Do You Have a Marketing Plan?

What is marketing?  Is it advertising?  Yes.  Is it promotion?  Yes.  Something newsworthy?  Yes.  Public relations?  Yes.  Is marketing just about anything that gets your brand out there for the public to consume directly or subconsciously?  Yes.   At Startup Connection we recognize the unusual ability small agile firms have to successfully focus on and carry out successful “mini” marketing strategies.  These strategies, help differentiate the new guys on the block from the competition.  We constantly work to help startup firms create and take advantage of mini marketing opportunities.  A simple example, a restaurant client who gives kids their own dough to make a small roll and then bakes it for them.

Below are a few more ideas you might want to consider when developing your marketing strategy:

• Always remember, features tell, benefits sell.

• Consumers want to know one thing – how will using your product/s, service/s benefit them? Period.  People may not need ice in the wintertime but they will pay almost anything to get 20 inches of snow off their driveway.

• Marketing is always changing.

• Remember, twenty years ago nobody heard of a website and ten years ago few people used a cell phone.  It is estimated that about 40% of emails are read on cell phones.  The long and short of it – long emails, downloads, and attachments become less and less effective.

Startup Connection’s recommended secret weapon in the execution of marketing plans is the mixing and matching of activities.

• Websites can be business cards, brochures, branding, P.R., retail stores, information resources, and advertising tools all combined.  Truth is, if you don’t have a website, you’re not really in business.

• Reducing lead times, streamlining processes, and increasing efficiency can all increase sales and reduce costs.  Direct selling, Amazon, eBay, peer selling, and flash sale sites are ever common vehicles to increase retail sales and reduce costs.

• New, exciting, and inexpensive techniques are revolutionizing marketing support.  For example, I recommend clients stop using PowerPoint and instead turn to newer and more effective techniques.  Even here at Startup Connection we are constantly testing animated videos, outsourcing tasks to Fiverr and other inexpensive peer sites, use of a comedy writer, and even a handler to help the firm network.

• A satisfied customer is the best and least expensive marketing tool you have.  Be sure to refine your customer service plan to include goals, procedures, training, and policies intended to keep your customers satisfied and happy.  Like try hugging your best customers and why do we offer discounts to new customers and then sometimes gouge old customers?

Marketing seems far more complex today with all the tools, complexity, and capabilities.  While understanding these factors is critical, much of marketing remains the same.

Every business needs to follow three essential rules:

1. Have a great product or service and sell it at a competitive price.
2. Listen, care, understand, and satisfy your customer/s.
3. Measure and adapt to your results.

Bert Shlensky is president of www.startupconnection.net and has developed an experienced team and approach to help companies make the most out of marketing.