1.03 – Controlling Your Marketing Program
Little details can make a big difference in closing a sale. Inconsistencies in your marketing program can hinder its effectiveness. Identifying and addressing these inconsistencies can significantly enhance your marketing efforts.
Consider eBay sellers who fail to post high-quality photos of their products and then wonder why they get few bidders and low prices. Upgrading their photography is an easy fix, but many fail to recognize the problem, allowing a critical part of their marketing mix to remain poorly managed.
If some elements of your marketing program are uncontrolled or inconsistent, make a list of these issues. You’ll likely find some in each of the four Ps of your program. Improving even one element to better align with your overall program can enhance its effectiveness. Use the following questions to identify areas needing attention.
Getting a Grip on Your Marketing Program
Define Your Customers Clearly
- Who are they?
- Where and when do they want to buy?
- Are they new customers, existing customers, or a balanced mix of both?
Understand the Emotional Elements That Drive Purchases
- What personality should your brand have?
- How should customers feel about your product?
Understand the Functional Elements That Drive Purchases
- What features do customers want and need?
- What information do they need to make a decision?
Product Attraction
Identify What Attracts Customers to Your Product
- What sets you apart in the marketplace?
- Do you reflect this uniqueness in all your marketing efforts?
Most Effective Methods
Determine the Most Effective Actions to Attract and Retain Customers
- What is the most effective way to attract customers?
- What is the most effective way to retain customers?
- Which of the four Ps (price, product, promotion, place) is most important in attracting and retaining customers?
Controlling Points of Contact
Evaluate All the Ways You Can Reach And Influence Customers
- Are you currently using the best methods?
- Do you need to increase the focus and consistency of some of these points of contact?
- What can you do to improve control over all elements that influence customer opinions of your product?
Action Items
Based on this analysis, draw up a list of actions you can take to maximize the effectiveness of your marketing program. This proactive approach will help you control your marketing efforts and enhance your overall strategy.
