Eight Keys to Marketing Success

Marketing can seem like a complex puzzle, and particularly during recessionary economies it can make or break a company.  Here are eight simple keys that will help you evaluate your promotional efforts and make improvements that will have a real impact on your bottom line.

Read these eight points and ask yourself, 'Is this the way we operate?'


1.  Marketing is at the core of your business model and you infuse your brand message into every level of the company and every person on staff.  Marketing is not an isolated department or a short list of activities.  It is a never-ending process that is ongoing throughout your business, every day, all the time.

2.  There is vision and purpose behind your promotional efforts - a cause that becomes the rallying cry of employees, partners and customers alike.  For example:  Dove's campaign for real beauty, milk (it does a body good) or Chevy's 'may the best car win' slogan.

3.  Customers understand and care about the value you offer and the position you hold in the marketplace.  Remember, you aren't truly differentiated unless your target market knows and appreciates the things that make you stand out.

4.  You have a marketing action plan in place and you follow it faithfully.  This can be as simple as a few page tactical plan that integrates all your marketing activities in one place and defines the mix, timing, responsibility and goals for each promotional task.

5.  You have realistic expectations for your marketing efforts.  It takes time for some activities to bear fruit and not everything you try will be a success.  Marketing is a constantly evolving, long-term endeavor and understanding that upfront can help you hit your targets in the end.

6.  You place the highest value on developing strong relationships with customers and partners, and you commit to delivering on your brand promise consistently.  Every interaction and every transaction should be a positive experience for each person or entity you deal with.

7.  You measure the effectiveness of marketing activities - adjusting campaigns along the way, testing consumer response, and maximizing ROI through flexibility and accountability.

8.  Your customer is at the center of every marketing activity and message.  Marketing isn't about you!  It's about the person you're trying to talk to.  Look at your marketing plan from the customer's perspective and ask yourself 'What would I want to see, hear or be offered?' - 'What would make me buy?'