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3 CONTENTS Preface 5 1 What is Marketing? 7 2 Common Marketing Types (I) 13 3 Common Marketing Types (II) 20 4 The Marketing Mix 26 5 Communicating the Right Way 31 6 Customer Communications 36 7 Marketing Goals 41 8 The Marketing Funnel 47 9 Marketing Mistakes (I) 52 10 Marketing Mistakes (II) 57

Business has only two functions-marketing and innovation. Milan Kundera

5 Preface Thanks to the rise of technology and social media, the world of marketing and advertising has become bigger than ever. Marketing has gone beyond the classic printed ads, billboards or even television commercials. Unfortunately, this can cause any company to become confused or even intimidated about getting their product or service out into the market. But if we can learn the right strategies with the right tools, we can break into the marketing world without fear or hesitation.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker

7 Chapter One: What is Marketing? Sometimes marketing is confused with the simple act of selling or increasing sales. But, marketing is the channel companies take to grab the customers’ attention and bring them to make a purchase. A team often manages marketing since the job itself can cover many different tasks and duties. It is often the first step in building a relationship with the customer and building brand recognition. What is a Market? A market is loosely defined as a medium where customers and sellers with shared interests and desires conduct business. For example, there is a transportation consumer market. A market has a broad definition, and it is necessary for marketers to find the customers in the market who will purchase their products. The process of identifying potential customers is finding a target market. Target markets generally consist of individuals who may or may not interact with each other, but they do share many common characteristics, such as values, interests, or buying habits. However, identifying similar traits is not all there is to a market – it also requires potential customers who have the interest and income to make the purchase. This is why defining and building a market for any company requires extensive market research.

Marketing is Not Selling Many people confuse the act of marketing with the act of selling because both involve the act of interesting customers so that they purchase your product. Selling occurs when the customer purchases the product or service. Marketing, however, is the art of grabbing the potential customer’s attention, which will, hopefully, lead to a purchase. The goal of marketing is to leave an impression on the consumers, making your brand more recognizable and memorable to them. The key to marketing is providing knowledge about your company and your product, service or your brand. Your brand is what sets you apart from the competition. The more customers know about your brand, the more desirable the end sale becomes to the consumer. Building the brand and the brand awareness are the key points of marketing that can set it apart from selling. Branding: • Connect with customers: Reach customers on a personal level with different marketing methods. • Anticipate needs: Use research to keep up with market trends. • Be consistent: Always be consistent in your image, product, and customer service. Sometimes the marketing process can take multiple touch points over a period of time, which is why marketing is not for the impatient.

9 Understanding Customer Needs Since marketing is based on what will bring the customer to your company, it is only natural to consider the customers’ needs and wants. Remember, your customers are your target audience, and you must address their needs and desires directly. A company cannot market a new brand of men’s socks to a target of new mothers! Points to consider: • What does the customer want? • What does the customer need? • What is something that will benefit them? • What makes the customer want to buy from you? Understanding your target market requires market research. Basically, you must consume all the information you can about your customer base. Some research is available in the form of government statistics, but you must find some of the information from the customers directly. Direct sources include surveys and focus groups.

Defining Your Product or Service Before you can begin to market your company’s product or service, you must define what it is and what it can do for the public. Your product is what you offer to the public, but you cannot market your product to someone if you cannot first identify it yourself. Start with a definition of the product and what its entails. Outline specific characteristics along with the pros and cons of having it. Outline how it can benefit the consumer and what it can offer them once they buy it. What is its value? What would the customer be willing to do to have your product or service? These pieces should bring the product puzzle together and help the marketer achieve a clear picture of what is being offered to the public. Tips to remember: • Know all aspects of the product or service. • What does it offer the consumer? • Define its qualities and benefits. • Determine who your target audience would be.

11 Practical Illustration When James opened up his restaurant, he was sure that people would love it. He sold hamburgers, and he reasoned that everyone loves hamburgers, so he was surprised when business was slower than he expected. He had a prime location in a wealthy, new suburb, so he knew that the people in the area could afford to eat out. James finally decided to perform a survey of the area to better understand his customers. He learned that most of his market was made up of health conscious individuals who avoided hamburgers and fried food most days.

