Lisa Cham, The Fixx Café and Pasta Bar, Kelowna

6 Keys to Commonsense Marketing

A lot of marketing boils down to principles that you already know

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

#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

#2 Work the marketing success pyramid

#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

#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!

#5 Be customer focused

Lisa Stevens, Johnny’s Fresh Meats & Deli

Work from the outside in:• what do customers think

they want?• what do customers think

they need?

#6 7/49 Connections1 2 3 4 5 6 7

1

2

3

4

5

6

7

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!

Sara Bonner, Vancouver School of Bodyworks

• Specialists make more than ________________.

• 60% of your success comes from ____________.

• Only ____ of your success comes from execution.

REVIEW: Six keys to common sense marketing

• The rule 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.