Marketing Is Going to the Dogs

Is the whole concept of marketing your company, product, or service getting too overwhelming for you or your staff?

After all, you also have a business to run, fires to put out, and, in general, an overabundance of "things to do." Could be you are one of 45% recently surveyed marketers who said they were near burn-out.

There is no doubt that we are working too hard (see last week's issue of Business Week), but I contend that marketing - and good marketing at that - does not need to be hard, complicated, or all-consuming. Why do I say that?

Keep It Simple Stupid

I firmly believe that good marketing, like most things in life, is doing a few things correctly in a consistent and persistent manner. Get them started and keep them running and good things will result.

For example…
Everyday, on my way to lunch, I am reminded of this very simple truth as I read the sidewalk sign at the local pet shop: "Cute Puppies for Sale."

Granted, the specific tactics of this particular marketing ploy may have little to no merit for you, my non-retail, business-to-business marketing manager friend, but the simple genius of the principles behind it has EVERYTHING to do with you and growing your business.

Let's take a look...

Correct and Creative

This sign is the correct tactic for this business. Notice that this sign appears in a highly trafficked area (I - and many others - pass it on the way to lunch) and it sits right outside the store's location.

By including the word "cute" the owners have creatively and memorably communicated at least one of their key features and a true benefit of their store over others for me. This store sells cute puppies. Might the other pet stores sell ugly dogs? Who wants an ugly dog?

The inclusion of the "cute" also lets me know these are fun people with a sense of humor with whom it would be a pleasure to do business.

So ask yourself these questions:

• What one or two tactics are you using to market your products?
• Are they correct for your audience and what you are trying to accomplish?
• Are you over-thinking them or are you keeping them simple?
• Are they executed creatively?
• Are you connecting with potential customers in a memorable way?
• Are you differentiating yourself from competition?
• Do your marketing tactics put people off or invite them to see you as credible and easy to do business with?

Be My Guest... For KNOWLEDGE & BREAKFAST What: In the Know Business Resource Seminar sponsored by Consulting Resources Network, a group of Chicago area independent business professionals When: Nov 4th Time: 7:30 - 10:30AM   Where: Rosewood Restaurant 9421 Higgins in Rosemont Why Come: To learn more about a range of business management topics like E-business, unemployment compensation, protecting intellectual property, tax planning strategies, and, of course, marketing. There is absolutely NO FEE for this seminar and you are welcome to bring others from your company. The only catch is you MUST RSVP. Simply call or e-mail me for more details- Rose1Walter@MosaicMM.com or 847-483-5018. Hope to see you there!

Consistency (and Repetition) is King

That "Cute Dogs for Sale" sign is out there every day- cloudy or sunny, wet or dry. I never remember it will be there as I am running around during my busy day, but every day I am pleasantly surprised to see it. It breaks into my consciousness and reminds me that I saw it yesterday and the day before and the day before and….

The message doesn't change. I know where to go were I interested in buying a dog - and a cute one at that. I know how and where to place this establishment in my mind. And that is a result of consistency and repetition of the message.

So ask yourself these questions:

• Are my messages to the market place consistent?
  Do they hit the target market often enough to penetrate their consciousness in the midst of the customer's busy day?
• Have those messages been clear enough to correctly "position" my products in the customer's mind?

Marketing can be hard - or it can be easy. Most days it's in-between somewhere. On those days when it seems overwhelming, recite aloud (ok, maybe just to yourself) "Cute Puppies for Sale." This phrase has replaced the "Keep It Simple, Stupid" mantra for me as I find it to be more in tune with marketing efforts: its simplicity is obvious and challenges me to stay simple and focused in my efforts, and its humor encourages me to keep at this thing called "marketing."

If you need some help staying encouraged about your marketing efforts - and the mantra is just not enough - give me a call. Let's chat!

Remember, Mosaic creates customers 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

Quote of the Month

© 2005 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."