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6 Keys to Commonsense Marketing

6 Keys to Commonsense Marketing. A lot of marketing boils down to principles that you already know. Lisa Cham, The Fixx Café and Pasta Bar, Kelowna. What is a Marketing Strategy?. A Marketing Strategy is the plan you will use to attract your best customers.

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6 Keys to Commonsense Marketing

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  1. 6 Keys to Commonsense Marketing A lot of marketing boils down to principles that you already know Lisa Cham, The Fixx Café and Pasta Bar, Kelowna

  2. What is a Marketing Strategy? • A Marketing Strategy is the plan you will use to attract your best customers. • Your message – the words, the looks, the ‘atmosphere’ are based on your strategy to attract your best customers. • Your tactics – ads, sponsorships, promotions etc are based on how to attract your best customers

  3. #1 Specialists make more money than generalists • Intuitively this makes sense to you doesn’t it? • Higher perceived value • More referrals • Spend less on marketing

  4. #2 Work the marketing success pyramid

  5. #3 Find & focus on heavy users It’s the old ‘80/20’ rule. If you were to walk into a room of 10 people, all of whom bought your product but only two of whom accounted for a full 80% of your sales, who would you be looking to talk to? 20% of customers will purchase 80% of your product

  6. #4 Better marketing = Less selling If you’ve identified a target market whose wants and needs are closely matched to your products and services, all you have to do is find a way of reaching them and communicating that connection. Selling becomes easy, effortless. People come to you!

  7. #5 Be customer focused Work from the outside in: • what do customers think they want? • what do customers think they need? Lisa Stevens, Johnny’s Fresh Meats & Deli

  8. #6 7/49 Connections It can take up to 7 contacts with potential customers before they become familiar with and warm up to a particular business On top of that, it can take up to another seven connections after each contact before a potential customer decides to purchase something from a business. So, it could take up to 49 contacts with a potential customer before the person actually decides to purchase from a business!

  9. REVIEW: Six keys to common sense marketing • Specialists make more than ________________. • 60% of your success comes from ____________. • Only ____ of your success comes from execution. Sara Bonner, Vancouver School of Bodyworks

  10. Therule of heavy users states that 20% of purchasers purchase ____ of a product. • Better marketing = less _____________. • Being customer-focused means working from the _____________. • It could take up to ____ contacts with someone before they buy.

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