All businesses undertake marketing activities.  At the very least they get business cards, a brochure, a website, maybe they undertake advertising, direct marketing campaigns or other targeted promotions.  Increasingly businesses are finding that even their best marketing efforts are not achieving results.

Over the next couple of weeks I plan to highlight a range of factors that are the difference between marketing strategies many businesses use and professional marketing strategies that work.

There are many off the shelf products that promise quick and cheap marketing solutions and ‘marketing’ consultants that rehash the same promotion plan for each business.  It may have ideas but it’s based on a one size fits all approach.  In my experience one size fits nobody. It’s the same as buying an off the shelf evening dress - rarely does it fit and rarely does it have the same results as a tailored made outfit.  Like individuals, businesses, even franchise businesses have unique elements that needs to be taken into consideration in determining what marketing is appropriate for that business. The more customised the marketing strategy to meet the needs of customers as well as the business, the more powerful the results.

Many strategies fail to consider the personal attributes of the business owner who let’s face it drives the business and the personality of the business.  There is no point suggesting publicity if the business owner is not comfortable speaking in public or being contacted by the media.  Another consideration is the balance of time versus money. Some businesses are in a position to outsource marketing activities and have the budget to do so, other businesses don’t have the time to implement certain strategies nor the skills or the money.  A unique solution to their situation needs to be created (although with the no time, no money scenario a wand may be the most realistic strategy!)  The people factor of the business is rarely taken into consideration yet it can make or break a business success.

Individual Business Factors That Must Be Taken Into Consideration for Marketing Strategy Success

• Goals
• People - staff and owners
• Talents - writing, speaking, being photographic, marketing experience
• Customers - target market, unique attributes
• Budget Available - immediate, future, options for outsourcing
• Time - available for implementation, learning new skills
• Assets - customer database, website, staff, research, skills, contacts

It can take years to build up a brand.  As well as lots of money, hard work and consistent performance yet it just takes months to unravel a brand.  Let’s look at Qantas.  Qantas 10 years ago was undisputably one of the world’s best airlines known for safety, reliability, quality aircraft, professional and capable staff, generous membership programs and a choice of extensive travel routes.

Something seems to be going wrong.  In recent months the media is full of stories about the poor performance of Qantas.  It seems as though this magnificent Australian brand which had an enviable position in the market place is truly unravelling before our very eyes.  There have been reported issues of safety, issues of reliability and my recent experience suggests a serious decline in customer service.  From a marketing perspective Qantas has mucked around with its most valuable assets - a strong competitive advantage difficult to copy.  Sadly they seem to becoming mediocre like many other airlines and with a new budget airline specialist as chief I am concerned what other poor decisions will be made that affect the customer experience.  Qantas should never have risked their safety and reliability.  An exceptional safety record is hard to achieve, hard for anyone to compete with and something most people are prepared to pay for.

Where is the original value proposition gone?  I don’t think the poor performance of Qantas shares can be solely blamed on the economic crisis!  Without turning this blog into a bash Qantas site, what are your thoughts?

Tips for a strong brand

• Don’t muck with your best assest
• Identify your key value proposition and protect it at all costs
• Consider the impact operational decisions may have on your brand

What’s going on with sales teams?  I thought everyone was desperate for sales.  We hear it on the radio talk back about times being tough and needing customers. Apparently not!

In Melbourne this week.  A woman (let’s call her Mary) who has the money and the need was looking for a car.  She walked into three different car dealerships.  Her behaviour suggested she was interested in buying a car e.g. opening car doors, looking at features, reading information etc.  The sales staff of two dealerships didn’t come out to say hello or assist Mary.  They remained in their offices talking to each other.   Mary left disgusted that there was no customer service and that no-one seemed to want to sell her a car.  Mary was perplexed as the car market in Australia is predicted to hit ‘hard times’ and Mary was under the impression that car dealers would be desperate for any sale.  At the third dealership Mary was greeted warmly, questions answered and Mary was taken on a test drive.  Mary loved the car and is considering purchasing.  She is no longer interested in test driving the other possibilities as service and responsiveness was more important and the third dealership seemed like a great place to buy a car from.

Major points

• What is keeping your staff from servicing customers? Is it worrying about the economic environment?
• If there is no one to serve customers how are you going to make sales?
• Beware of becoming a self fulfilling prophecy “times are tough no-one is buying” - maybe they can’t buy off you.
• If a person has made the effort to come to your show room at the very least they are a warm lead.
• How hard are your staff working to achieve a sale?
• Customer service is generally so bad that adequate service can delight customers
• People are still buying in “tough times”.

What are your thoughts and experiences?