Once the an organization has put the 'Right People' in the 'Right Roles', then that organization must move on to marketing itself. Yet again this comes down to brand.
Who is your target customer? What are you seeking from them? Where are they?
Let me give an example. If you are an organization that appeals to and fits the needs of the elderly, then why focus your time and energy on the youth? There is a reason why your strength is in marketing to the elderly and if mission is to appeal to the youth of today you've obviously got either the wrong people in place, the wrong product / service, or the wrong promotions -- 3 of the 4 Ps of Marketing.
The first step in marketing your organization has everything to do with identifying your target market and ensuring that your business plan is altogether feasible. Once you are sure the numbers add up then it's time to focus on grabbing the attention of your customer base.
'Enthusiasm in Marketing' for the Small Business Owner
The best person to market your business is yourself. You are the ultimate advocate so make sure you have your message down. Your pitch has to be flawless. Practice it until your kids can say it in their sleep.
Then get out into your target segment of customers and learn as much about them as you can. Document it. Study it. Learn where there are similarities are pounce on those marketing opportunities. A B2B business may want to join a local networking group if their target segment is there... it only makes sense to join if they are. A retailer may want to setup a kiosk at the local skateboard park -- if their target market is pre-teens with attitudes.
Whatever you do, focus your energies on marketing to the right segment. If it doesn't feel right then return to the start and determine if you have the Right People in place to make it happen.
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