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 Marketing Effectiveness |
Impact Presenters Change Your Thinking Change Your Results Or be left behind. . . |
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Common Marketing Pitfalls Many people believe marketing is "ineffective" at worst. But marketing mistakes are much worse than that – they can be disastrously expensive. Read about some of the most common pitfalls, and how you can avoid them. No one ever said marketing to baby boomers would be easy. Mature audiences receive messages differently, and boomers receive them differently than other mature consumers. Boomers have rejected the often inflexible behavioral patterns of their parents' generation, which makes them open – but also unpredictable. Enthusiastic in embracing what meets with their approval, they are particularly attractive to marketers who know that high-quality products will inspire valuable customer loyalty in this market segment. But what if you mess it up completely? It's a fallacy to think that marketing has either positive or neutral results. Ineffective marketing is downright harmful, since it means big losses for your company. And great marketing strategy is not only about doing things right, but also about what not to do. Some of the mistakes that commonly cost companies thousands of dollars, or more: Poor research. Consumer research and product testing can cost some time and effort, but short cuts on this front are really a matter of penny-wise, pound-foolish. Don't take shots in the dark – find out what your target market wants before you go delivering something else. Once you've implemented a strategy, follow up: collect data on how it went over. Wrong focus. What is the aim and purpose of your marketing strategy? Don't do it to build up the company's profile or image per se; instead, formulate plans with your target market in mind. No original concept. You need to distinguish yourself from the competitors – really. Develop a trademark offer or style of doing business that will set you apart. There are a lot of distractions on the old information superhighway – help your target market remember you despite everything. Poor customer service. Think customer service is the HR guy's concern? Think again. Yes, customer service is about personnel and how they do their jobs – but it has a huge impact on client response, so it's also a marketing thing. 80% of most businesses' transactions come from repeat customers: keep them happy. Forgetting the consumer. It couldn't really be more obvious, but most businesspeople still need to be reminded: it's the consumer, stupid. Your target market drives your business; never get so caught up in meetings and memos that you forget what you're there to do. There is a need, you fill the need, and you make sure you're target market knows you're doing it. These are big tips, but they're quite comprehensive. Avoid these errors and you'll be well on your way to the marketing successes that will make your business. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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