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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 3, Issue
#28 - July 11, 2002
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In this issue:
Breaking the mirror for good luck!
Using the
three Rs
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Breaking the mirror
for good luck!
News around the
financial services world has now turned into the world’s news. If the
"market" is up, business is up! If the "market" is down, the world
as we know it will come to an end! I know that the economy is big news,
but it’s getting a little crazy when the market has an effect on peoples’
marketing. Unfortunately, it does!
When I’m at conferences,
I hear on a regular basis that the best investment strategy is health
for the long term. Doing little things for your health today can help
you have a longer healthier life.
The problem is that
we then have a stretch of time, like we’ve had for the last year or
more, with very turbulent and sometimes brutal events. We forget the
basics.
I see marketing
mirroring this same flawed approach. Great brands are built by developing
a creative and innovative message that talks to your target market’s
fears and frustrations while highlighting your unique selling proposition.
Once this message is developed, it’s repeated over and over for extended
periods of time.
That’s kind of a
health for the long term mentality, but the mistake people are making
with their marketing today is they are chasing the hot offer! They’re
fishing for high returns. They want to hit marketing grand slams each
time they develop a marketing effort. The nutritional retailers that
I talk with each week are looking for hot new products or markets that
will have new customers flocking to their store. When I ask them why
they want those products or customers, I get the same mumbled answer
you would expect from a two-year-old child: "because."
If there isn’t a
reason for these customers to spend their hard earned money at your
store, you’re spinning your wheels. This is like the people who poured
money into dot-coms and high-tech startups for the exact same reason:
"because." They didn’t do the leg work to research the market. They
just liked the way it sounded to be a dot-com investor! They were no
more an investor than the nutritional retailer who does one mailing
to a group in the neighborhood and says they are "marketing."
That’s simply not
marketing!
Marketing is a planned
process that uses the 3 Rs to generate the best possible results. Read
on to learn more about the 3 Rs! (FYI - Random is NOT one of the Rs!)
I see marketing
mirroring the markets. When the markets stumble and start to fall,
many people lose site of their marketing vision and they stumble, too.
I hear things like "we can’t market now because the economy is too sluggish!"
In that same breath, retailers will tell me that they don’t understand
why customers aren’t out shopping and buying more!
Don’t be a follower.
Take a leadership position with your marketing. I’ve said it before
and I still think it’s absolutely true - now is the time to gather customers.
Go out and get new customers who are concerned and confused, customers
who want to work with people that are educated and informed.
Breaking this mirror
could mean years of good luck for you and your new customers!
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You'll be glad you did!
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Using the three
R’s
Please note I can
count. To me, the 3 Rs make the 4th R easier to accomplish!
The Rs are... Research,
Reach and Repetition. These three marketing gems lead to the fourth
R - Results.
Great marketing
starts with doing the research to learn about yourself, your target
market and your customers. The reason I started with you is because
you need to be very confident in who you are, what you do and how it
will help your target market. I didn’t say help people in general because
that’s too wide a target. One of the best things you can do is turn
business down! It’s true. Don’t try to solve all the world’s problems
or you will fail. Focus on a few and you are an expert that people
will seek out.
Next, you need to
invest in learning about your target market. What are their likes,
fears, frustrations and dreams? Not what you think they are or should
be but what your target market tells you they are. No assumptions!
You can do the telephone
research yourself, hire a research firm or even develop the questions
and get a local college marketing student to do it! The key is you
will use that research as the basis for more highly targeted marketing
going forward.
Now research your
existing customers. Maybe not all of them but certainly the ones you
want to work with. You may want to learn from the ones you plan to
"fire" so you don’t make the same mistake twice. When you do this customer
research, you may even uncover some additional needs they have that
you can help them with.
Reach is often used
when buying media and it has to do with who you are "touching" or reaching.
Great marketers invest a significant amount of time dialing in their
reach so they are contacting the right people as often as they can!
Many people buy quantity and not quality. If you’re a quality nutritional
retailer, focus your reach and you should see better results!
That leaves us with
repetition and results. Marketing 101 says it takes eight to 10 impressions
for your target market to remember seeing your message once. If you
don’t have a high level of contact with your customers and prospects,
you will simply not get the results you could be generating.
Marketing is easy
if you follow the 3 Rs!
As always, have
fun with marketing.
Marty
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They need RespirActin!
http://www.respiractin.com/
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Quote
"A great teacher
never strives to explain his vision - he simply invites you to stand
beside him and see for yourself."
Reverend E. Inman
Invite your customers
and prospects to stand beside you and see your vision. Share what you
know and how it will help them have a better future.
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
