Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing – In the first part of our guide to becoming marketing active F2F Marketing Service Provider Agency in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success. In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase. What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals. Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved. In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business. If you have something to share on this topic, why not get in touch? Leave your comments below…

F2F Marketing Service Provider Agency in navi mumbai

Brands can learn

Stop assuming that people spend a lot of time thinking about your brand. They don’t. Many consumers wouldn’t care if brands disappeared from their lives. So, in order to create a lasting impression and connection, experiences need to be easy to understand. Simple. In particular, with uncluttered recognizable visual elements of a brand’s identity. Simplicity makes it easy to remember and increases the likelihood that what people take away and share are clear and consistent.

Remember: humans can be irrational and tend to make decisions emotionally. What people feel about a brand is as important, if not more so, than what they think. So, we must move them. Moving experiences are also relatable. Force your audience to pay attention by demanding an emotional interaction with your experience. Emotions are also tied to memory, so creating work that moves people can add to its impact, memorability and share-ability. Ninety-five percent (95%) of our purchase decisions, according to research by Harvard Business School professor Gerald Zaltman, take place unconsciously. And another professor at Harvard Business School, Francesca Gino, who studies emotion, focuses specifically on how simple, seemingly irrelevant, factors can have a significant impact on the choices we make every day.

Brands need to challenge themselves and not be afraid to do the “never been done before”. Make it original. While it’s important to take cues from pop culture – make sure to create something that is truly unique. Brands who are willing to do bold things that haven’t been done before tend to get better results, particularly when the objective is to create awareness, engagement and earned media. On the contrary though, brands that don’t embrace originality end up as “plain vanilla” – and I don’t mean the ice cream. When it is original, people are inclined to share it, and that is how we get an Instagram feed full of life-sized desserts.

Together, these three characteristics help ensure that an execution will be memorable. Drawing inspiration from these two recent activations—and beyond is a great starting point. We don’t need to recreate the yellow ball pit but we should challenge ourselves to create experiences that are equally or more memorable. Because with all of the change in the world, one truth remains constant: while the experience itself may be short lived, it brings a story to life and it’s the stories we live to tell.

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F2F Marketing Service Provider Agency in navi mumbai