Think Like a MarketerApril 25, 2012 1 Comment
There is no better time than now to think like a marketer. Regardless of your business, no matter how large or small, you have an opportunity to leverage the principals of marketing to help nurture your business and grow!
When the nice people at the Kirkwood Chamber of Commerce invited be to be a speaker at their April 30 Marketing Monday I was happy to accept. My career has taken me on a journey guiding the success of advertising and marketing programs for a long list of products. Some household names (e.g. Pepsi, Burger King, Matchbox Toys) and others less well known (SkyBox trading cards, SeaPak and FarmRich frozen foods). I’ve also worked within a corporate structure and managed integrated marketing programs.
Like any good marketing specialist, I want the message to be relevant and compelling. I discovered is something that might surprise you. Marketing is no longer a secret. The trends are now about transparency and immediacy. You can market your product in real time with your customers fully-engaged in the process. You still need to offer quality and service at fair prices and facilitate exchanges that exceed customer expectations. However, the expertise/tools are available in abundance for you to achieve remarkable success.
Look around you. You will see people and resources that allow you to spread the word quickly and efficiently. You can target a highly specialized and narrow audience or broadcast to everyone within driving distance of your shop. Big companies target their customers with a real value proposition.
Here’s how you can do it too. Just take a moment to consider your sales goals and how you wish to present your brand to the world. Now ask yourself: What will the increase in revenue mean in terms of contribution margin to your business. Now build a budget for marketing and spend it. Don’t be afraid to admit that your budget is modest. Don’t be afraid to get help. You will be amazed at the talent that is willing and able to come to the rescue. Now for the nurture and grow part. Take calculated risks and monitor progress. Give it time to work and take the time to evaluate the success. Make adjustments as needed. Repeat in year two, three, four, etc.
Written By Wesley A. Morgan
Morgan is a marketing communications professional with a mission: “Make Good Brands Better and New Brands Known.” Morgan earned his Master’s degree from the University of Miami Graduate School of Business (MBA – marketing emphasis). He also completed his Bachelor’s degree at the University of Miami – a double major (BA – graphic design and creative writing). Morgan founded Morgan Studio/East in 2010 with the goal of helping companies with planning and execution of sustainable marketing communications. His experience includes full service advertising and leadership of corporate marketing and communications. He has been involved as a chapter leader with the American Marketing Association for more than a dozen years. www,morganstudioeast.com
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