July 17, 2014
Marketing changes seemingly overnight. It seems we wake up and discover some type of new marketing tool that is going to change advertising as we know it. But before you purchase that cool new digital software they say has all the capabilities you will ever need, take a step back to think about the way you and your consumer interact, buy things and even think about things.
What did you think about? Did your mind go directly to products, price, place and promotion? The new way of marketing isn’t about getting rid of what you have done in the past. It’s about taking what you have done great in the past and creating marketing that changes the way you communicate with prospects and customers.
There are four dynamic ways in which you develop a comprehensive marketing campaign that will satisfy Ms. Jones and ultimately drive traffic into the store to help you sell more stuff.
Consumer wants and needs (vs. Products)
Ms. Jones is not buying a sofa just to buy a sofa. She is buying a sofa to sit, read, sleep or lounge on. Any furnishing decision she makes is to take care of what she needs. Imagine a world where the headline “Fabulous Brand New Sofas” turned into “The greatest way to watch primetime TV available only at ABC Furniture.”
Cost to satisfy (vs. Price)
Guess what? If we make our advertising about price, Ms. Jones is going to want price. If we make our advertising about how an item is going to satisfy Ms. Jones then price is no longer a concern. Turn the headline “Mattresses starting at $399” into “How much is that aspirin costing you when this new mattress could take that cost (and pain) away?”
Convenience to buy (vs. Place)
How do you buy your product from your manufacturer partners? It is probably a safe bet that it could be done electronically, by fax, over the phone or in person. How can Ms. Jones buy from you? The more options a consumer is given in convenience the more likely she is going to make a purchase with you. If convenience to buy becomes a selling point for you then Ms. Jones will have more of a reason to buy from you.
Communication (vs. Promotion)
“I am winning.”
“I am going to win.”
All three of these statements relate to the same concept. However, based on the tense we are speaking it is obvious which one has become the truth. How we communicate through our advertising vehicles is the most important aspect versus what does it look like. Think back to your most successful events. Were they successful because of the name of the event? Or were they successful because of what they communicated to Ms. Jones?
In today’s digital marketplace, authenticity is the new form of payment. Without it, you won’t be able to get Ms. Jones to react to any communication. You won’t be able to sell your products or services. And you won’t be able to build a strong community of customers who think of you as their go-to resource.
The best way to build authenticity is to start thinking about marketing a little differently. It takes a blend of the four Ps (Products, Price, Place, Promotion) and the four Cs (Consumer wants, Cost to satisfy, Convenience to buy and Communication) to create a strong sales process. You can’t get by with only two or three of them.
When your message is right, any media will work. When your message is wrong, all the media in the world won’t help. By building a strong message and strategy for spreading that message, you will continue to deliver useful, actionable content. Thus, you’ll easily rise to the top and capture your market.
Kevin Doran is the CEO of R&A Marketing. Armed with more than 25 years of furniture retail marketing experience as a full-service traditional and digital marketing company, R&A works with retailers in the home furnishings, appliances, and electronics industries.Visit www.ramarketing.com or email email@example.com for more information.