing Concept # 6: Marketing Mix

The marketing mix is usually defined as product, pricing, place, and promotion. As a small business owner, you must specifically decide on your products (or services), the appropriate pricing, where and how you will distribute your products, and how will you let everyone know about you and your products.

Marketing Concept # 7: Website

In today’s market, a business of any size must have a website. I hate when I see businesses that have a one page website with out-dated information. Customers, be it businesses or consumers, will search the web over 60% of the time before making any purchasing decisions. This marketing concept contains a slew of additional components, but you must at least develop a small web presence of some kind and keep it updated.

Marketing Concept # 8: Branding

Many small businesses owners also neglect this concept. Small business marketing must focus on this marketing concept just as much as large corporations do. Branding consists of the pictures, logo, design scheme, layout, make up, and image of your products and even your company. Branding is how your customers perceive (please place a lot of emphasis on that word!) your products and company. Make sure to pay special attention to what kind of brand you are building through each step of your planning and implementation.

Marketing Concept # 9: Promotion and Advertising

Promotion and advertising is a very complex marketing concept, but must be considered for any type of business and its products and services. Once you engage the previous 8 marketing concepts, you must finally let your target market know about you and your products. Proper promotion and advertising will result in effective brand recognition, and, ultimately, increased sales.

Marketing Concept # 10: Customer Relationship Management (CRM)

The concept of customer relationship management has become a huge industry in the marketing world. There are many types of software and services offered to help businesses of any size handle their customer relationship management. Since there is so much available, usually for a large sum of money, small business owners usually look at this concept as something they are not big enough for or have enough money to implement. Don’t be fooled by the massive industry that has evolved from this concept. Maintaining proper customer relationship management is essential to creating loyal and consistent customers.

This list of marketing concepts should be examined, researched, planned, and implemented, especially by small businesses, in order to be successful. Also, your marketing doesn’t stop here. Each business is unique and will have additional components that must be considered, but this list will jump-start any marketing plan.