There is no such thing as soft sell and hard sell. There is only smart sell and stupid sell. Charles Browder

13 Chapter Two: Common Marketing Types (I) As consumers, we know that there are many ways companies market their ideas and products, including television ads, newspaper flyers, websites, or coupons. Sometimes it can be confusing to determine which methods of marketing will work for your product, but if you familiarize yourself with the different ways of marketing available, you can make the best decision. Most people find mixing the marketing types to be most effective. Additionally, customer surveys will help determine which methods are the most effective.

Direct Marketing Direct Marketing is a form of marketing that allows the business to advertise directly to the customer or consumer. Some examples include direct emails and catalog distributions to a specific address. This form of marketing emphasizes the need to focus on the customers and their wants and needs. This is based on demographics data, which can help grow a customer base as well as gather information for market research and product improvement. Direct marketing is effective when aimed at the target market. For example, think of a toy ad that grabs a child’s attention or a coffee ad that is aimed toward adults. This allows the company to create a “call to action” declaration, such as the phrase “Visit our website now!” or “Have your parents call this 1-800#!” These calls to action pull customers back to the company. Examples of Direct Marketing: • Phone calls • Text messaging • Outdoor signs and billboards • Interactive web pages • Catalog distributions • Promotional letters or offers

15 Active Marketing Active marketing is similar to direct marketing in that it still focuses on the individual consumers and their wants and needs. However, the approach and follow through is much different. Active marketing aims to build a relationship with the customer and use fewer “tactics” to lure them. With this method, marketers will focus on a specific customer who is addressed individually. For example, a telemarketer call addresses the individual consumer, or a networker meets with customers face to face. The most common active marketing methods are online, since they usually provide more ways to form relationships such as, blogs, online forums, and even instant chatting – as long as the marketer is interacting with people and not just posting material one way. Examples of Active Marketing: • Cold calls • Answering questions in an online forum • Responding to blog posts • In-person networking • Personal sales or interviews

Incoming Marketing Incoming marketing, also known as inbound marketing, is a type of marketing that is designed to draw in the customers by providing them information and providing opportunities to inquire back for more. This form of marketing is typically one-sided since the company will often bombard the consumer with information and wait for a return response. With these tactics, the company is hoping to address the wants or needs of consumers and let them know that the company can fill them. Incoming marketing makes it easy for consumers to find their product in online search engines and catalogs by using precise key words and phrases. This is a great tactic for reaching out to a large target audience. It does not always, however, create a personal connection with customers. Examples of Incoming Marketing: • Search engine optimization (SEO) • Company web pages • Blogs • Social media, such as Facebook or Twitter

17 Outgoing Marketing Outbound marketing is similar in many ways to active marketing because it sets out to introduce a product or service to the customers, even if they are not necessarily looking for it. This is the traditional method of marketing. It includes television commercials, radio ads, and banner ads on web pages. This is often the easiest way to market to customers because the company can advertise information in many different ways and target more people at once. They give out enough information to make customers aware of what they have to offer and then lead them back to the company. It’s like casting an open net into the ocean and hoping to catch a certain number of fish. While this will bring in customers and spread the word about your company, you may be spending more time and effort casting the net rather than reeling in the fish. Examples of Outgoing Marketing: • Television commercials • Magazine ads • Telemarketing calls • Internet ads and web pages

Practical Illustration Pat chose to use only outgoing marketing when opening a new flower shop. The ads were expensive, and Pat did not see the ROI expected. She increased the marketing budget, but the results were limited. Finally, Pat decided to use different types of marketing to determine which styles would be most effective. After 6 months, she saw a large increase in customers. After crunching the numbers, she realized that incoming marketing provided the largest ROI, leading to 30% of her sales, and she adjusted her marketing budget accordingly.

