Organizations that are successfully executing customer-centric strategies while seeking competitive edges and innovative strategies do one thing in common that will lead to their long term success:
They place the customer as the prime reason for every action they take within the organization. From the accounting department, through production and sales, into marketing and even the executive boardroom the customer is the most important focus for each and every activity that occurs.
In order to do this effectively the organization must develop a marketing plan that creatively incorporates customer values on many different levels.
The Marketing Plan
The successful entrepreneurs know that they have an advantage over the larger companies when it comes to the customer. They have the ability to get to know each and every client by collecting as much information about their spending habits, as well as their personal preferences and then utilizing that information to make the customer feel special. The larger companies often are focused on a greater mass-market target and cannot target individually, but the small companies run by the smart people, know how essential it is to take the time to get to know the customer and everything about them.
The Marketing Mix
Every successful marketing plan must encompass at least the following four essential points through answering these questions:
1) Product – What kind of product or service will meet the target market needs?
2) Place (Distribution) – How can we get the product/service to the customer in an efficient and timely manner?
3) Price – What kind of pricing system will best fit the needs of the market to induce maximum sales profitability and maximum customer satisfaction?
4) Promotion – What kind of marketing strategies will be most successful in getting the message to the target segment?
Do all marketing strategies need to be expensive? Not anymore. Even the company of one can develop excellent affordable marketing plans by utilizing guerrilla marketing strategies.
Guerilla Marketing Strategies
L. Conrad Levinson wrote a book about “guerrilla Marketing” a few years back where he explained how small companies can battle the bigger, more slow-moving entities through cheap marketing tactics. The prime points he specified are as follows:
1) Find a niche market and fill that market. – Trying to be everything to everyone will fail.
2) Don’t just sell, entertain the client. – Provide added-value experience through “atmospherics”.
3) Be unique in your product, service, and how you offer. – This will get you remembered and the customer will come to you to see what is different.
4) Create a business identitythat the customer can relate to. – People like relating to things.
5) Connect with customers on an emotional level. – It has been proven that 72% of all purchases are made on impulse regardless of how much prior research is done on a product in advance, therefore target the impulse triggers: emotions.
By focusing everything on the customer, the guerrilla marketer will create an unforgettable experience for the customer which will …