On a recent trip with my Mom to Sin City (a.k.a Las Vegas) she stopped in our hotel's crowded, maze-like casino as we headed toward the door to the Pool and Gardens. She asked me how I was always able to get us where we needed or wanted to go. I guess she had been amazed at my ability to successfully negotiate our small party through crowded airports, trams, hotel lobbies, and casinos. I told her that I locate the relevant signs that identify our final destination (i.e., coffee shop, elevator, etc.) and then I simply read the signs and follow their guidance.

Sometimes, I get the same question from clients I work with about how I can identify for them ways that marketing can improve their efforts to increase sales and profits, get new customers, or retain current customers. The answer is the same. I read the signs.

For the most part, airports and hotel lobbies the world over use standard conventions and protocols for signs. Unlike Mom, I do a fair amount of travelling so I am familiar with -- and can easily use -- these signs to quickly and effortlessly get us where we want to go. Take away the signs and I'd be lost!

The business world -- the world over -- also uses standard conventions and protocols for measuring business results. These measurements along with the answers to a few straightforward questions (see below) give us signs that indicate the status and direction of the company and its marketing effort. Unlike the day-to-day employees at a company who are sometimes too close and involved with the work at hand, I can objectively locate, assess and use the appropriate signs to provide more effective marketing solutions for a client. Again, without the signs, I'd be lost!

So what kinds of signs does Mosaic typically look for when it comes to assessing how well the marketing function is working for a company in reaching its goals or destinations? These vary given the situation a company is currently experiencing as well as their ultimate destination. In general, though, just a few signs to consider are:

• What is happening to sales and profits overall? By product category? By user category?

• When was the last time the company conducted end-user market research?

• What changes or trends are occurring in your market place?

• What does the company know and understand about what the customer really wants and needs as a result of using your product or service? (Note: We’re talking results and benefits here NOT bells and whistles, patents, etc.)

• What does the company know and understand about who its customers are and why they presently buy from that firm?

• What does the company know and understand about how it is different from its competition in ways that are imnportant to current and potential customers?

Or ask yourself...

• What does your company know about its key competitors? (If you think your company doesn't really have any competition - I strongly recommend you rethink that.)

• Does your company know who its key customers are this year? Are they the same as last year? Why/why not?

• Does your company know which of its products are making up 80% of your sales and profits this year? Are they the same ones as last year? Why/why not?

If your company is experiencing diffliculties reaching its destinations, if you're ending up at the pool when you really wanted to play blackjack, or vice versa, it could be you need some help identifying, reading, and following the signs of your business and your marketing efforts. Give us a call, we're good at that at Mosaic - just ask my Mom! Or better yet, ask our clients.

Remember, Mosaic creates customers and increases sales for business-to-business companies through specific project work, on-going retainer assignments or marketing coaching sessions.

Until next time.....

Rosemary Walter
847-483-5018
Rose1Walter@MosaicMM.com

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© 2004 Rosemary Walter, all rights reserved. You are free to use material from Mosaic's Monthly Marketing Tips in whole or in part, as long as you include complete attribution, including a live website link. Please also notify me where the material will appear. The attribution should read:

"By Rosemary Walter of Mosaic Marketing Management, Inc. Please visit Rosemary's web site at http://www.MosaicMM.com for additional marketing articles and resources on marketing for business to business companies."