CREATING A MARKETING PLAN PART 4
November 23, 2015
So, what does this all mean for other businesses …
It means every business has to create a Marketing Plan that connects with customers and stick to the plan … to motivate customers to buy from your company.
First, make very sure the future customer understands your product and then give them reasons why buying from you is the best idea and in their best interest. If they already understand your product … now give them reasons to buy from you.
Remember Chipotle doesn’t talk about their products, people already know what they sell. They talk about what value their suppliers bring along with the way the food is produced. They use what is called, Cause Marketing.
What’s it called? Cause Marketing, that’s right…
Look at your company, do people understand what you sell or offer? If you asked one of your customers what you sell, what would they say? If they “blink”, even for a moment, you may not have the “connect” factor in place … Your marketing plan may need an upgrade.
The days of people buying what they do not understand are virtually gone. People search online for answers, search online for your company, read reviews or will ask their friends for their opinion. When their friends don’t know or understand, most often those friends will tell them not to buy it. Their advice is more often than not, what the ill-informed person will end up doing. Only to realize later, they should have bought it.
It’s like Chipotle found out “word of mouth” works, both ways.
So businesses have to educate not just the customer about their products or services but also their friends about their products and services.
It’s called what, again … marketing, that’s right.
The days of opening a door and customers are going to run in and spend their money has passed. You have to have a Marketing Plan in place to “connect” with the buyer. Once you “connect” their hearts and minds to your product or service, customers will travel pass competitors to your front door.
Only a Marketing Plan can get this one done …
A part of the Marketing Plan has to include networks … networks of people to spread the word about your products or services. Educating groups of people at one specific time.
Strategic Partnerships can also be included … like Directv and AT&T became one to offer both TV and cellphone service.
Strategic Partnerships can also be included … like Verizon created a partnership with Hum dot com for cars and trucks.
Strategic Partnerships can also be included … like large companies, small companies can pool resources to deliver goods and services.
Strategic Partnerships can also be included … like Chipotle partners with farmers to deliver good food for their customers.
A carpet supply company could partner with a carpet cleaning company to get a greater market share.
A local bakery just closed after decades and generations of family workers … if they had only partnered with a restaurant chain to supply bread and pastries … perhaps they could have stayed in the bakery business for years and years to come.
If they had done what Mr. Firestone did when he partnered with automakers to supply them with tires.
Strategic Partnerships can also be included … like car manufacturers partner with others to supply engines and parts. The car you drive may have a brand on it, you can be almost certain they did not make all the parts … their partners supplied the parts.
Marketing involves partners, causes, word of mouth and a “burning fire” that ultimately gets you through the toughest times. There are real challenges ahead for businesses in the 21st century … around the world. Only the ones with a real Marketing Plan will find success.
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