I agree Albert - Marketing is a life-long education but I find my clients often get daunted with the never ending finish line and either give up or turn to a company for advice (if they have the budget).
Here's some quick tips and tricks I tell my clients:
1. Know your audience (who are they, where do they generally shop or frequent socially)
• For example, if we are selling umbrella's - our direct target market would be people who do a lot of walking, people who use public transport.
• The age group is certainly anything from 16 - but consumers who go out to buy an umbrella are normally in their mid to late 20's and onwards.
2. Where do they frequent?
• At bus stops and stations
• Most likely purchase coffee from mobile coffee sellers
• Are most likely going to a meeting
3. What do they need?
• They are probably in a rush and need an umbrella that folds away into their briefcase or handbag
• They would be interested in a mobile coffee flask with no spill lid and easy-grip handle
• If they forgot to bring an umbrella and it starts raining - they are going to want to buy one at the station or at the bus stop (mobile convenience)
How can you turn this information into a Marketing Strategy?
1. Forget websites, flyers and business cards (for now) and get yourself a mobile umbrella stall that you can set up at bus stops and stations
2. Purchase only umbrella's that are compact and that can fold away into a handbag or briefcases (with a waterproof carry bag so that the wet umbrella doesn't ruin precious documents!)
3. Speak to a mobile coffee company (Nescafe for example) and ask them if they would be interested in setting up a coffee stall with your umbrella stall at the station
Then bring on the rain and watch your profits soar!
Its all about ideal positioning and timing. Giving your client exactly what they want. When they need it. And having a contributing company (the coffee seller) to draw additional customers in.
Evoila!
Until next time, Happy Marketing!
Jadeye