Create a Winning Marketing Game Plan

Creating a winning game plan must be the first task you concentrate on before you enter the marketing game. At the heart of your game plan is your strategic approach. It is the ‘how’ of your marketing. Without it you become guilty of what I call “Coin Toss” marketing.

A quick glance through your local newspaper or yellow pages will show you lots of companies who are guilty of “coin toss” marketing. This is the type of marketing that is executed on a whim without any serious planning and strategizing. It’s more or less determined by chance; like flipping a coin. You’ve probably watched the beginning of a big football game on television when they toss the coin to see who gets the ball first. There’s a 50/50 chance who guesses correctly and wins a small victory.

Many small businesses do the same thing. They randomly select a few marketing tactics and guess which one will work best. Take a look around you. Most of the advertising that you receive is sent arbitrarily by businesses that have no game plan. Businesses that have no game plan will select anything they think will work.

Usually they are selecting their marketing in one of two ways:

First, they fall into the “coin toss” trap by jump at any kind of marketing that is pitched to them by a friendly advertising salesperson who calls on them. Yellow pages, newspaper, card deck, or even the local church bulletin; they throw money at it to “get their name out there.”
The friendly salesperson seldom has the business owner’s best interest in mind. They are only concerned with selling ad space and meeting quota. They don’t have a clue about the marketing needs of the business or the desires of the target market. After a few failed ads are run it doesn’t take long for the business owner to become critical of the value of marketing their business. As a result they turn their backs on marketing completely.

The second reason why people fall into the “coin toss” trap is because they are desperate for sales. This happens when sales are low and need a kick start to generate cash flow for the business. So the business owner decides that he’ll send out a post card with some discount coupons. He’s convinced that people are just waiting for his mailer to arrive and will drop everything to redeem it once they pull it out the mail box. A few customers do trickle in but he is disappointed with the results and considers marketing a waste of money.

Take the time to create a marketing plan and use it to drive all of your marketing activities. For more useful ideas and information, go to the Small Business Marketing Hub.

To your marketing victories,

Coach Ron

Are You In the Marketing Game or Just Watching From The Sidelines?

Marketing is a game – plain and simple. Someone is going to win and someone is going to lose. Some will get after it and play aggressively, while others sit on their hands waiting for business to happen. Heck, some don’t even bother getting in the game and are losers before they even get started!

As a marketing coach, I’ve been approached by many business owners to help them get more customers and increase sales. The problem is many of these entrepreneurs procrastinated and came to me too late. The outcome of the game they were playing was already decided. Because they chose not to get in the game, or didn’t know how, they were already defeated by more aggressive competition or unsympathetic market forces.

It’s very sad to see well intentioned, hard-working people suffer as their entrepreneurial dream is beaten down like an over matched opponent. If only they had known that to achieve success they must get their butts off the sideline and take control of their own results!

Marketing is a contact sport. You can’t stand by and watch the competition dictate the game. You must join the action and become a force to be dealt with. You must adopt an action oriented attitude. And, you must claim your position on the field and defend it with all your might.

Simply put – you must get in the marketing game or end up losing anyway. It’s up to you!

For more marketing ideas and information, visit the Small Business Marketing Hub.

To your marketing victories,

Coach Ron

Do You Have What It Takes to Become a Champion Marketer?

The most successful businesses are typically the champion marketers in their industry. They’re the ones whose image and message that you just can’t escape. Everywhere you turn you are exposed to their marketing. They have mastered the marketing game so well that you could recite their jingle or tagline on the spot. Because of their mastery of the game, they are the most formidable competitors who intimidate others into doing nothing because of their shear presence in the marketplace. Yes, these companies have the knowledge, skill and techniques to play the marketing game.

The good news is that you always have the opportunity, and ability, to get in the game, dominate your competition and become a champion marketer! You can take on the “intimidator” in your market and defeat him on his turf.

All that is required of you is the dedication, the knowledge and courage to get in the marketing and compete at a high level. Most companies are always on the defensive because they stand on the sidelines and let the "intimidator" dictate the terms of the game.

As we discussed in my previous post, you must focus on the fundamentals to compete at a high level. It starts with having the capability and confidence to dominate your competition. No matter what stage of your company’s development, you must adopt a stance that you will do what it takes to reach the top and be a champion.

This requires a new mindset and shift in your thinking. about marketing and a realization that it is the most important function of your business.

It doesn’t matter if you’ve been in business for many years or you just took the leap and opened your new business, your attitude toward marketing will determine your level of success. Just look at what the New York Giants accomplished. They believed in themselves and were committed to becoming the champs. Small businesses must also adopt the mindset.

You must prepare to win, play hard and execute relentlessly. Now, get off your butt and get on the field and start playing the game like a champion.

Until next time, to all your marketing victories.

Coach Ron