19 Good advertising does not just circulate information. It penetrates the public mind with desires and belief. Leo Burnett

Chapter Three: Common Marketing Types (II) Marketing has gone beyond our usual, run-of-the-mill methods. New technologies and pathways for reaching out to the public are emerging every day. In this fast-paced and fast-moving society, our marketing tactics have to keep up with the times and be in tune with what the people are interested in. Using the same old methods of yore will only leave your company in the dust while your competitors race ahead into the future. Guerrilla Marketing Guerrilla marketing is a type of marketing that utilizes unconventional methods that are meant to ‘Wow!’ the consumer. Common examples include flash mobs and billboard graffiti. Have you ever seen a sticky note mosaic on the side of a door or window, or sets of paw print decals on the floor leading up to a pet food store? One of the most famous Guerrilla campaigns was for the Truth campaign that raised awareness against smoking and tobacco use. They had street displays with interactive ads and “fun facts” about tobacco, its addictive nature, and the deception of tobacco companies. These marketing tools are typically over-exaggerated and unconventional, and they appear in unexpected places. They are meant to create a unique visual perspective and engage the consumer’s imagination. Although the displays or attractions appear large scale, they have a low cost since they rely on time and imagination rather than money alone. They also require less manpower to run and can save on a number of costs in the marketing budget. On the downside, however, some people find guerrilla marketing tasteless and offensive.

21 Examples of Guerrilla Marketing: • PR/public stunts or acts • Oversized posters or displays • Product or prize giveaways on public streets • Interactive billboards or advertisements B2B Marketing B2B marketing (also known as business-to-business marketing) describes the type of marketing that occurs primarily between businesses, such as between manufacturers, retailers, or even suppliers. In business terms, B2B marketing is often greater than marketing to normal customers. This is because businesses secure pathways or networks with other businesses to help themselves. For example, a sushi restaurant can’t stay in business without fish. But do they buy fish from your company or a competitor’s? B2B marketing can be a challenge because it does not always involve the typical methods of marketing for the public, such as television commercials or radio ads. A company is more likely to draw in business marketing when they make a more direct approach to their target. Therefore, a lot of B2B marketing is done through networking, face-to-face meetings, and live presentations.

Examples of B2B marketing: • Direct calls or sales to other companies • Promotional sales • Special business offers or coupons • Networking and social meetings B2C Marketing B2C stands for Business to Customer marketing, which focuses primarily on marketing directly to customers and potential customers. The ultimate goal of B2C marketing is to turn the customer from a shopper to a purchaser who is willing to invest in the company. These marketing tactics usually include direct methods that attract customers in the moment, such as store vouchers or sale discounts. Many companies use B2C marketing to help build loyalty programs. For example, they offer customers coupons or purchase rewards for continuing to buy from them. While this type of marketing will bring in many customers, it can be difficult to maintain if the company does not keep up with the competition offering better rewards. Examples of B2C marketing: • Store coupons • Display flyers • Instant discounts • Buying points or rewards

23 Promotional Marketing Similar to B2C marketing, promotional marketing is used to entice customers to make a decision quickly, on the spur of the moment. Some of the most popular methods include contests in which customers can enter by making a purchase, such as a sweepstakes or giveaway. Although this type of marketing can seem short term, the key is to link several promotions or campaigns together to lure customers in over time and keep them interested. Customers love taking a chance for a big prize, especially for things they would normally buy. They will be drawn to these rewards and incentives. Promotional marketing is another useful method of building customer loyalty. However, it is important not to make the timing too predictable or customers will wait exclusively for the promotional marketing incentives to buy. Examples of Promotional Marketing: • Sweepstakes entries • Cash back incentives • Raffle tickets • Chance for free gifts

Practical Illustration The CEO of Happy Time Party has a small marketing budget, but needs to expand the customer base. He asks his employees to use guerrilla marketing. His young employees think that a flash mob is the best solution and organize a time and place via Twitter and Facebook. The mob meets at noon in the parking lot that holds the company’s store front. They draw a crowd, and the flash mob makes the news. In some ways, the technique is a success. New customers are drawn to the fun loving company. However, the company does lose a few customers who feel that the mob was inconsiderate to neighboring businesses.

