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Marketing Marketing Strategy

The 7Ps of a good marketing strategy

I’ve led a sheltered life and have only thought of the 7 Ps of a good marketing strategy in marketing terms:

  • Product/Service
  • Price
  • Place
  • People
  • Process
  • Physical Evidence
  • Promotion

However, I recently discovered that the Military also adopt a 7Ps:  Theirs is a little different:
“Proper Planning and Preparation Prevents Piss Poor Performance”
so think how powerful your marketing strategy could be if you combined both?
I often smile wryly if I introduce myself to someone who concludes that because I am in ‘marketing’  I dabble with some  ‘advertising’!  If you take a look at the list below, you’ll see that advertising is one part of offline communications which is one of the 7 Ps of marketing.   I’ve given up trying to convert!
I’ve touched really briefly on the various elements of the marketing mix – but please do call if I can help you work through anything in particular.  This is the tiniest snapshot of the breakdown of marketing.  But it is good to sit back from your business and challenge yourself with some of these questions.
Product/Service: 

  • Is there a market for what you do? How do you know?
  • Why should people buy what you offer at all and why should they buy from you?
  • What makes you different from your competition?
  • Who is your competition – when did you last do a competitive SWOT?
  • What are the overall growth trends in your sector?
  • What is your sales pattern? What area of your sales is strongest and why and can you harness this strength elsewhere?
  • And what area is weakest? What are you doing about it?
  • How well do you treat your customers?
  • Which profitable customers can you win from whom? How?  Why? Where? When?

Price

  • Have you built value into your pricing?
  • Are you competitive?
  • Is your cost enough for you to work with profit?
  • How do you set your price?
  • Will you discount?
  • How will you avoid being always known for discounting?
  • What do your competitors do?
  • Keep It simple

 Place

  • How easy/convenient is it for your customers to buy from you?
  • Where and how are you currently selling your products and services?
  • What are the opportunities to extend these?

If you are selling a service on the web, are you supporting with testimonials and case studies?
People

  • Are your people one of your main strengths of your business?
  • Or are you the bottle neck in your company? Are you better than everyone else and does everything have to come through you first?
  • What type of leader are you?
  • What is the path for your team to voice their concerns other than coming through you?
  • Are your people your best ambassadors or are they whinging about you/the business as soon as they are out of the door?
  • Are they as well trained as they can possibly be?
  • Did you involve your team when you last undertook a company SWOT (strengths, weaknesses, opportunities and threats) –really powerful.

Process
One of the vital Ps but often overlooked and often designed for the company’s benefit rather than the customer’s.    Ask yourself:

  • Can your team deliver a consistent level of service to all customers and at all times?
  • Customer retention is critical.. how failsafe is your process to ensure you don’t lose any?
  • How effective is your sales process?
  • What processes have you in place for telephone answering/billing/communication with your clients/recommendations/operations/

Physical Evidence (Brand)
Your brand is defined as

  • Signs by which you are known and remembered
  • A bundle of explicit/implicit promises
  • A reflection of personality
  • A statement of position.

Have you thought about/discussed what does your company stand for? What’s its personality and philosophy? What’s your one key brand promise to your customers?
Your brand is so much more than your logo.  Think about a new visitor’s journey to your web site – does this reflect the look and feel of any communication they have had from you hitherto?  Will they recognise this as being part of the same business?  Have you had your website made mobile friendly?  Really important.
A few hours spent on this are far from fluffy nonsense.  See my article on local company Mulberry here
Promotion (Communication)
Just a few from the hundreds of options

  • Off line
    • Face to face
    • WOM referral
    • Networking
    • Telesales as part of a process
    • PR
    • Exhibitions and events
    • Direct marketing and sales letters with appropriate follow up driving to the web
    • Postcards
    • Events and seminars
    • Advertising but think carefully before you embark here. One off random ads are a waste of time and money! Is it the right target market?  Don’t be dazzled by offers…

 On line

    • Website and how are you pushing your web? Does your copy talk about ‘you’, ie the reader?  Are you  making regular blog posts and updates?  Have you considered more SEO eg PPC,  back links, etc
    • Online videos on YouTube – how to/ about/testimonials – so many options
    • Social media – which?
    • Facebook advertising
    • Email news and updates

So then, back to the military version:
Using your marketing knowledge to create a good strategy/plan coupled with the military 7Ps of “Proper Planning and Preparation Prevents Piss Poor Performance” will surely lead to improved business performance for 2016?  But do remember that marketing is not a quick fix.  Think of it as your new exercise regime for 2016 – little and often on a regular basis.
My audit is a really good starting point – Give me a ring or email me on debbie@armstrongbeech.co.uk  if you’d like to chat over.

Categories
LinkedIn Marketing Uncategorized

A 5-Minute Plan for Mastering LinkedIn Marketing

A 5-Minute Plan for Mastering LinkedIn Marketing [Infographic]

linkedin-marketing-plan
A great article from Corey Eridon of Hub Spot with some good pointers to focus on.
“””I must admit that, when it comes to marketing myself, I don’t take as much advantage of LinkedIn as I should. But you know what they say about marketers: They’re terrible at marketing themselves.
I guess I prove ’em right. But you don’t have to fall victim to that adage!

