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(Originally printed in Biltmore Lifestyles, December 2005, Vol. XVI, No. 12) Make Magic #1 Marketing is about making plans, about Goals and Objectives and Strategies. It is about what I call the “what and the how”—the answering of these questions:
This process is critical to a successful marketing effort and paramount to your future. Addressing these questions in relation to your Product, Price, Place and Promotion will give you a focused plan of attack on the Competition. Most people do not strategize when they venture into writing a marketing plan; they do not complete their plans and invariably, do not succeed. You need a Competitive Advantage, and this is where you’ll find it. Make Magic #2 Marketing is about the circle being completed, coming back at the end of the year, or sooner, to re-evaluate the progress you are making. Never, I repeat, never leave your plan to chance. By not updating it on a regular basis, you are risking failure. Your Control and Feedback portion of your marketing plan is as critical as the front end planning for what you want to do and how you want to do it. Case in Point: I initially set my 2005 Marketing Plan for my book, Gifts of Sisterhood – a journey on to your own ( www.giftsofsisterhood.com) that launched in March of this year, on a course of bookstores, speaking engagements, book festivals, trade shows and a media blitz. Over the first six months, the feedback I received from satisfied customers who bought, read and enjoyed the book was that I had another market to be addressed in a seminar, “sibling grief,” as well as the smoking issue with women. I had been talking about the logistics of writing the book, the inspiration for writing the book and my marketing plan for the book to mostly women’s groups, my Market Segment. Make Magic #3 I was willing to survey the customer, get their perspective and listen intently to them and Product Development emerged in the seminar category. The decision to expand my workshop choices opened up a whole new area for me in the health and wellness market, this Market Development. Grief support need is extensive with the natural disasters occurring and the ongoing war, as well as personal loss such as my experience losing my youngest sister. Target Markets are developing with the excessive amount of grief today in our country, and the greater awareness of lung cancer and women. My Marketing Plan for 2005 was adjusted immediately and plans for 2006 are being revamped to include strong Positioning in the health and wellness community. Remember, it is your credentials, your experience and your knowledge that they come to see and hear, and it is your expertise that they will take away. Be sure you make it easy for them to buy anytime. Your Communication Vehicles will make or break everything else because they are the creativity that catches the eye, the heart and soul of the customer. The vast majority of people are visuals, do not insult them—delight them and give them what they want and need! They are already well informed. Make Magic #4 There are many Communication Vehicles in marketing. My personal favorite is Public Relations—to me it is the key to a successful marketing effort because it can be cost-effective even for the “little guy” like me. I truly believe, and know from personal experience, if you work the Publicity angle correctly you will build a positive image and earn the respect you deserve. Too many people see the PR aspect as a step-child of marketing and get hung-up on the sales portion of their Marketing Plan and think dollars and diamonds all day long. My web site www.plbrooks.com is first—informational, second—an image builder, and third—a sales outlet for Distribution in an easy-to-use format. The site is used in lieu of a costly brochure or advertisement, and it is used as a bio for the world—once my site launched I hit the global marketplace. My site allows you a preview to my Intangible product (me) and my Tangible product (the book) without boldness and banners. You are referred to the actual sales site www.amazon.com or www.authorhouse.com. The customer will buy when they are ready to buy. After being in sales and marketing for almost 25 years, I know one thing for sure—today we are Problem Solvers not Sales People—Customer Relations is the name of the game! Make Magic #5 If you serve the customer, they will serve you! Build a good image and share a lot of goodwill in your PR effort and the sales will come. Be an Enlightened Marketer and take on a socially responsible program to enhance your image in the community. Be of the highest ethics—remember—you get what you give out! What goes around comes around—no, this is not your mother speaking—this is your conscience! Case in Point: I give 10% of all the proceeds from the sale of my book to the Hospice of the Straits serving Mackinac County Michigan—the Hospice that cared for my sister. I also donate a book at all my speaking engagements as a door prize, and whenever asked to donate for a charity, I donate a book with a consultation and lunch in a gift basket—a $150 value. Remember, these items are from the heart and they are tax deductible. God never said He did not want us to prosper! Last of all finish your Marketing Plan with a Mission Statement—your values, your philosophy in a succinct statement to share with the world. The Mission Statement for my business is to “Enhance the spirit of the client’s organization” and the Mission Statement for my book is to “Share my sister’s gifts with the world.” Best wishes for a Happy, Healthy and Prosperous New Year! Please contact me at www.plbrooks.com or patricia@plbrooks.com or cell 480-250-5556 anytime regarding marketing, writing or my new workshops on the Journey from Grief to Gratitude and Stop Smoking, Sister! My book Gifts of Sisterhood is featured on my site www.plbrooks.com or www.amazon.com ISBN #1-4208-1875-9. Shop early! |
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