25 What really decides consumers to buy or not to buy is the content of your advertising, not its form. David Ogilvy

Chapter Four: The Marketing Mix The marketing mix is also called the 4 Ps of marketing. The 4 Ps are product, price, place, and promotion. Marketers use these tools to attract and satisfy their customer base. Each element of the marketing mix is linked to the others, and they all need to be carefully integrated and coordinated to be effective. If the marketing mix is handled correctly, it will satisfy the target audience and create support for the brand. Product A product is what the company sells. It may be an object, service, or program. The product is created to meet the target audience’s needs, which gives the product value to the customer. Products typically run the course of their usefulness in a basic life cycle. Life cycle: • Introduction: The product is introduced to the market. • Growth: The market accepts the product. • Maturity: Sales begin to slow after the market is flooded. • Decline: The product no longer meets the needs of the target market. It is possible for a product not to follow the traditional life cycle for different reasons. For example, a product might avoid the

27 life cycle if it does not meet the needs of the target market in the first place. It is also possible to skip stages of the cycle. The best way to ensure that the product is still relevant is by monitoring the revenue, market position, and customer feedback. A product that is not performing should be removed from the market. Price The second part of the marketing mix is price. The price is what the customer pays, and it affects purchasing. A high price will discourage buying, but a low price may require a cut in product quality. Pricing is complex, but there are two basic pricing methods: value based and cost based. Value based: This method of pricing is what the company believes the customer is willing to pay for the product. For example, parking may be based on a value based system rather than the cost of the space itself. Value based pricing is driven by supply and demand. Cost based: Cost based pricing is based on what the product actually costs to make. The costs are added up, and the price is based on what it takes to cover the costs and make a profit.

Promotion Any communication about the value and benefits that you have to offer is a promotion. People often confuse promotion with marketing. Promotion, however, is only one part of the marketing mix. It is important to balance promotion with the other Ps. There are many different methods of promotion: • Advertising: This is used to reach a mass market. • Selling: This is small group or one on one communication. • Publicity: This includes mentions in the press or online. • Word of mouth: Customers are part of the promotion process, and word of mouth should not be ignored. Place The place is where a customer purchases and receives your product. Having the product reach the customer typically involves 20% of the cost. This affects the price in the marketing matrix. The place will vary according to each business and the needs of the customer. For example, an exclusively online business will not need a storefront but will need a storage facility. The method of delivery must also be chosen based on customer and business needs. Practical Illustration

29 Casey noticed an 18% decline in sales of printers after the first few years of business. She decided to improve sales with marketing and engaged in different promotional strategies. Casey doubled the marketing budget, but she did not see a significant ROI. She finally hired a consultant who determined that her product was dated and customers were unwilling to pay the established price point. Casey updated her product and used a value based pricing system. This lead to a 23% increase in sales.

Bad human communication leaves us less room to grow. Rowan D. Williams

31 Chapter Five: Communicating the Right Way Communication is essential to successful marketing. Poor or unfocused communication will not help close a sale. Communication requires practice, understanding of value, and entertainment. It is also essential that all communication occur through the media that will best reach the customers. The Marketing Pitch The marketing pitch is a traditional method of communication. Done correctly, it will create interest in your product. If it is done incorrectly, potential customers will lose interest quickly. The pitch may take place in person or online. Regardless of the method, there are basic steps that will improve the success of the pitch. • Be concise: Pitches need to be short and focused (30 seconds to 5 minutes, depending on your situation). A pitch is an introduction; so do not overload it with information, and never ramble. • Write it down: Write down your pitch ahead of time, focusing on a few unique selling points. • Practice: Practice your pitch in the mirror and in front of others. Make changes as necessary.

