Does your business need a marketing makeover?business_link

If you are not sure, ask yourself these questions:

  • Customers pay for benefits, so are you clear about the benefits that you are able to offer your customers; do they form the core of your marketing material, do you explain these benefits at every opportunity with customers or are you more comfortable explaining the features of your product or service? Do you know the difference between a feature and a benefit?
  • Anybody anywhere could be a potential customer so when asked can you immediately, succinctly (i.e. in no more than 60 seconds) and clearly say what your business offer is and the advantages and benefits your customers get from doing business with you? Could your staff do the same?
  • Have you identified what makes you or your offer different or unique; if you have, when did you last review it because your competitors may have caught up with or even overtaken you?
  • Are you a brand or a simply a business? If you think you are a brand, do you know what that means and do you understand the principles of brand management and brand building? If you think that words like 'brand' are for larger companies only, have you considered how they grew to be large in the first place?
  • Have you reviewed the messages and the look of your marketing and promotional material in the past 12 months?
  • Do you regularly check that the methods you use for finding and communicating with potential new customers are the most effective? Do you set targets and measure the success of your marketing activity?
  • Networking has become an essential business and marketing tool for many businesses; which of these applies to you:

a. I see my networking as a way forming and developing relationships with key people in the business community for who knows what future opportunities;
b. I go weighed down with promotional packs and leaflets and do a sales pitch for anyone I can corner or for anyone prepared to listen;
c. “Networking, what's that all about?”

  • Do you have a strategy for keeping existing customers, and do you look for ways of increasing sales to them?
  • Do you measure customer satisfaction: a) at every sale; b) monthly; c) quarterly; d) annually; e) only with the customers that love us; f) never? And the correct answers are well, you decide. But if you want to review your marketing effectiveness, call us.

That's all for this month.

Peter Mulhall
Business Adviser

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