Jumping to solutions

Posted: June 5th, 2010 | Author: Nicola Feeney | Filed under: Uncategorized | Tags: Would everyone PLEASE stop jumping to solutions | 6 Comments »

JUMPING TO SOLUTIONS

Imagine: The products developed, the packaging’s designed and printed, the brochures are done, the web site Is live, the pricing is sorted, there’s good margin, the caps and balloons are ordered, there’s orders in the system (BUT sales aren’t meeting budget) ………………..  here it comes…… let’s talk to a marketing person!

Can anyone see the irony?

I’ve worked with some impressive blue chipped brands and there are two things I know, it’s tough out there and a well thought out plan (beyond caps and balloons and giveaways) is critical!  Jumping to solutions is quite frankly the easy part, but not necessarily the safest!

Here are some key questions I ask…..

Define marketing to me?

Is your market growing?

Explain your customers to me?

Why should they buy from you?

Explain your customers to me again?

Why wouldn’t they buy from you?

Where do they buy?

Explain your customers to me again? (This is a deliberate repetition not a typo!)

Describe success (and don’t tell me it’s a journey)

What NEW products or services do you have planned?

Explain the market you exist in, five years from now?

Marketing’s changed! What you say, how you say it, where you say it and why you do what you do should be the questions you’re asking.  Never has it been more important to understand your customers.

Don’t order the caps, balloons and brochures just yet, invest in some planning up front and speak to a marketing consultant.

---