Sell Value, Not the Price When communicating with consumers, the message shouldn’t be all about better or lower prices; it should be about the value and service you can offer. Only 1/3 of customers completely base purchases on price. Most customers are looking for value. In order to sell value to customers, you need to understand what it is they value. Knowing your target market is essential to this process. For example, young, eco-friendly customers are willing to pay more for products that reduce their carbon footprints. Once you have established the values of your market, you need to follow a few basic guidelines. • Link company strengths with value for consumers. • Be confident on your product. • Offer extraordinary service. Fun and Entertaining is Powerful Communication should be all facts and figures. While it is important for potential customers to understand everything that you have to offer, you need to catch and maintain their interest. Fun and entertaining communication will easily catch the interest of your target market. Additionally, entertaining content will help customers forget that you are trying to sell them something, and they are likely to discuss the marketing attempt with others. For example, consider the commercials that air during the Super Bowl and how much attention people are willing to give them.

33 Choosing the Right Media It is impossible to communicate with your target audience if you do not use the correct media. For example, overlooking social media for younger customers will almost guarantee that they do not receive your communication. Choosing the right media depends on your customer and your budget. Types of Media: • Radio: This media only reaches a small group, but you can focus exclusively on your target market. • Television: The media reaches a broader group, but it is expensive and the message may be ignored with DVRs. • Publications: Reach your target market in specific publications. • Internet: Banner ads and SEO broaden the market. • Social media: Social media allows customers to follow and share, but it requires monitoring and maintenance.

Practical Illustration Nick did his homework before opening his small business. He took the time to study his target market and what they value. After reaching this understanding, Nick created charts and graphs proving that his product would best meet the needs of his customers. He showcased this information in different communications with customers, and he was surprised when his sales were short of his projections by 15%. He was further surprised that his competitor’s sales were growing. After careful observation, Nick realized that the consumers found the competitor to be more memorable and entertaining.

35 You need to give customers what they want, not what you think they want. John Ilhan

Chapter Six: Customer Communications Communication is never one-way. What your customers communicate with you is just as important as what you communicate with them, if not more so. You need to listen to and value communication from customers. They will provide valuable information that can guide your company to success. When your customers communicate, you must respond, whether it is on an individual or group level. This may require making changes within the company. Give Your Customers a Voice Most customers will not call managers and CEOs to provide companies with information, and they would probably be ignored if they did. Customers need to feel like they have a voice in the company; they need to feel that they matter. If they do not have a voice, they are likely to take their business elsewhere. The voice provides customers with an outlet for communication. The methods of communication can include customer surveys, focus groups, interviews, and rewards programs. Providing customers with a voice and encouraging them to communicate may show problems that you do not want to recognize, but addressing these problems will also increase customer retention and improve the brand’s reputation.

37 It's Not About You, It's About Them All communication with customers should be considered from the perspective of a customer. Thus, when you advertise, you should focus on how your clients’ or customers’ lives or businesses will improve with your product. You need to connect with the customers to reflect what they value in your advertising. Take a moment to consider customer feedback, and go out of your way to engage your target audience. This will provide you with the information that you need. For example, if your audience is made up of busy working parents, show them how your product will help them save time. Give people ways to improve their lives, and you will earn customers. Every Interaction Counts When you manage the customer relationship correctly, you will retain customers and attract new ones to your organization, so train your employees in customer service. Every interaction an employee has with a customer is a marketing opportunity to promote your company or brand. If an interaction does not go well, you risk losing the customer and damaging your brand. Customers should be treated with respect and courtesy at every opportunity. This includes face-to-face encounters, phone conversations, and internet conversations. Never waste an opportunity to endear your brand to customers.

Answer Questions Honestly Customer communications usually leads to questions that must be answered. How you handle and answer these questions will have a lasting impact on your customer relationships. It is important to communicate honestly and effectively when you answer customer questions. Tips to answer questions: • Listen: Do not treat all complaints the same. Listen to what the customer is saying before you provide an answer. • Be respectful: Communicate respectfully with the customer, even when the question is annoying or the feedback is wrong. • Answer honestly: Give honest answers, even when they will not satisfy the customer. Lying will only create distrust. • Answer individuals: Customers recognize standard answers and form letters. This makes them feel that you are not listening.