Categories
Advertising Brand Copywriting Marketing

Psychology of colour – why marketers choose certain colours

Psychology of colour – why marketers choose certain colours

An interesting article by Kevin Allen on The Psychology of Colour:
“It’s no secret that different colours evoke different emotions in us, and that marketers have been taking advantage of this for years.
But which colours spur which emotions?
Perhaps most notably, it is said that red stimulates the appetite. That’s why the colour is so prevalent with national food chains like McDonald’s, Pizza Hut, KFC, Wendy’s, Popeye’s and Chipotle.
Blue, meanwhile, is the colour most preferred by men, and corporations often use it because it is thought to be productive and not invasive.
These and other colour-related insights can be found in this Infographic from CertaPro Painters”
For the rest of Kevin Allen’s article, please click here
 
 
 
 

Categories
Armstrong Beech Marketing Brand Communications Marketing

Is the Marketing Campaign Dead?

Challenging article by Hubspot’s Mike Volpe…
… “My blood curdles every time I hear someone talk about doing a ‘social media campaign’ or ‘blog campaign.’ Blogs and social media behave like compound interest, so if you treat them like ‘campaigns,’ you lose all the benefits. Marketers should be permanently creating, optimizing, promoting, converting, and analyzing.”   ……
“Stop the madness of coming up with an entirely new theme and creative concept every three months. Start having a long-term view of your brand, message, and voice — and what value your company can add to your industry. Stop blasting and interrupting people with advertisements about  you. Start being helpful . Start listening. Start communicating. Start publishing. Stop advertising. Start marketing”
Read the article here
Categories
Armstrong Beech Marketing Brand Marketing Website

What makes you unique special and different?

1. Understand what makes you unique special and different..

Brainstorm with your team; undertake a SWOT with your Senior Management Team; arrange meetings with your whole teams – you’ll be surprised at the input and feedback you can obtain.   What process do you have for acting on feedback given from your customers to your staff?  Do you have a process to obtain testimonials? What do you do with the results?  Your customers will tell you how it is.  If you get it wrong, take them out to lunch and learn what happened and then ensure your process is sound so that those errors aren’t repeated.  

Categories
Armstrong Beech Marketing Marketing

101 Marketing Quotes

101 Great Marketing Quotes from Hub Spot

From last year but still great.

Categories
Advertising and Design Armstrong Beech Marketing Brand Marketing

The Basics of Branding

The Basics of Branding

Learn what this critical business term means and what you can do to establish one for your company.

By John Williams

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Categories
Armstrong Beech Marketing Customer Journey Customer Loyalty Marketing

The "Wow" Factor – have you got it?

Turning a customer with a complaint into one of your biggest fans:
The Wow Factor-have you got it?
Things do go wrong and most people are reasonable if a complaint is handled well. Handle it
really well and you have a fan for life.
When working in the mobile ‘phone industry, many things were out of our control and
sometimes things did go wrong but I never lost a customer because of it and instead they
always became my most loyal customers. Why? I told them how it was; what we were doing about it; kept in touch with them and eventually sorted it.   

Categories
Armstrong Beech Marketing Leadership/Management Marketing Networking Pareto 80-20 Principle Podcasts

Being seen as the Expert in professional service firms

Being seen as the Expert in professional service firms –
from Newsletter in March 2012
Really, really important to show you are the expert and have the ‘ology’:  Being seen as the expert is a critical ingredient for any professional service business and I’ve written on the various ways to communicate this previously.  I just want to touch on two ways today:
Article writing is an essential part of this and do try to increase the number of outlets for your articles.  Not only on your blog on your website and your newsletter!  But when you can link articles to topical news it’s even more powerful as you then have the opportunity not only to share with your usual readers, but also to submit to the press and different outlets for the article to be published. Here’s an example of two articles I’ve enjoyed recently to illustrate:
It Can Only Be A Question Of Leadership – received through Rene Carayol’s newsletter
“AVB Sacked at Chelsea FC
The media is in its usual frenzy as Roman Abramovitch seeks his eighth manager in his eight year reign as the owner of Chelsea Football Club”   and the article continues to explore in quite some detail what led to the downfall of AVB”.
And following the sinking of the Concordia in January, Jan Bowen Nielson from Quiver Management wrote this article:   “Where was the coach when the ship went down”. exploring not only the blame directed at the captain for causing the accident but also the wider debate around corporate ethics, safety and individual responsibility.
It was through one of Jan’s open courses I gained my coaching and mentoring qualification last year.  It has been such a useful tool.  If this has been something on your ’roundtuit’ list, do bring it up to the top – so many benefits for you as an individual and for your business.  See the link here to the forthcoming courses. 
And what about a podcast?   Something that’s been on my ’roundtuit’ for quite a while and I did two earlier this year for The Business Women’s Networking group’s national website.  I chair their Bath monthly meetings.
So far, two on networking and one on the Pareto 80-20 Principle.   I had a skype call with the TWBC contact and it was recorded that way.   How could you use this in your business – either keeping as a podcast or moving into You Tube?

Categories
Advertising Advertising and Design Armstrong Beech Marketing Marketing

Do you use the word "Independent" in your advertising copy?

Another excellent article from CAP – 

The Committee of Advertising Practice

Independence and Impartiality

05 July 2012

A fundamental cornerstone of the CAP and BCAP Codes is that marketing communications must not materially mislead or be likely to do so. An ad can mislead by ambiguity, through presentation or by omitting important information. When considering presentation, advertisers should take care to think about the likely message that consumers will take from a claim. The ASA has investigated several complaints about companies that claim to be “independent” or “impartial”. Most recently, those investigations have been in the estate agency sector, where consumers might infer that independent operators offer greater local and specialist knowledge; and the funeral services sector, where consumers might attribute an “independent” business with a greater degree of empathy or personal service at a time of grief or vulnerability.