One of the most relevant business rules states, in order to grow a business you must satisfy and retain the customers you currently have. When it comes to marketing and branding we operate according to the principle, “Build it, and they will come. Build it to their satisfaction, and they will stay.” Any effective marketing campaign will address the specific needs of the potential customers. Too often, organizations design marketing campaigns based on the corporate perspective of consumer needs.
Marketing can be defined as identifying the wants and needs of your potential customers and marrying them with valuable products and services. A marketer must determine the effectiveness of their marketing efforts through communication and follow-up with consumers. How familiar are your customers, associates, and vendors with your products and services? Do they truly understand the benefits of doing business with your company as opposed to a competitor? Below are six marketing principles that will aid you in ensuring a successful merger between what your company offers to what the customer wants and needs. Meeting the consumers’ explicit needs will keep them coming back for more.
1. Identify the explicit needs and interests of potential customers. Do not get caught in the rut of developing a marketing campaign that is strictly trend based. What is popular today may not be popular tomorrow. Longevity goes beyond the “here and now” concept.
2. Provide a venue or source for customer feedback and company interaction. What better way to identify the consumers’ needs than by providing an opportunity for them to speak directly to your organization?
3. Develop a marketing campaign that is flexible in nature. Do not be afraid to determine that your current marketing efforts may not be working. It may not be necessary to change all components, but adjust those that are not reaping benefits. In other words, “Don’t throw the baby out with the bath water.”
4. Develop a marketing mix that combines public relations, communications, and advertising. In years past, these industries were separate in nature. Now, in most cases, they depend on each other for survival and effectiveness.
5. Be innovative in your marketing approach. Create marketing pieces that showcase the individuality of your organization. Pay attention to what is current, but don’t be afraid to be a trendsetter.
6. Give the customer what they want! Sometimes this is easier said than done. As an industry expert, we believe we know what is best for our clients. Experience tells us that they do not always agree. Develop a partnership with your client to collaborate on projects to ensure their desires are met.