39 Practical Illustration Jane noticed a 27% drop in her sales after two years. She increased her advertising, but it became clear that her problem was retaining customers. Jane decided to observe her store on her days off. She was appalled at what she saw. Employees either ignored customers or treated them like interruptions. Jane had no idea that this behavior was occurring while she was gone. She immediately, implemented an employee training program and let go of any employees who held on to their sloppy ways. She also created surveys for customers to provide feedback and share about the details of their purchase. After six months, her sales increased 25%.

Setting goals is the first step in turning the invisible into the visible. Tony Robbins

41 Chapter Seven: Marketing Goals Marketing goal provide the direction of your marketing campaign. Without goals, it is impossible to know what needs to be done. Goals need to be long-term, broad, and provide aspirations for what you want to achieve through marketing. Once the goals are established, you need to create specific objectives and plans to help reach your goals. Brand Switching Increasing your market share is one of the main goals of marketing. Customers are not easily swayed from choosing a product or service they have become accustomed to and used for a long time. Having a customer choose your unknown product over your competitors known and trusted product takes a special set of circumstances. Releasing a new or improved product is a great time to make that push and poach consumers away from your competition. Despite your goal for brand changing, customers do not always accept change easily. The transition requires effective advertising. The marketing needs to focus on improvements for the customer, but it also needs to show advantages in price, quality, and availability. Switching can also move the other way, so listen, and give your customers a voice and they will feel more connected. It will make it harder for your competition to steal your market share.

Repeat Purchases Repeat customers are essential to your business. They make up a majority of your sales, and you can count on them to share your brand with their friends. It is important to remember repeat customers on your marketing campaign, especially since you spend less money engaging repeat customers. Repeat purchases require you to build relationships. Fortunately, there are different ways to improve relationships with customers and create repeat purchases. They are found in a variety of marketing strategies. • Customer service • Loyalty programs • Incentives • Personal communication • Direct mail Brand Loyalty Brand loyalty is the loyalty that customers show to your brand. This can be seen through actions such as repurchases, and paying more for the products than competitors charge, and investing time in the purchase. Think about the lines at stores when the iPads were released. Loyal customers can be turned into brand champions for the company. Brand champions provide the word of mouth marketing that will improve the brand and increase the customer base.

43 Brand Champions: • Draft them: Find satisfied customers who fully understand and appreciate your brand. • Interact with them: Thank brand champions for their purchases, surveys, comments, and contributions, and begin building a closer relationship with them. • Give them perks: Offer brand champions loyalty rewards and special perks for providing testimonials or sharing your brand with others. • Listen to them: Champions provide excellent feedback. Take their praise and criticism seriously.

Inform and Educate Marketing must do more than appeal to emotions, certain marketing methods need to inform and educate customers. The best way to inform customers and educate people about your product is through content. Content is provided through different media: • Blogs • Webcast • Social media • Newsletters • White papers The content needs to be relevant, interesting, and well written (or well edited in the case of a webcast). When creating content, it is important to focus on one topic at a time, and use subheadings to break up information. This will allow customers to focus on small portions of information at a time.

45 Practical Illustration Market research indicated that customers were switching to online news magazines, so Hank decided to create an e-zine and stop physically publishing his periodical. He expected a smooth transition, but customers complained and he lost 12% after announcing the shift. Hank called his mentor to discuss the problem. His mentor told him to market the benefits of the changes. For example, the price could be reduced because the cost of creating an online publication would be reduced. Hank took the advice and even offered discounts to customers who recommended the publication to others. He was not able to retain all of his customers, but he was able to gather new ones.

