As one looks through my posts, it is easy to see that I tend to jump back and forth between economics and marketing. The way industry and the parties within industry operate are crucial for good marketing positioning.
Notice I said good marketing.
Our industry is so broad, and because of that it can be very difficult to coordinate the right activities. Sometimes social media can be an excellent method, other times a new logo may do the trick. And still, it may be as simple as attending a neighborhood event.
But it is more important to look at how one reaches those conclusions. Where can one look? TV? Sure. Local organization events? Definitely. Conferences, meetups, and the like? Possibly.
Once the information is gathered, what do you look for? Trends-spotting is one of the most important activities for marketing professionals. If one cannot foresee (or not even trying) the trends in a client’s market, there’s no reason to believe your marketing will be effective. Below is a list of a few areas which should be considered when deciding the right marketing tools.
Research, Research, Research:
Marketing professionals have to know what’s been done, what’s happening now, and what will be done. For example, we recently picked up a hand-blend tea maker, and we didn’t know too much about it. Now we’re on our way to know the industry.
Also, it is important to look around at new marketing tactics. Sure, traditional is still there, and social media is all the rage, but there is more out there. How can propaganda (not the ‘red-scare’ stuff, but the ‘Edward Bernays’ stuff) work? Will guerrilla marketing die or thrive?
Human and animal (different, but the same) behavior is important. How can a message/product/service stimulate an audience to action? Learning consumer behavior (and refreshing it continuously) and make creating incentive easier.
I really appreciate this lesson. My business statistics professor always gave the following example:
“A detergent company saw that in a certain east coast state, the sales of detergents would go up during the hottest days. Therefore, the detergent’s board concluded, it will raise the price and production of its product during the hottest months up and down the east coast.”
Looking at data is important. Interpreting the data correctly can make, or in the case of the detergent company -break, a campaign.
I’m not too much of a fan of providing answers, so please feel free to provide your own interpretations of the above situation.
Social pressure in the United States is such a delightful tool. People care so much about their image and the perception of others, learning how to incorporate social norms in a marketing campaign is not only fun, but extremely effective.
Sex. A bright smile. A picture of a family. What will catch eyeballs?
Threat of Substitutes:
Is your product or service irreplaceable? If its not, make it.
Weird and Unusual:
What is going on out there that is just plain odd? People are drawn to things that are not in their everyday life. Same in concept, making people think a different way attracts attention. In most cases, it may even scare them a little. But who says a little dose of fear here and there isn’t healthy?
Because marketing encompasses a broad scale, marketing professionals should do the same. Specialization, can work well for some, but it is never a bad thing to know a little bit of everything.