….as part of our re-branding exercise here are some elementary marketing tips and thoughts
This oft quoted and cliched phrase is the subject of our latest blog and aims to demonstrate the basic thinking you need to bring to your marketing table.
It follows, a short nationwide tour where it developed and sustained its own identity and almost justified a merchandise stand of its own!
It also serves as a transition point as we cross a brand gap and offer a marketing coaching service for SME’s.
Welcome to Doc Marketing where marketing prescriptions are handed out following interactive discussion and active listening and paper bags inhabit the world of the pharmacist!
“Why a paper bag”, I hear you ask, to which an annoying answer is “why not?” Similarities to any business owner’s vision and mission statements should strongly resonate here; as it lies at the heart of the philosophical question “why are you in business?”
In the same way that paper bags provide packaging, protection and promotional placement, think about “what you are in business for?” Is it business growth, profit, reputation, warding off dementia, passing the time or business survival?
The next major consideration is “who is going to use your paper bag?” or the demographic conundrum. In the professional services arena this can be quite generalist however, if you are in the business of selling products this is a major consideration. For example, its not a good idea to use your child’s sweetie bags as a maggot receptacle for when you go fishing!
We all know as of time of going to press that paper bags are freely available everywhere, but “do you know your best channels to market?” Think carefully about your network of contacts and prepare to be surprised and impressed as to how asking the right question may sometimes illicit the right response. Give yourself a brainstorm challenge by thinking up “how many potential channels you may have to market” and actively conjure up a game plan.
We are all aware that even paper bags these days may come at a price, remember the demise of the poor old plastic bag though and always be aware of external influences such as political , economic, technological or sociological factors and their impact on your product or services’ existence .
Also, when considering pricing think about segmentation, have a gold, silver and bronze style of paper bag for: good, better and best types of clients.
With just a few paragraphs to go… it is time to ask the ultimate question? “Is there a market for your paper bag?” Clearly something that needed to be addressed earlier, however, there is no time like the present, to establish some fundamental ground rules! It is well worth testing your product and service with clients, contacts, friends and family and act on quality feedback. If you have some budget this may be worth extending to a broader focus group. In all scenarios though explain demonstrate, instruct, correct and control and remember not everyone will see things through your own rose – coloured spectacles, so be prepared to receive some constructive comments.
“Where else can clients get your paper bag?” Well clearly everywhere but “do you know who the competition is in your local area or marketplace?” and think of ways where you can steal a march on them within the local arena.
Any competitor analysis you perform should be from a quality as well as a pricing perspective. Mapped out in the correct way this scientific approach often leads to clear points of differentiation, new ideas and concepts which in turn informs and ignites your marketing efforts.
Finally, it goes without saying that within reasonable budgetary means you must promote the pants out of your paper bag and we present a selection of activities below which we can help you with….
- website
- re-branding
- Google ad words campaigns
- SEO
- campaign planning
- market research
- client research
- service development
- content review
- blogs
- newsletters
- public speaking
- advertising
- sponsorship
- e-mail marketing
- direct mail marketing etc…
Whatever you do marketing wise though, here is one take away tip to keep your paper bag firm and secure…
For every pound you spend on marketing make sure you measure the ROI.
Be prepared to let campaigns run their course and re-align as and when required, creating a marketing can do culture rather than a mindset of “we spent loads of money and marketing doesn’t work!”
