Over the past few months, I have had the opportunity to advise a variety of business and nonprofit types and sizes. One cardinal marketing sin that seems to consistently perpetuate our world is the lack of continuity between the business goals and the marketing program.
One client says they wish to differentiate from their competition based on the customer experience, one that is superior to their competition. They SAY they do not want to try to compete with their products and services. They SAY they understand that people will pay more for service, convenience, and relationship. They SAY they understand the value of community and that marketing covers all interactions with the customer.
The problem is that they continue to run ads in the local newspapers boasting about their products, rates, and service packages. They give away free gifts to new customers and they send letters offering "specials" for new product/service purchases to existing customers. This is not consistent with their goal to compete on relationship and experience. And it costing them a wad of cash that would be better invested elsewhere.
One can only achieve success in their marketing program when they DO as they SAY. Clients must not just agree with their minds, but be willing to risk moving away from the crowd of competing advertisers. To win, a business MUST go where their competition is NOT. And the win will be big – bottom line big.
Your post is so true. and yet, most business owners won’t change. This is the biggest challenge to get them to change their strategy and HOW they are going to go in the direction that they say they want to go and where they want to be.
Thank you
Mari-Lyn