Marketing in a straight line

By kphmc July 4th, 2011 Have More Clients, What is Marketing No Comments

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The real question is “Does anything go in a straight line?” Even though, it would make life so much easier.

The marketing text books set out the process as easy steps, followed one after another:

1. Define Vision, mission and values
2. What is your market hungry for
3. The products and services offered
4. Branding
5. Marketing Mix (price, channels, promotions including website)
6. Implementation
7. Monitor results and amend

Now, this presumes a couple of things:

1. Time, Money and Skills available
2. Agencies commissioned to do various elements as required

Whilst this may possible is, it the best use of resources?

In small business, the linear model is replaced by Swirls Approach (like the technical term?) This is where the goal appears to be in a straight line but the movement to get to the goal is a forward moving swirl.

Whilst the business is operating in the market, it learns about

• customer requirements (see What is Marketing? Post)
• what’s hot at the moment
• where their market “hangs out”

As a consequence, the company adapts:

• What it says
• The products and services offered
• Promotional material
• Information on the website
• Where the company is seen

The more learning means the company has a tight fit with its market and will be reaping the rewards with

• high sales
• sales to “hungry” customers
• satisfied customers
• more sales

Things slow down when the learning and adapting also slows or stops.

Markets are not fixed. As they are made up of people, the one constant is Change. People change, companies requirements change. So, firms have to be adapting and learning continuously.

This may be common sense. What maybe common in appearance doesn’t always translate into commonplace action.

Check out the Summer Sizzler and have a marketer for a day to boost your revenue.

 

 

 

Photo by Teejaybee