Marketing Articles

By Marc Aronson

In previous articles, I discussed how to separate your business from your competition so you can dominate them. You achieve this by following the marketing formula and applying the laws of communication. (Please feel free to request copies of our previous articles). Below are the actions we take that enable our clients to take chunks of market share away from their competitors.

Strategy Development: Initially, we engage clients in a series of questions to determine: 1) what conditions must exist for their potential customers to decide to purchase their products or services, 2) what is important to their prospective buyers, including their frustrations, difficulties, fears, problems, etc. (hot buttons) related to buying and using the client’s types of products or services, 3) what their potential customers need to know in order to make a sound buying decision, 4) how to most effectively present the client’s case for their products or services, and 5) what low-risk and no-risk offers we need to implement to maximize sales. If we have any uncertainties concerning what the hot buttons are for their target market(s), we conduct a research study called a button survey.

Client Superiority: In order to succeed, our clients need to be better than their competition in terms of the quality/value of their products and services, and/or customer service. If a client already has superiority, there is no need to make any improvements. On the other hand, if a client doesn’t have a superior position, we work with them to better what they provide so they have one. We determine what it is they should enhance based on our client’s responses to the strategy questions, from survey findings or both.

Tactical Planning: The tactical plan is comprised of specific targets with time lines for completion of each, as well as assignments of responsibilities. The plan includes: 1) identification of target markets, 2) the forms of promotion and advertising chosen for the campaign, 3) media selection, 4) frequency of promotion and advertising, 4) identification of priorities, 5) perimeters for statistical management and analysis of marketing efforts, and 6) budget.

Development of promotion: The first promotion we create is the master letter. The process for developing this is based on the five steps listed in the section strategy development. The letter’s copy is the source from which we draw content for advertising, brochures, direct mailers, newsletters, Web sites, reports, sales letters, CDs, videos (DVDs), sales scripts and sales follow-up letters. Once the master letter has been completed, all of the promotional pieces are crafted based on tactical priorities. We also work with employees to ensure they are properly prepared to handle the impact in business volume the campaign will generate. This includes sales and customer relations training, if needed.

Implementation: Business Builders develops all promotion, places print ad, coordinates commercials, and manages printing. We implement public relations campaigns, including writing news releases, holding events and coordinating trade show participation. We oversee Web site development, manage on-line promotional campaigns and build Web site traffic.

Sales support: Business Builders implements sales systems including developing and training sales persons on scripts, and creating ongoing follow-up campaigns that turn potential buyers into customers. The result is that salespersons have more leads, better prospects and close more people.

Evaluation: We usually conduct an analysis of our marketing efforts on a quarterly basis. We track statistics like mailings sent and ads run, as well as leads generated and percentage of closes. Our analysis determines the effectiveness of promotional efforts and enables us to decide what our clients need to do to maintain or accelerate growth.

By thoroughly following this process, our clients’ chances of dominating their competition are nearly 100 percent. All that is required is they allow us to timely and thoroughly follow through on the actions we need to take, and they complete the tasks we ask them to do on time.

If you’re interested in working with Business Builders, we will provide you with a free consultation, either by telephone or in person. This initial meeting will provide you with direction you can take on your own and allow you to evaluate whether you should hire us.