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The assembled marketing staff - including you, are now paying close attention. Finally, top management has acknowledged that the time of improving margins and net profit primarily through reduced costs and overhead has ended, and they are turning to marketing to kick-start and ramp-up revenue generation! Oh happy day!
The boss notes the rapt attention he is now getting, and the slight enraptured smile on your face, and gives a nod of reassurance. He than goes on to state: "I want marketing to come up with an ad campaign - within budget guidelines - that makes our company look great! Maybe we should redo our logo and take pictures of our office building and plant to show off our facilities, you know, make us look good to our customers. Above all - let's make sure we tell them why they should buy our products."
The room goes silent, and you and the rest of the marketing staff look at each other, stunned by the reality that your senior management wants a traditional institutional ad campaign that focuses on - well you. Your marketing director stirs, and finally breaks the silence: "Sir, have you and the senior staff considered that our customers may not - well, care about what we want, or about how good we make ourselves look in an ad? The consumer has changed, our customers have changed, and marketing today is all about them, not us!"
We will continue this story, including the fate of the marketing director (your second this year) in our next edition - but whether the marketing director survives or moves on - she is right. The power in the marketplace has shifted profoundly from sellers to buyers. Today's consumer is skeptical, well educated about products and companies and knows that there are more choices in everything and at every level, than there have ever been before. They are also driven more by emotion and in taking care of self, including indulging themselves in small or big luxuries, than they have ever been before. They trust far less in what they are told in advertising and promotions than in what they find out, research and learn on their own or from friends and influencers.
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This leads to defining what being all about them really means to you.
Sit down with your senior management and get an understanding that traditional institutional advertising isn't going to produce anything like the increased revenue they are looking for - that is unless you have an unlimited marketing budget.
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Connect with your customers and target consumers and ask them what they want and need from you and your products. Also, do or have the research done to find out who they are, and what defines them.
Craft your advertising to your customers and target consumers' point of view, and don't talk at them, communicate with them about how your product and company will fulfill their practical and emotional wants and needs.
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Select media that reaches your customers and target consumers - and don't spend money on any media that can't or doesn't.
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Build and maintain a good web site as the hub of your marketing program, and refer to it in all of your advertising and marketing. Your web site doesn't have to be commerce enabled, but it does have to be user friendly and a source of information and resources for your customers and your prospective customers.
Develop a single and solid customer database that you can use to establish ongoing communication with your customers - and keep it clean and up-to-date. Migrate to a complete client relationship management software package if you do not already use one.
Use and work with only qualified lists, based on your research to define your current customers and target consumers, in marketing to prospective customers.
Incorporate a customer satisfaction survey card or form in all of your product or transaction closing paperwork.
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The guru of "making it all about them - not you" is Jay Abraham, and to learn more about Abraham's successful marketing methods for small to mid-size businesses visit www.abraham.com. The outline provided above is our own unique combination of what we have learned from Jay Abraham, our own practical experience, interviews with successful clients and input from our colleagues in the Harmonia Marketing Group. Please contact us if you have any questions about "making it all about them - not you!"
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