9. MARKETING
Most organizations, whether in the private or public sector, have certain products or services that they wish to market to the public. These marketing campaigns form a separate and distinct part of the overall communications program.
1. Identify your market
- Use research
- Find out the characteristics of the potential market for your service.
o Are they men or women? Or both?
o Are they old or young? Etc
- Is your market national, regional or local? This can be important in shaping your distribution and media strategy
- How many potential users are there? Estimate the size of your market and make preparations to handle the expected volume.
- Try to grade our market by potential:
o High potential
o Medium potential
o Low potential
- Direct your resources and marketing strategies at the highest group
- Learn the patterns of demand. Will the demand for your service have variations:
o By season or time of year?
o By day of the week?
o By hour of the day?
- Can the market afford to pay for your service?
2. Does your service meet the need?
Having identified your market, ask yourself:
- Does my service go far enough to meet needs?
- Does it meet expectations? Will there be customer disappointment?
- Is my service available where the demand is?
- Is my service priced within ability and willingness to pay?
- Am I equipped to handle the expected volume of demand?
MARKETING cont’d
3. Packaging your product or service?
Offer your product or service in a neat, coherent package. It will be more attractive to the client and easier for you to sell.
Does your service have a clear, catchy name?
- The name should be easily understandable – not “cute”
- It should describe the product or service
- It should appear physically on all material relating to the service
- A good name is a good umbrella for a group of related services
- Are all your related services included? Services of a similar nature aimed at the same target group should often be marketed together.
Do you offer a selection? Do you have a range of different services tailored to need? To budget?
Do you services cover all the potential needs of your market? Should you add other related services to your package to make it more comprehensive?
Do you have a coherent pricing policy?
- Is there a charge for your services?
- If so, is it reasonable in relation to:
o Competitive prices
o The service offered
o The ability of your target group to pay
- Are your services priced reasonably in relation to one another?
- Does your pricing structure encourage trading up?
- Make the method of payment clear to potential customers –
cash or time payment.
MARKETING cont’d
4. Distribution
The more efficiently you take your service to the market, the more sales you will make. Choose your distribution system in relation to your customers.
Select your method of selling:
- by mass mail outs
- email - try not to use email to “spam” your sales pitch
- by telephone canvassing
- through existing retail outlets
- through your own outlets
- door-to-door
- through other institutions
- or a combination of these
- Excellent marketing opportunities exist through a website that features a “shopping cart” set-up.
The overriding factors in your choice are cost and accessibility of service.
Who will handle or work on your distribution:
- headquarters staff
- regional staff
- sales force
- sales agents
- contract agents
- retail clerks
- or some combination of these
Make sure your distribution system is adequate to handle anticipated demands. Failing to produce an advertised service is worse than not offering it at all.
MARKETING cont’d
5. Use your regions
Does your organization have:
- retail outlets
- branch offices
- regional headquarters
If so, consider can they be used to:
- promote or
- deliver your service?
If you are going to use your regional facilities, make sure they are plugged in to and are enthusiastic about your marketing project.
- Let them know the background and purposes of the promotion
- Give them all the details. Prepare special briefing kits
- Make sure they understand what is expected of them
- Provide them with the training necessary to do their job
- Give them the material they need and a channel or re- ordering
- Make sure they know about your advertising support
- Give them a contact point at HQ where they can discuss their problems.
- Give them specific goals and targets and ask for regular reporting
- Monitor their performance
Many, many good marketing programs have failed because of lack of follow through at the regional level.
MARKETING cont’d
6. Promotion and Advertising
The same general rules apply as for all good communication, but remember – you are selling something, so:
- Stress the consumer’s interest
o Do not tell them how wonderful you are. Talk about their needs and their problems. Make them want your service
- Give them the who, what when, where, why and how
o You want people to take action. Make sure they have all the necessary information. Tell them:
Give them all the details and ask for the order.
- Make sure you have apple promotional material
o Tailor your material to your distribution pattern
o You may need:
- Use your material
o Set up a distribution system
o Set up a re-order system
o Spot check to be sure it is available and out on display
- Select your advertising media to reach the market of greatest potential
- Time your advertising to hit the market when it will be receptive
- Consider whether you can hitch-hike this service onto other corporate advertising
MARKETING cont’d
7. Corporate Identity
It is important that potential customers know who is offering the service. Tie your corporate logo in with the name of the service on everything you do:
- advertising
- signage
- point of purchase
- literature
- catalogues
- order forms
- vehicles
- direct mail
The corporate backing can be important. Make sure it is prominently displayed.