There are no shortcuts on the road to continual marketing success. Business owners are required to put forth ample time and energy in order to see their company thrive.
So today, we’re letting you in on a marketing tactic that has sustained (and salvaged) businesses across the country. This approach necessitates much careful thought and unbiased examination of your business as a whole.
So, what’s the tactic?
Constant inspection and careful critique of your business from your customers’ point of view. The most effective tool for helping businesses stay accountable is “The Marketing Bridge.”
The Marketing Bridge is made up of everything that connects you to your customers (and prospective customers). That means, literally, every aspect of your business.
It’s composed of 5 categories, including: Your Business, Price/Value, Merchandising, Personal Selling, and Advertising. These five factors are the forces that must combine in order for your business to make a sale.
Your business’ ability (or inability) to strengthen each of these individual categories will ultimately determine the success (or demise) of your business.
We’re breaking down each category below. See how your business answers each question and discover areas that could be in need of improvement before your customers do.
Successful businesses view advertising as an investment, not as an expense. Advertising campaigns are responsible for influencing the way a community perceives a company. Successful advertising will certainly attract people who want to pursue doing business with you.
However, it is important to remember that advertising is only one-fifth of the marketing bridge. Once customers are attracted to your business via your advertising efforts, it is then up to you to satisfy the other four components of the marketing bridge in order to make a sale. A rock-solid marketing bridge is the only way to produce and sustain a growing business.
Regarding your current advertising, ask yourself these questions:
If you are reading through these questions and coming to the realization that your business has some work to do, that’s a good thing! This means that you are committed to seeing your business thrive!
It’s important to remember that marketing is dynamic. Businesses should open to change. Don’t be afraid to make adjustments in order to turn areas of weakness into areas of strength.
Not sure where to begin? Contact Zimmer Radio and Marketing Group to talk with one of our marketing consultants and let us help you move closer to the business success you deserve!