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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 4, Issue #36 - September 4, 2003
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In this issue:
Going back to go forward
Find a need and fill it
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Going back to go
forward
I know some of you
think I spend all my time consulting, speaking and writing. Well, some
days it seems that way, but I also spend a fair amount of time reading
and learning about marketing.
My wife finds it
amusing that I can talk about marketing all day and still read about
it in the evening. I truly love marketing. I think it’s in my blood.
One thing I have
learned is that much of the great new marketing isn’t new at all. Some
of the best marketing books - other than mine - are from the early 1900s.
The concepts of marketing haven’t changed.
Of course, the vehicles
have changed drastically. Back then, business owners were not thinking
about email or telemarketing. But they wisely knew that marketing must
be a priority for a successful enterprise.
I frequently see
and think of Wrigley, the chewing gum people. They’re an often-overlooked
monopoly in my world. Wrigley has the vast majority of the gum
on supermarket and convenience store shelves. These gums look different
and they target different users, but they’re virtually all from Wrigley.
When Wrigley
does marketing, they succeed in getting people to think about chewing
gum. Having caught your attention, they know that statistically you
will end up with one of their gums. From the Doublemint twins to Juicy
Fruit, these products have a look that gets people thinking.
Perhaps the Wrigley
people read "The First $100,000,000." If you haven’t turned its pages,
you’re missing a marketing textbook. It covers great concepts from
testing and packaging products to finding a need and filling it. Nevertheless,
I still find some of the older marketing books of more value than the
ones of today. They are truly marketing driven and that is fun for
me.
Marty’s marketing
rule... some of the best marketing ideas have already been used but
they’re not used up!
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Find a need and
fill it
One of the cornerstones
of great marketing is this simple truth: find a need and fill it.
I don’t know why more companies don’t follow this guiding principle.
Instead of developing what people want, they develop what they know
how to develop.
Many years ago,
I was the marketing guy for a high-tech company that was truly driven
by the engineers. I think we had four engineers for every other person
on staff. You may be surprised to find out that the founder/president
was an engineer.
The engineering
department made new products that the marketing department was expected
to promote. The engineers cranked out products simply because they
had the technology to do it.
But there was one
huge problem. No one wanted these creations.
We had meetings
where those of us in marketing asked, "What does it do, why and who
wants it?" The what-it-does part was easy. After that, it was a very
long meeting with lots of dead time as we looked at each other or the
floor.
Any time a person
brings a new product into your office, you need to ask the same questions.
It’s not enough to say we have something new and we’re a great company.
The product must fill a need. It must be what people are looking for.
And remember that
the target market for this product also must have the money to buy it.
There are many great products I would love to have, but I just can’t
justify the expense.
When the economy
is struggling, people look long and hard at products to make sure they
have the benefits they need and that it makes dollars and sense.
If you find a need
and fill it, you have won half the marketing battle. You’re starting
from a position of strength.
As always, have
fun with marketing!
Marty
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Quote
"Man does not cease
to play because he grows old, he grows old because he ceases to play."
Drew Lachey
Great marketing
ideas and concepts from the early 20th century can still
play. I think we too often look for something "new" when something
a little older and proven may be a better solution.
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Information provided by Martin Baird and NutritionalMarketing.com.
Visit us at
http://www.nutritionalmarketing.com/.
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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.
