Last week, I had the opportunity to do a brainstorming session with a new client. In our initial session, we lay the groundwork for the planning to come. I ask detailed questions and seek to find out the strengths, weaknesses, opportunities and threats – the hidden business or owner skeletons and the silent vision or dreams of the client. However, with this particular client, this "vision session" took a turn. The client questioned this process (after they had in fact hired me to conduct it, of course). They said something like – "I thought we were here to develop a marketing plan." In their minds, we were there to discuss specific advertising venues or other traditional marketing efforts.
Last night, I spent at least 30 minutes on the phone with a close friend who is building a house. She described her frustrating relationship with her banker and the many levels of miscommunication (to put it kindly) that has been extended her during the process. New information has been revealed at every turn of the project – none of it in my friend’s favor – a friend who has ample means to be undertaking her home construction project. She laughed and told how the banker continually asks about her final closing loan and is eager to get that business. I bet they don’t get it.
What do these two stories have in common? It is the common misconception that many businesses have: that marketing is advertising – simply a method of outreach to bring customers in the front door. This is so WRONG.
These businesses lose focus and forget how important it is for the customers to have a good experience, to be given reasons to return and experiences worth talking about. It is important to continually educate customers, so they can tell others about your business. It is important to keep customers from going out the back door faster than they come in the front. And that is just what many business owners and executives forget.
Small business marketing tip: Why spend big budgets to bring them in the front door and forget to invest in what really matters – keeping the customer for life.
Good Day, Marianna,
What a fresh new idea!!
I never thought of the customer coming in the store as a marketing process, but I believe that you are right. If we don’t have something new and exciting for the customer to experience each time they come, they will cease to come in.
Good Point!!
Billie