6 Keys to Commonsense
Marketing
A lot of marketing boils down
to principles that you already
know
Lisa Cham, The Fixx Café and Pasta Bar, Kelowna
What is a Marketing Strategy?
• A Marketing Strategy is the plan you will
use to attract your best customers.
• Your message – the words, the looks, the
‘atmosphere’ are based on your strategy to
attract your best customers.
• Your tactics – ads, sponsorships,
promotions etc are based on how to attract
your best customers
#1 Specialists make more
money than generalists
Intuitively this makes sense to you doesn’t it?
• Higher perceived value
• More referrals
• Spend less on marketing
#2 Work the marketing
success pyramid
#3 Find & focus on
heavy users
It’s the old ‘80/20’ rule. If you were to walk
into a room of 10 people, all of whom
bought your product but only two of whom
accounted for a full 80% of your sales,
who would you be looking to talk to?
20% of customers will
purchase 80% of your product
#4 Better marketing =
Less selling
If you’ve identified a target market whose
wants and needs are closely matched to
your products and services, all you have
to do is find a way of reaching them and
communicating that connection. Selling
becomes easy, effortless.
People come to you!
#5 Be customer
focused
Work from the outside in:
• what do customers think
they want?
• what do customers think
they need?
Lisa Stevens, Johnny’s Fresh Meats & Deli
#6 7/49 Connections
It can take up to 7 contacts
with potential customers
before they become familiar
with and warm up to a
particular business
On top of that, it can take up
to another seven connections
after each contact before a
potential customer decides to
purchase something from a
business.
1
2
3
4
5
6
7
1
2
3
4
5
6
7
So, it could take up to 49 contacts with a potential customer
before the person actually decides to purchase from a
business!
REVIEW: Six keys to common
sense marketing
• Specialists make more than
________________.
• 60% of your success comes
from ____________.
• Only ____ of your success
comes from execution.
Sara Bonner, Vancouver School of Bodyworks
• The rule of heavy users states
that 20% of purchasers
purchase ____ of a product.
• Better marketing = less
_____________.
• Being customer-focused
means working from the
_____________.
• It could take up to ____
contacts with someone before
they buy.