lisa cham, the fixx café and pasta bar, kelowna 6 keys to commonsense marketing a lot of marketing...
TRANSCRIPT
Lisa Cham, The Fixx Café and Pasta Bar, Kelowna
6 Keys to Commonsense Marketing
A lot of marketing boils down to principles that you already know
What is a Marketing Strategy?
• A Marketing Strategy is the plan you will use to attract your best customers.
• Your message – the words, the looks, the ‘atmosphere’ are based on your strategy to attract your best customers.
• Your tactics – ads, sponsorships, promotions etc are based on how to attract your best customers
#1 Specialists make more money than generalists
Intuitively this makes sense to you doesn’t it?
• Higher perceived value• More referrals• Spend less on marketing
#2 Work the marketing success pyramid
#3 Find & focus on heavy users
It’s the old ‘80/20’ rule. If you were to walk into a room of 10 people, all of whom bought your product but only two of whom accounted for a full 80% of your sales, who would you be looking to talk to?
20% of customers will purchase 80% of your product
#4 Better marketing = Less selling
If you’ve identified a target market whose wants and needs are closely matched to your products and services, all you have to do is find a way of reaching them and communicating that connection. Selling becomes easy, effortless.
People come to you!
#5 Be customer focused
Lisa Stevens, Johnny’s Fresh Meats & Deli
Work from the outside in:• what do customers think
they want?• what do customers think
they need?
#6 7/49 Connections1 2 3 4 5 6 7
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2
3
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7
It can take up to 7 contacts with potential customers before they become familiar with and warm up to a particular business
On top of that, it can take up to another seven connections after each contact before a potential customer decides to purchase something from a business.
So, it could take up to 49 contacts with a potential customer before the person actually decides to purchase from a business!
Sara Bonner, Vancouver School of Bodyworks
• Specialists make more than ________________.
• 60% of your success comes from ____________.
• Only ____ of your success comes from execution.
REVIEW: Six keys to common sense marketing
• The rule of heavy users states that 20% of purchasers purchase ____ of a product.
• Better marketing = less _____________.
• Being customer-focused means working from the _____________.
• It could take up to ____ contacts with someone before they buy.