Don't be afraid to get creative and experiment with marketing. Mike Volp

47 Chapter Eight: The Marketing Funnel Market funnels are traditional tools used by marketers. The marketing funnel contains the stages that a customer takes on the way to purchase your product. The funnel may vary slightly, but there are basic stages in the AIDA funnel that remain the same. These stages are awareness, interest, desire, and action. Awareness The first stage of the marketing funnel is Awareness. This is the stage where the consumer is first exposed to your product. There are different ways that a customer can become aware of a product. For example, word of mouth creates awareness. Other methods include discovery through communications and successful marketing. Awareness can lead to the next stage of the funnel, which is why you must do everything that you can to ensure that awareness is always a positive experience. Pleasant shopping experiences will create positive word of mouth, and effective marketing will generate positive attention. Interest The second stage of the marketing funnel is interest. When awareness is positive, interest will develop. This occurs when the customer actively shows interest in your product. There are specific strategies that will help develop interest and move the customer along to the next stage of the funnel. Specifically, you need a value proposition for the product.

Create a value proposition: • Advertise benefits • Show advantages over competition • Show how it will solve problems When you successfully engage interest, customers will be able to reach the stage of desire. Desire Once a customer has developed interest in a product, desire is not far behind. At this point, customers aspire to own the brands that they are interested in. The key to establishing desire is convincing customers that the brand will satisfy them. This is a good time to offer incentives and samples. Try providing demonstrations that allow customers to see firsthand how the product will fit their needs. For example, Apple allows customers to try using computers, phones, and tablets, in their stores. Once customers experience desire, it is easier to convince them to take action. Action Action occurs when the customer actually purchases the product. Customers must be led to take action by the marketer, and there are different methods to improve the odds of customer action. These procedures are called calls to action. Calls to action may be coupons or subscriptions. Online, these calls come in the form of banner ads and social interaction such

49 as Groupon. Not including calls to action is the chief mistake that marketers make when using a marketing funnel. Once a customer accepts the call to action, the purchase is almost guaranteed.

Practical Illustration The CEO of Time Corp was curious about the marketing funnel in his organization. After performing research, he noticed that fewer customers were taking action, even if they showed interest and desire. He realized that there was no call to action to lead customers through the process. He began offering incentives, both physically and on social media. The incentives included same day coupons and Groupon. After a few months, the number of customers who took action increased by 38%.

51 The most common trouble with advertising is that it tries to hard to impress people. James Randolph Adams

Chapter Nine: Marketing Mistakes (I) Marketing is essential for driving your business. Done correctly, marketing will increase sales and improve customer relationships. This is why it is so important to avoid the common mistakes that people make when marketing. Learning from the mistakes of others will improve your marketing campaign. Not Taking Social Media Seriously Today, social media is essential to marketing success. Not taking social media seriously will have dire consequences. There are several common mistakes that marketers make when it comes to social media. You need to be aware of these mistakes in order to avoid them. Social Media: • Not using social media: It is necessary to have a presence on social media. Without it, you will not be able to maintain contact with customers. • Set it and forget it: Social media needs to be updated and monitored carefully. This requires careful planning. • One-sided communication: Not responding to customers harms customer relationships. It also creates the impression that you are only interested in selling. This is worse than not using social media. • Inconsistency: Lacking consistency between platforms will create doubt in the minds of consumers.

53 Not Having a USP Every company needs to have a unique selling position (USP). This is the message that shows consumers how your product is unique and satisfies customers. Not having a USP is a common marketing mistake. Fortunately, you can create a USP by answering a few basic questions. • What are the unique factors of your brand? • Which factors separate you from the competition? • Which factors are important to your customers? The answers to these questions are used to create a message or USP. The final step is choosing the correct media and sharing the USP. Cross Cultural and International Translations Conducting business on an international level has its own risks. The risk comes with the translation of names and content. The problem can come from mistranslations or colloquial meanings attributed to words once they are translated. Translations may be offensive or inaccurate. For example, the Italian mineral water Traficante means “drug dealer” in Spain. Cross cultural translations can limit the effectiveness of a campaign. Even if the mistakes are corrected, the process is costly.

