Marketing tactics and tools to use

The marketing tool kit is really the Promotion “P” of the seven “Ps” of marketing. It is about telling your target prospects and customers about your products and services and persuading them to act in a way that you want. Many businesses and organisations think that this is the be all and end all of marketing. To be successful you must set clear objectives, plan your campaigns and monitor the results.

To use the tools to increase sales and profits always decide:

• Your objectives
• Your target audience
• Your message, what you want to say
• Your desired response, what you want customers to do

The tool kit comprises a number of tools that are outlined in this article in no particular order. Different businesses will use different tools to get their message across to their prospects and customers. It is unlikely that anyone will use all of the tools but using two or three in combination with each other can dramatically improve results.

For a free review of your current marketing activities and suggestions on how they could be quickly and simply improved please give us a call on 01226 290288 or email gareth@gapmanagement.co.uk.  My suggestions are free and yours to keep. Usually they cost nothing to implement.

Branding: Simply put this is the reputation your business has developed. It is not just for the Nikes of this world, the principles apply just as much for smaller companies and organisations. Branding should reflect your strengths and your beliefs. It is about the consistency of service and quality of your products. The image you portray and the way your company interacts with customers and prospects. It includes the way your premises look and feel, the vehicles you drive and the clothes your staff wear. Branding affects every way your business comes in contact with customers and prospects. Your business stationery and company literature are all part of your brand.

Word of mouth:  A free or low cost marketing tool. The best and probably most cost effective of the tools. It relies on recommendation from satisfied customers. When you receive an enquiry always ask who recommended your services, and then write and thank the person who made the introduction. This will encourage them to refer more people to you.

Advertising: Advertising can cover a wide range of options from a postcard in the local shop, to parish magazines, Yellow Pages, to national TV advertising slots. Whichever media is chosen it is vital to select the right one for your target audience, the customers and prospects you are seeking. Advertising is paid for unlike PR that relies on the goodwill of the journalist to publish your story. The purpose of advertising is to, inform, persuade, remind, present and create awareness. Some publications will offer advertorial features where advertising space also includes a news story.

Public Relations (PR): Often used with advertising but with a key difference. Unlike advertising where you have paid for an advert to appear PR is at the mercy of the journalist to use your story. They will only do that if they believe the story to be of interest to their readers. It is free and it is a valuable method of getting your message across but you should not rely on it alone. PR is a great way of communicating not just with prospects and customers but also other opinion formers and influencers, suppliers, distributors, banks and lenders etc. As well as sending stories to the press, PR can also be generated by giving talks to local groups, sponsorship, charity links and networking.

Direct Marketing:  A wide selection of tools is in this section of the kit. They include, mailings, telephone marketing, leaflet drops, fax broadcasts and email campaigns. As with any marketing the key to success is to carefully plan what you want to say, who you want to say it to and what you want the recipients of the information to do. Direct marketing allows greater accuracy of targeting. It can be done in small quantities, so is useful when you have limited budget or resources and can be used as a test for larger activates

For help writing copy for your sales letters call us on 01226 290288

Web marketing: The web is just another marketing tool and you must decide how you will use it in your business. It can help smaller businesses look more sophisticated and larger. It can be a source of sales leads or a direct selling method. Whatever the purpose, keep the customer in mind. Make it easy for them to find their way around the site. Provide clear contact details and company information. Remember customers buy benefits. Make sure you keep the site up to date and register with search engines.

If your web site is not generating the response you want take up our free offer for us to review the site and make suggestions as to how it could be improved. Just email gareth@gapmanagement.co.uk with your details and web address.

Sales Promotion: Probably the tool most people are most familiar with. It is not just for the supermarkets and can be used by any business. Everything from, buy one get one free, to coupons, to trade allowances, to price promotions, to point of purchase displays and charity links are promotional activities.

Personal selling: Here you must identify the customer’s need and demonstrate how your product or service solves that need. Be a good listener and ask active questions. Questions that start Who? What? When? Why? How? work best because they can lead to a discussion. Also useful is the phrase “ tell me about.” The answers to the questions will help you to fine tune your case. “In view of what you have told me my recommendation is.” Prepare how you will handle objections. Always ask for what you want and be prepared to close at any time. When the buyer has said yes, stop talking.

Sales Aids:  Use these to strength your case. Make them personal. If you are planning a demonstration make sure it works first.

Success comes from using powerful combinations of these tools, measuring the effectives of the tools and focussing on the customer.

About GAP Management

GAP Management helps business owners and managers to focus their marketing efforts to be more effective and to find win and keep customers, to grow their businesses and be successful whether they market in person, in print or on the web.

For personal help with marketing and sales to grow your business contact us on 01226 290288 or email gareth@gapmanagement.co.uk