February is Valentine's month. Hearts and flowers. Messages of appreciation. When did you last tell your customers that you appreciate them? In fact, how well do you know your customers? And do you communicate with them? Your customers are your biggest asset and should be the central focus of your marketing plan. Many businesses look after their customers right up until the purchase has been made and handover is complete or service delivered. But what about after that? Do you
Small business owners may not place a marketing plan at the top of their ‘to do’ list, but it should be. Whilst a business plan helps define the direction for your company, a marketing plan will help your business understand how to get there, detailing stages to creating customer relationships. The most important thing your marketing plan should include is a very clear understanding of your customers and your competitors. Who are your customers? Where do they get information?
One of the most important things for businesses to consider is how they will "differentiate" their offering and create value for their market. What makes them different? Why should customers choose them? In marketing-speak this is known as the Competitive Positioning Strategy. It’s about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace – being known for a certain “something.” When your market clearly s