Home >> Press Area >> Marketing Tips 200504
Mind Your Ps and Qs
By John Joyce, President
Red, Incorporated
Strategic Marketing and Design
In my
last column I recommended that you devote some serious time to jotting down the things that you believe are unique about your business. More than likely, you didn’t do it, but that’s okay, that’s why I write this material for you – to help you with your marketing ideas.
With that in mind, I still promised to give you some ideas on how you could distinguish yourself from your competition – from a marketing viewpoint.
Here are some recommendations on how to set yourself apart from that competitor – Just mind your Ps and Qs:
- While price is certainly a consideration when marketing your product or service, don’t make that an overwhelming issue. It’s very easy for your competitor to come back and just lower the price (maybe again). Take price out of the equation.
- In this age of instant communication, don’t forget the personal connections. How often do you hear consumers say the reason that they shop at one place versus another: “I just like the people there!” A personal visit to your best customers should be a regularly scheduled mandate for yourself and your sales force.
- You can never promote your business too much. Oh, okay, maybe you can, but chances are, you’re not doing enough of tooting your own horn. You can do this easily – by word-of-mouth, flyers, direct mail, etc. You are only limited by your imagination.
- Question yourself often. If something doesn’t work, why do I continue to use the same tactics? Just because you have done something for years – and the growth is minimal – why not try something different?
- Quantify your successes and, in deference to the above recommendation, clone what it is that resulted in those successes.
- Finally, everything can be improved. Quality continues to be at the top of all consumers’ lists. No one wants a sub-par product or service. Quality isn’t just for the manufacturing process, either. Quality starts at the service counter!
Don't forget that no two businesses are exactly alike. Your business is different from any other - even in the same field - and even seemingly subtle differences may be important strengths that can set you apart.
For instance: a smaller business may be able to offer closer attention to a client's needs, or more customized product or service. A larger business may have more available resources to provide a customer. Your geographic location may give your business shipping, tax, speed or service advantages over competitors located elsewhere. Or, you may have unintentionally developed a niche clientele, which gives you a lot of experience serving the needs of a certain type of customer. Overlooking these 'accidental' advantages is a common mistake that businesses make.
If you have some experiences you’d like to share with your fellow chamber members, please
pass them along to us and we’ll gladly include them in a future column.
