by Marketing Dan | 26 Nov 2015 | Marketing Tips
We all know that business success is usually accomplished by marketing success, the main debate being which form of marketing is working best for each individual company. As you will have heard me say before what works for one company may not necessarily work for another, even if they are in the same industry. So what is the trouble with marketing? Well its hard work for one thing, often inconvenient for another and doesn’t work if you are marketing to the wrong people. Its hard work because you have to do it, all the time, marketing whilst you are quiet and then leaving it when you get busy means you will get quiet again. Often you hear people saying they are too busy to do their marketing, however these same people usually find they have the time in a couple of months when the sales drop off, this approach to marketing you can liken to swimming the breaststroke – first you put effort into the stroke and you are above the water, then you relax and you go under the water, then more effort into another stroke and you are above water again, under, above, under, above. This is typical of the way many small business owners approach their business marketing. To smooth out this pattern and spend more time with your head above the water you need to market your business consistently, doing the hard marketing work even when the good times are keeping you busy. So why is it inconvenient, well another trouble with marketing is that it can be inconvenient, you should still be doing it...
by Marketing Dan | 9 Nov 2015 | Business Setup Tips, Marketing Tips, New business Tips
What is a Marketing Mix A Marketing Mix is just a business tool that traditionally takes into account the 4 Ps of Marketing (Price, Product, Place and Promotion) so that you have a product that people want, in a place they can access it, at a price they think is good value and a time they want to buy it. Those of you who have been paying attention will know by now that my belief is there are 8ps of marketing and rather than go into them here you can read about the 8ps of marketing in your marketing mix here. In the marketing world – which has changed quite dramatically over the years since it was first coined, the marketing mix is as important today as it was in 1950 when the idea was first conceived (or at least put into a book) by a chap by the name of E Jerome McCarthy. Naturally there are people who have a different view and say the marketing mix should consider the 4C’s Customer cost i.e. Customers want to know the total cost of acquiring, using and disposing of a product, not just the price Customer solutions i.e Customers want to buy value or a solution to their problems, they dont buy products Convenience, i.e Customers want products and services to be as convenient to purchase as possible, they are not concerned with place Communication i.e Customers want two-way communication with the company that makes the product, rather than promotion of the product These ideas can be considered one at a time Customer cost vs Price? I would argue this...
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