Buzz Marketing - Separating From the Competition
The goal of traditional marketing is to reach a target (targeted marketing - lead generation) and have that target respond back (conversion - sale). But the best impact for your business is when you reach out to an audience, they respond to you, AND others talk about it.
The sweet spot in marketing is where this is reciprocated back and forth – with both sides reaping the benefits of the relationship. While it’s true that we’re all in business to make money, that should not be our only focus. Our goal needs to be making money, but the relationships we build and how we create buzz through those relationships are the keys to a truly successful marketing strategy.
Let's say you're a local home improvement business. How can you compete with the world's largest home improvement specialty retailer and the second largest retailer in the United States with fiscal 2008 retail sales of $71.3 billion and earnings from continuing operations of $2.3 billion? Traditional marketing might be that you "advertise" yourself as a local business that has been in business for 100 years and hope that most of your existing clients stay loyal to you. You might get new clients that have something against the big retailers moving in and taking sales away from the smaller businesses. You could carry products your competition doesn't carry. All of these things are good. But does it get people talking about you? Does it create a buzz? If this is your only approach, then the only buzz you will hear is from cutting lumber!
Separate yourself from your competition by doing what they can't do and get people talking about it.
Imagine if someone from your company went out to a job site and followed up after a shipment arrives. You might do this twice a month or more. Take some coffee and bagels with you (be sure you bring enough for everyone). Hang out for a few minutes and ask questions. Get to know your customers and be attentive to what they are doing. Look for ways they might save time with a product they might not be aware of. You might even bring a demo with you and let them try it out for the day - then follow up the next day with a special offer. Ask them for feedback about the quality of service your company provides them. If you feel bold enough, come right out and ask about the large retailers in the area and ask why the customer didn't choose those companies. Really listen to what they say, as this information can prove to be very helpful when you're looking to further separate yourself from your competition.
Don’t have the time? Make the time – but be discerning. You can’t do this for everyone. Look at your current customer base and start with 2 customers that you would like to go the extra mile for. Look for a customer that does repeat business with you, and then build a relationship that shows real effort and attention on your part. Look for those relationships that have the best possible return when you start out, but also make sure you don’t limit yourself to only the top clients.
The time you spend reaching out to them might prove to be one of the best investments of your time.
Mutual Buzzing - The Key To Buzz Marketing is the corporate blog of New England Multimedia.
To learn more about how New England Multimedia can help your business build online credibility, build strong visibility and build brand loyalty -- affordably -- visit http://www.NewEnglandMultimedia.com or call us toll free at 888.409.1099.
The sweet spot in marketing is where this is reciprocated back and forth – with both sides reaping the benefits of the relationship. While it’s true that we’re all in business to make money, that should not be our only focus. Our goal needs to be making money, but the relationships we build and how we create buzz through those relationships are the keys to a truly successful marketing strategy.
Let's say you're a local home improvement business. How can you compete with the world's largest home improvement specialty retailer and the second largest retailer in the United States with fiscal 2008 retail sales of $71.3 billion and earnings from continuing operations of $2.3 billion? Traditional marketing might be that you "advertise" yourself as a local business that has been in business for 100 years and hope that most of your existing clients stay loyal to you. You might get new clients that have something against the big retailers moving in and taking sales away from the smaller businesses. You could carry products your competition doesn't carry. All of these things are good. But does it get people talking about you? Does it create a buzz? If this is your only approach, then the only buzz you will hear is from cutting lumber!
Separate yourself from your competition by doing what they can't do and get people talking about it.
Imagine if someone from your company went out to a job site and followed up after a shipment arrives. You might do this twice a month or more. Take some coffee and bagels with you (be sure you bring enough for everyone). Hang out for a few minutes and ask questions. Get to know your customers and be attentive to what they are doing. Look for ways they might save time with a product they might not be aware of. You might even bring a demo with you and let them try it out for the day - then follow up the next day with a special offer. Ask them for feedback about the quality of service your company provides them. If you feel bold enough, come right out and ask about the large retailers in the area and ask why the customer didn't choose those companies. Really listen to what they say, as this information can prove to be very helpful when you're looking to further separate yourself from your competition.
Don’t have the time? Make the time – but be discerning. You can’t do this for everyone. Look at your current customer base and start with 2 customers that you would like to go the extra mile for. Look for a customer that does repeat business with you, and then build a relationship that shows real effort and attention on your part. Look for those relationships that have the best possible return when you start out, but also make sure you don’t limit yourself to only the top clients.
The time you spend reaching out to them might prove to be one of the best investments of your time.
Mutual Buzzing - The Key To Buzz Marketing is the corporate blog of New England Multimedia.
To learn more about how New England Multimedia can help your business build online credibility, build strong visibility and build brand loyalty -- affordably -- visit http://www.NewEnglandMultimedia.com or call us toll free at 888.409.1099.
posted by New England Multimedia at
11:17 AM
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