Not Building a Relationship Marketing will never be successful unless you manage to build a relationship with your customer. Without a relationship, it is not possible to earn trust. In our fast paced society, building relationships is not always the focus of marketing. Relationships, however, are essential, and they can only be created by interaction and dialogue. Ways to Build Relationships in Person: • Get to know the customer • Have conversations with the customer • Keep regular contact Ways to Build Relationships Online: • Dialogue through social media and answer questions • Respond to emails • Treat each customer as an individual

55 Practical Illustration Betty decided to create social media accounts for her jewelry business. She was a busy small business owner who could only afford one employee. She had little time to manage the social marketing platforms, and her following did not grow. In fact, after six months, she lost 5 followers. Betty considered ending her experiment with social marketing. After discussing the matter with her employee, she decided to delegate some of the responsibility to him.

Any man can make mistakes, but on an idiot persists in error. Marcus Tullius Cicero

57 Chapter Ten: Marketing Mistakes (II) There are many different marketing mistakes, but the information in these modules should help you avoid them. The key to successful marketing is being aware of common pitfalls and understanding how to avoid them. Planning, targeting, tracking, and listening will help guide the marketing campaign to success. Not Having a Plan Before embarking on a marketing campaign, you must have a plan. In fact, you should make plans for every aspect of your business. Surprisingly, not having a plan is a common marketing mistake. Many business owners just throw money at different marketing methods, which is ineffective. This mistake can be remedied by creating a plan. Elements of a plan: • Identify your target market • Identify unique aspects of product and differentiation • Compare with competition • Establish price • Communicate and brand • Choose methods of distribution Use these elements to create a general plan. The plan may be altered as time progresses.

Aiming at Everyone It is impossible to please everyone, but some marketers insist on trying. There is a common fear of excluding potential customers without broad marketing campaigns. In reality, however, targeted marketing campaigns are more effective at drawing in customers. Understanding specific customers and meeting their needs will increase the brand’s appeal and grow the company faster than marketing that is aimed at everyone. For example, the anti-drug ads of the 1980s were aimed at all American children and youth, yet drug use increased over the decade. Not Tracking Metrics Marketing success should not simply be assumed. True marketing success will be apparent in the metrics. Many marketers, however, do not bother to track metrics. This mistake prevents marketers from adjusting the marketing plan that would increase ROI and improve sales. The metrics that need to be monitored will vary with the media and platforms used. There are, however, basic metrics that typically need to be monitored. • Lead source • Leads per month • Sales per lead source • Conversion rate

59 • Cost per lead • ROI Not Listening to Your Customers By this time, you should know that understanding customers is essential to marketing success. Many companies, however, still make the mistake of not listening to customers. Demographics and basic market research, however, is not listening. Marketing that is only based on this information will not be the most effective. Listening requires taking the time to know what customers want and value. Solving problems for customers requires understanding the problem. Even when customers communicate directly, many marketers hear but do not listen. Fortunately, it is always possible to improve listening skills: • Give undivided attention to customers. • Pay attention to key words and write them down. • Do not interrupt or become emotional. • Do not make assumptions. • Rephrase and repeat information for clarity.

Practical Illustration Jeremy opened a dollar store that he was certain would benefit everyone. He aimed his marketing at everyone and placed ads in high-end magazines and community blogs. The expense was vast, but he was certain it would be worth it. He reasoned that everyone wants to save money. After a year, his accountant informed him that he had little ROI from his marketing budget. Jeremy was surprised and began to take notice of his current customers. He adjusted his marketing to suit the target market and saw a return on his investment. He also began to monitor his metrics closely.

61 Money never starts an idea; it is the idea that starts the money. William J Cameron

Closing Thoughts • Seth Godin: Don’t find customers for your products; find products for your customers. • Barbara Corcoran: Every single thing I learned about marketing and building my business, I learned from my mom, and she had never been in the workforce. She just had practical sense. • Nicolas Roeg: Marketing is a very good thing, but it shouldn't control everything. It should be the tool, not that which dictates. • Joe Pulizzi: Word-of-Mouth marketing has always been important. Today, it is more important than ever because of the power of the internet.