When I was on my MBA I have a marketing strategy called very informative class, which drilled the concept of 3C-4P and in my brain. If you have not considered this approach to marketing, in short, is to understand the customers and understanding of the strengths and weaknesses of competitors and your company is taking that knowledge and then set the price, product, distribution and types of transport instead of maximizing sales andProfitability.
When I started my own business, I was looking for this concept one step further and applying the principles of external marketing.
Customer
Applying this principle, the external marketing requires different thoughts that the development of a commercial TV or radio then the decision to play on the stations. For example, you must understand where the customer buys, travel, work, eat and enjoy life outside the home? Also, what are their likes and dislikes? You really need toKnow your customers, as this information is of paramount importance in your external marketing efforts, particularly in determining exactly where the ads.
Contest
You're not the only one that your potential customers want. Doubtless we must compete. To communicate effectively with customers, you must raise your company from its competitors and focus on the strengths and weaknesses. It should also develop your ideaCompetition. They have not only direct competitors (eg vs Ford Dealers Toyota dealership), but you also have indirect competitors (ie Ford dealers vs Mass Transit). Expand your horizons and think enough of their strengths and weaknesses.
Think like a consumer. If you understand your customers, you know where to advertise their achievement, and competition is not. Do not be shy compare your strengths, your weaknesses in your outdoorAdvertisement. Want to defend your competitors. The business sector is not the place to play good guy.
Company
First list of everything that your company can do well and, more importantly, what can not. And 'quite embarrassing to admit to not excel in all areas of your business but it is better now and are not to slip, and let your customers by promoting something that is not at the time of delivery.
If this list you can communicate effectivelyWhat does the use of sources outside company? You can focus on the primary and your strength? You can do it fairly simple? Concentrate on your strengths, the two upper cut with the tip of your target customers want and where you place your ads frequently. Also, depending on what you want to communicate, you must select the appropriate media pool, which is plentiful.
Price
If your company does not make promotional offers to traditional billboards,CAN $ 2,000 per month for a major highway billboard media, then you should be additional to other forms of flight outside and out-of-home media. You can advertise at bus stops, shopping centers, dining placemats, and of course my favorite containers. The price of this medium can be selected in any of the $ 50 to $ 500 per month, depending on your needs and where they are in the area.
If you are a smaller company with a small advertising budgets of the alternative media-of-home, in contrast to thetraditional highway billboard, the most effective for you. It will not be able to approach the gun and advertise everywhere. You have to be more like a sniper and target your customers (not literally, of course) with the information you have collected for the analysis of your customers.
Place
Where promises to define how to analyze your target customers. It 'very important to really understand your customers that otherwise there is a fantastic developmentMessage in a vacuum. If your target is the students, you should take your message in bookstores, cafes, bars, restaurants and late at night instead. If your target customers are professionals, then you have your ads on mass transit, the city's main streets, bus stops, restaurants and lunch place. If your target is stay-at-home moms, if your ads in malls, shopping malls and local shops. Remember your best customers, and you know itexactly where your ads.
Product
The product may have many features. do depending on where it was announced that the segments of the customer base will see your message, you have several features of your product or service. If the message is in a luxury area of the city you want on your service and how to be customer-oriented focus. If you place the message in a lower scale of the city, then you wantValue and warranty.
Promotion
In the promotion and advertising of your products or services, you can use many ways. The most common form, is the most important, of course, the television commercial. However, Internet advertising is very popular because many people now have access to it.
While both the advantage, have great variety, television advertising is very expensive and Internet ads in the ad who lost thousands. The best scenario isa comprehensive marketing campaign includes more out-of-home media. Why? Since that helps out-of-home media, can strengthen the existing message and you can also use the consumer if they try to speak with their purchasing decisions. With a post correctly, you can directly influence this decision. You can see close to home to the largest competitor instead. You can also submit your ad near a synergistic companies (that is, if you're a tailor, you could have a display near a site of tissue) Store. Out-of-home media offers many opportunities, what to say to whom and when.
It simply does not think out-of-home media and outdoor media, in particular, only billboards. There are a variety of alternative media that affect the foot traffic outside. Through these media, it can be an outdoor display for pedestrians walking slowly, as opposed to a moving vehicle on the road, when a pedestrian wants to read your ad, he or she can simplyStop walking and take notice. You can also better understand your message to consumers who are more sensitive because everybody is going somewhere, sometime. Your task is to learn this information about clients and the display there through ubiquitous advertising tools such as the Ashcan.
In summary, following the above steps to a better understanding of your business, its strengths and weaknesses and how to sell your strengths to the consumer the right helpPlace with the right message.
Always remember, Out-of-home media, like it was not strictly target your best potential customers and spend a fortune.
Remember to perform like the big boys and, with skill and sympathy of a little boy, and you can not go wrong.
