| The Changing Face of Marketing; Do Not Get Left Behind |
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Do you remember when marketing seemed to be simple? You know, like back in the olden days (30-40 years ago) when marketing was really just sales, and customers were attracted by what product or service you were selling. As long as you supplied a good product or service all you had to do was open the doors and turn on the lights. No more. Today, customers expect so much more. The prevalence of information, the amount of competition, and lightening fast new trends carried by technology that changes almost daily, have changed the face of marketing. In today’s marketplace, successful businesses will find a way to expand their focus beyond what they sell to how they sell and service customers. Ignoring this will only bring declining revenues and declining margins. A recent informal analysis we did of ski areas experiencing growth in the U.S. highlighted some interesting characteristics:
What was my conclusion from this informal survey? Those ski areas that wanted to grow played an active part in making it happen. Those that were struggling tended to blame outside factors. Although both groups of ski areas faced the same obstacles, they went about dealing with them in completely different ways. Forces Driving Change Although my example highlights the ski industry, I believe the same basic principle applies to any business. Although operations are still a critical factor to any businesses success, it is still only one aspect of a complete picture. A picture that also includes knowledge of the customer, the competition, an involved staff, accountability, and “smart marketing”. To be successful at growing a business today, you need to find the basic factors that affect how you do business and then capitalize on them. The successful marketer considers the following: 1. What sort of new products and services would allow expansion into different target markets? 2. What factors will shape the landscape of the industry next year, in two years, and in five years from now? 3. Which parts of the business will stand to gain the most from these developments? 4. Could new technology such as web based technology bring you more return on an investment than some of your traditional marketing or advertising methods? i.e. radio, direct mail, or print. 5. Do you have staff who already are or who are willing to become trained in new technology or methods? New business drives companies in every industry and is a major factor in the future of every business. Those organizations that are continuously looking for and executing new programs will capture market share and successfully position themselves to grow and expand. Today’s new marketer uses the resources readily available to them, to develop a steady stream of new sales opportunities, and to create a foothold in various markets that can be leveraged into even greater opportunities. So, how can you stay well informed as a “new marketer” in today's fast changing market and not be left behind? Here are some tips: Understand your customer. Their wants and needs change over time. By keeping up with these changes you can adapt. Have good surveys in place to consistently get feedback. Then, don’t forget to act on it! Communication is key. The best way to understand your customer is by keeping communications open. Let them know what you offer and how it fits their needs. Make sure you make it easy for them to get a hold of you—800 numbers, email, website with an FAQ or Helpdesk, fax, or any other communication tool. Don’t forget to monitor and respond! Understand Your Resources. New marketing tools like email or communication mediums like RSS (Really Simple Syndication) and technology translate into new ways to get in front of your customer. It is important to continue to learn and develop these new areas. Use tools like the Internet to entice customers, communicate with them, and target your promotions. If you do not have the resources or talent in-house, contract out. Know your Competitors. This helps to identify trends or changes in the markets. It also enables you to focus on what they are not addressing. Don’t copy, innovate. Tell your customers what makes you unique! Use “smart marketing” to attract and retain new business. Smart marketing just means that you are being “smarter” about how and what you spend your hard earned dollars on. That’s something everyone can use! Need help implementing a new sales or marketing program? We've got two suggestions: a) Check out our free marketing templates and tools on this site. There's ton's of them. You might want to bookmark the site now, you could be here awhile. Just become a registered member (it's free) of the myMarketingGuide.com website and you can download hundreds of other articles, templates and more. Don't worry, we respect your privacy. |
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