by ScamperBranding - 20/10/2009
We are often asked the questions; “What is marketing?” and “how does it work?”. This information be found to point people to focus is on specific marketing techniques specific types of businesses. What we thought would be really useful, however to provide some information on the fundamental principles of Business Marketing. After all, the basic principles behind most successful businesses are fairly universal, so understanding fundamentals of business marketing can help you to make any business success.
What Is Business Marketing?
Put very simply, “Business marketing is the promotion of your product or service”.
It consists of two main elements:
- Location – getting yourself in front of your target customers
- Message – saying the right thing
Location
If your target customers don’t know that you exist, then you don’t exist. Location is about getting yourself in front of your target customers.
You need to make yourself:
- obvious in places where they will see you frequently (to raise brand awareness)
- easy to find in places where they will look for you and your type of services
Location (or Positioning) is not just can be broadly split into two types. Natural Positioning and Interruptive Positioning.
Natural Positioning
Natural Positioning is getting yourself in places where your target customers will naturally stumble upon you, and will easily be able to find you if they are looking for you or your type of services. This includes:
- being available for sale in the right shops
- displaying in the appropriate section of the store
- having a stall in the right location
- ranking highly for your most important keywords on major search engines (SEO)
- being listed in appropriate directories e.g Yellow Pages, tourist board etc
- pay per click Web advertising (PPC)
- magazine, newspaper and online news stories and articles
- trade show stands
- public seminars
Interruptive Positioning
Interruptive Positioning is more active in its approach and involves seeking out your customers and trying to get their attention. Of course, there is some overlap between the two types of positioning, but broadly speaking Interruptive Positioning includes:
- TV and radio adverts
- pop-up Web adverts and banner adverts
- posters and billboards
- direct mail
- cold calling
- newspaper and magazine adverts
By virtue of the fact that people are much more receptive to new things when they are relaxed and are actually looking for them, Natural Positioning is generally a more effective form of business marketing. It does of course depend on the specific circumstances.
Message
It’s not what you are, but what your customers think you are that really matters. Messaging is the art of good presentation.
Whenever your brand comes into contact with your target customers, you should aim to communicate the following four points:
- Who are you?
- What do you have to offer?
- Why should they care?
- How should they respond? (Call to action)
Messaging covers all aspects of your brand presentation and can include not just words but also imagery, smells, taste and sounds if appropriate.
An effective brand message should have the following qualities:
Impact – if they don’t notice you, then you don’t exist. Dare to be bold and different to make you stand out from the crowd.
Clarity – if they don’t understand what you said, then you didn’t say anything. Try to communicate your message simply and clearly.
Conciseness – people are in a hurry, and if you waste their time they’ll move on to someone who doesn’t. Prioritise quality of message over quantity of message.
Positivity – what you think about your brand will reflect in what others think about your brand. Believe in what you’re offering and let your enthusiasm show.
Honesty – trust is the foundation of any relationship. Build a strong brand by being open and honest with your customers.
Relevance – make sure that you don’t waste any opportunities. Once you’ve got someone’s attention, you need to focus on communicating key point of your message and pitch it at a level that your audience can relate to.
Interactivity – help your customers get involved in your business and fall in love with your brand. Make them feel part of something special and build a mutually beneficial relationship.
Simple Business Marketing
Think carefully about where to position your business in terms of physical location and its presence in the media and online. Get yourself in the right places and present an attractive, simple and compelling message, and you’ll be well on your way to developing a successful business.
Business Marketing is certainly not a guaranteed science, but understand and apply these fundamental principles, and you can take a lot of guesswork out of the equation and save yourself a lot of time and money.
