Monthly Archives: January 2010

All of something or a little bit of everything?

So, you’re cracking along with 2010 and a new decade, sitting down to plan the marketing & promotional assault that’ll see your brand, business or franchise climb higher.

Money’s a bit tight, confidence is still a little weak and so you need to stretch your marketing budget (because you have one, right?) as far as possible and invite consumer engagement with your thing.

In the past you run some ads, maybe some PR, product sampling (giving stuff away for free), maybe a sponsorship and tried out two-for-one or % discount offers but now you can’t really afford to do everything you did in the past (while you can’t really afford not to; the great business balancing act).

There are plenty of creative, production and media agencies who’ll willingly take your money, but who should get it?  Does what you’re doing still invite and entertain your market?  Are your customers still engaged and motivated?  What strategy and tactics will attract the most attention in the future?  What stories should I tell?

You’re faced with a dilemma; do I cut down a little on everything or stop doing something altogether?

I’d always suggest thinking twice about killing something altogether.  It might be like unhooking the link of a chain; you’ll find the machine doesn’t work at all and a good marketing strategy should make use of several channels.

Before making any decisions, look at your market and how it’s changing, what’s changing and where you can have a louder, clearer voice that matches your brand position.  Talk to your agencies and service providers about your ideas on what to do and where.  Make sure they (and you) understand what you want to achieve.  Above all, know your edge because that’s the one thing nobody else can own.  It’s hard to go wrong marketing your edge.

Do that and the decision on where and how to spend your marketing budget will start to become a whole lot clearer.

The secret to success isn’t in what you know

You know your business better than anyone.

You know why you’re in business to start with.

You know your brand, why it’s named what it is, why you chose the visual identity you did and what you want it to stand for.

You know your product or service, it’s value, what it can do and how it fulfils a customer need or want.

You know your customers, the market and what turns them on to your value proposition for satisfaction of their needs or wants.

You know what you want from your business in return for the investment you make now, next week, next month, next year or next decade.

Essentially, as far as what your business needs to succeed, it’s a strong argument that nobody knows more than you, even if you might need a little expertise to help you to realise your goals.

Except maybe for your competitors.

That’s because the secret isn’t in what needs to be done.  What needs to be done is on show and the framework is the same for everybody.  The secret is in how you do what you need to do to make your brand & business remarkable, memorable and a mandatory stop for your searching customers.

So what are you waiting for?  Get busy and get on with telling your story, right now and for as long as it takes to carve out your unique position.

Happy New Year, decade, and all the best for achieving your goals before your competitors do.