The Five Phase Marketing Approach
Do you ever feel like the task of marketing your business is just too much? And how do you know what to do when? And what is the process you should go through as you get start thinking about marketing? And when should you think about marketing?
Starting a business is not for the weak at heart, but if you look at marketing as a series of phases you’ll go through, it’s not do daunting. There are basically five phases you will go through as you ramp up your marketing efforts.
Phase 1: Marketing Plan
This is where you do an in-depth analysis of the competitive landscape, outline your target customers, decide where you will fit in the market and outline your plan of attack. Ideally, you’ll have your marketing plan outlined well before you open for business, but if you haven’t done that yet, it’s never too late to dive in and get a lay of the land.
Phase 2: Imitation
It may sound trite, but when you’re starting out, you ought to try to emulate some of the key characteristics that make your competition successful. One reason Wendy’s has been so successful is because they followed the same basic principles McDonald’s, their prime competitor, used to become successful. The dollar menu, the quick service, the combo meals etc all originated with McDonald’s.
Just be careful not to do too much imitation, as it devalues your brand and can cause legal problems (here’s proof).
Phase 3: Diversion
Once you have nailed down the basics of what makes your competition successful, it’s time to tell the world how you are different and better. Some people call this the “Zig-Zag” theory; when your competition zigs, you should zag. This is at the heart of marketing. This is your chance to say, “We’re like Company X but we do it faster, cheaper, more conveniently, with better quality etc.”
When you market your business, position yourself as an improvement on the competition, and show the world that you are different and better, but not so different that you alienate the customers you hope to obtain.
Phase 4: Innovation
Once you have the basics of your marketing plan rolling, you can start to think about branching out from the ordinary and try something that no one has before. Think outside the box. Be creative. You might be surprised what resonates with your target audience.
Here are some great examples of innovative marketing to jump start your creative juices:
- CareerBuilder’s Monk-e-mail
- New Line Cinema’s Snakes on a Phone promo promoting the movie Snakes on a Plane.
- Some creative bus advertisements
- BlendTec’s Will it Blend?
- Burger King’s Subservient Chicken
- Other creative ad campaigns
Phase 5: Knowledge-based Improvement
Improving on what works should be a constant process, and it’s one that can make or break the long term success of your company. To know what is working, put some measurement tools in place and test, test, test. Replicate and improve on what works, then test again.
Take your marketing initiatives one phase at a time and you’ll be poised for success. For daily doses of small business marketing tips for non-marketers, subscribe to Manizesto.
Comments