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Moving communication campaigns into action |
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Teach yourself marketing - without a textbook in sight Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. You can learn a lot about marketing from books, study courses, seminars, web sites and e-zines. But I think one of the best ways to learn about how people make their buying decisions is to look at your own actions. Here's an example. I've just moved house and decided to treat myself to a new television. (I bought the one I use now second hand in 1987!) My buying process so far - I haven't made a decision yet - has included: 1. I thought about what I wanted form the TV, including the type of connections on the back, the size, the price I'm prepared to pay, whether it can be delivered (and how quickly)and whether it has had good reviews in the consumer press. 2. I looked around on the internet, in stores and in catalogues to see what was available that has what I'm looking for. But what can I learn from that? Well, I've learnt that I already had some clear questions before I started looking at products. And how can I apply that to my own marketing? I can work harder to anticipate the questions potential clients will have and make sure I have the answers ready for them, including on my web site. Here's another example: I also needed a new fridge and in fact bought one last week. In this case, I wasn't so bothered about features, as I guessed most small domestic fridges do pretty much the same thing. (I only need to keep the beer cold!) My buying process was a little different: 1. I looked around on the internet, in stores and in catalogues to see what was available. I didn't really know what I was looking for, but needed some basic information so I could compare different options. 2. I went into a shop in the small town where I live. They only had about three fridges in there and I bought one of them. It was a few pounds more than I could have paid in a larger shop in a bigger town, but they could deliver it for free at exactly the time I wanted. Also, everyone working in the shop was friendly and gave me a prompt service. So the lessons from this were that the extra service was important (delivery when I needed it) and that I like buying from friendly people. I can apply those lessons in my own business. First, I can develop and explain the extra service that I give to clients (for example the process I use when I start working with them often helps to create new marketing ideas beyond the briefing). And second, that I need to leave my troubles behind when I visit clients and prospective clients, no matter what else is going on in my life and business. One way to get the most from this self-teaching approach is to keep a mini-diary of some of your buying decisions. What process did you go through? What made you choose the supplier who got your business? You can do it about personal things like the examples I've given, and about business things if you are involved in buying products or services at work. Then see how what you've recorded can translate into the marketing work that you do. Not all of the lessons will translate directly into what you do. For example, the process that the buyer of a multi-million pound computer system goes through will be different from the process that a chocolate bar buyer will go through. But even so, there will be revealing lessons if you study enough of your buying habits. Copyright 2003 Richard Groom |