Modern Day Marketing
Ask yourself this question: ‘Why should people bother to buy from your business when they can buy from the competition?’
‘What makes you different from the rest?’.
Once you can answer these two simple questions, you'll have a marketing strategy worth implementing. Getting paid for ‘doing marketing’ has come to mean something to do with media, communications, PR and product placement. Marketing should be all about the customers and consumers; about their experience; about what they feel and think and how we might fit into that map of the world. That's was our approach in my day – eons ago but somehow marketers seem to have lost this vision.
Marketing in my day was about how to increase revenue by understanding what the customer really wants and by anticipating what they will want.
To answer the question, ‘How are we doing?’ ask your customers and not your accountant or your marketing director. Engage, talk, listen, ask, relate, think the unthinkable and say the unsayable.
Marketing is not, and never has been, about measuring transactions. The whole industry is hiding behind ‘doing the numbers’ when they should be ‘doing the thinking’.
A perfect case study is Great World Exhibitions. Examples of their impact on the exhibition industry:
- Body Worlds (2012/2013)
- Da Vinci – The Genius (2014)
- Tutankhamun – His Tomb and His Treasures (2015/current)
When visitors visit their exhibitions they are wowed not only by the actual exhibits but by the level of professionalism on all levels and they always comment on how fantastic the staff are.