mbi Marketing

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Engaging with Social Media [Promotion]

I see this blog as a ‘service’ to support understanding behind any common misconceptions by that other guy, who ‘knows’ what “marketing is“.   In my opinion, only your customer knows what marketing-is, and that is what appeals to her.

Here’s a simple presentation about the social media.  I like this approach because it gets the important things out there.  You’ll notice too that the focus is on the ‘new media’ as media, that is a channel to deliver your message [Promotion].

Five Steps To Using Social Media to
Make Your Next Event A Massive Success
“, by Stephen Nold

You can’t just leave your message and communication to technology.  A lot of people do, and if you make enough noise, someone will notice you, even if it is just to “close the door” so that they no long hear you.

That’s why to me, your promotion strategy needs to be solid around the service (and product) you provide.   If your customer isn’t on the latest craze, it doesn’t matter what you tell them, and you probably won’t to too much damage to your brand, either.

For me, I’m asking for the pay-back on your investment in time, passion, creativity and above all OPPORTUNITY that you donated to the universe because it seems likely (just to me) that all of marketing is strategic in nature, and when it isn’t then it isn’t “marketing”.

Media selection is about the message and the promotion.  “Media” isn’t an answer, it is just one of the questions in your promotional mix. W I S H

2840 May, 2009 Posted by | i-marketing, media, message, Promotion | , , , , , , , | Leave a comment

Great Location [place]

Scenario

Imagine a shop front in a great location in a busy commercial centre; there’s lots of people traffic and the store sees many passers-by during the lunch period and early evening. This position has popular cafes, fast food and lunch outlets either side and on the opposite side of the street and it is probably losing money judging by the higher business volume the competing fast food stores enjoy.

Problem / Opportunity

Our shop is in a profitable location, with lots of competition, from substitutes and new shops frequently come and go (see: Porter, 2008). My comment, is that people can be a lazy when it comes to exploiting a good position.
When many people are making money selling buttons, it is smart to sell buttons too and “get me some of that“, when there’s lots of customers and not too many button sellers. In this example, the competition sells more buttons (or take-away food, in this case). What do you do?

Possibilities

I like to make sure there are options and contingency plans, so I always look for more than one pathway forward. The first thing we do is analyse the people-traffic, and imagine ways we can create our opportunity.

  1. Make your niche: We establish distinct benefits that make us an attractive alternative. In the take-away space, plan to be a favourite rather than exclusive. We can boost success by offering variety in our shop, so the customer doesn’t need to check the other shops to get more choice.
  2. Move sideways: In our example take-away precinct the options are to move up-, left-, back-, right-, or down- market in this location. A new rustic feel cafe just opened a couple of doors away.
  3. Outside the box: Is by definition, something completely different like an aquarium & gallery with pretty fish and stunning art for sale.
  4. Compliment the area: With many take-away shops nearby the area is ready for a complimentary offering like a place to check your email, listen to yor iPod while you eat.
  5. Clothing or fashion: After eating shoppers like to browse.
  6. Break the mould: Companies like Fruitopia have demonstrated that people want better, healthier take-away eating choices. In our take-away precinct there are lots of the expected options like burgers, chips, noodles, etc. This is a specific kind of side-ways step.
  7. Express your self: Think of a retail space like any other resource, its value is the cash flow it can bring in. In this example the basic features of location, people traffic, predictable visitors/time profile. And it’s a good bet it is loosing money now, so the price could be right. Ask yourself what can you do with that kind of opportunity?

Learnings

There can be many ways to make your customer happy especially when he or she has comes to you — That’s the value of location. To benefit from a location, we need to look at how to translate existing features into customer value. The short list above takes a customer focus to look at this shop’s situation.
There’s no reason we can’t improve the existing operation the same way. The important things are to think fresh, do the right sums and meet the customer, avoid attempts focusing on the customer meeting you … In the way all the shops in that precinct focus on the customer engaging them.

2139 February, 2009 Posted by | case study, customer, location, marketing, Place | , , , , | Leave a comment