Wednesday, May 14, 2008
What Is It That Separates The Successful Marketers From The Unsuccessful?
Have you ever noticed how some businesses Tv Showscthncoqnf seem to keep going from strength to strength while others seem to struggle along just hanging in there? What is it that really makes the difference?
Its a question Ive been asking myself over the last several years and believe me Ive researched and read a lot on the subject. Ive looked at people running successful companies and Ive seen those that just dont seem to make it, no matter what they do, and Ive spent many a long night pacing the floor pondering on what makes these two individuals different. Brianedyydixqgo are intelligent, both are integrally involved in their industry, both auto insurance specialists vision and are committed to the cause. So what is it that really matters, that makes the intangible difference thats so hard to put ones finger on?
Ive come full circle and realized its marketing attitude - the way they look at the market theyre in. Not theoretical marketing as defined in the text books. Not attitude as described by motivational speakers. But, real value added marketing attitude.
Those that are successful in life tadalafil a marketing attitude that focuses on what they do right, what theyre great at that matters to their customers and how they can add more value to more people more often.
You see marketing is not about doing one thing 100% better, its about doing everything 1% better every day! Its about getting the basics right, and then telling everyone about it. Thats where a lot of people go wrong. They rush out and spend a lot of money telling people about themselves before theyve got the basics right.
Internal marketing (company culture development, communication, responsibilities and accountability) needs to precede external marketing (advertising, PR, direct marketing etc). If your internal marketing is weak your sustainability is questionable. How can you offer your customers consistency, at any level, if you have a dysfunctional corporate culture?
The issue is how do you get a motivated, value added and energetic corporate culture (because without that your days are numbered)? Im afraid to say it starts at the top! The culture of an organisation cannot be bought in, borrowed, delegated or wished for. It comes down to walking the talk, consistently, at a senior level. The cultural example starts at the top and filters down like a river it cannot flow upwards!
The companies that continue to go from strength to strength have values that can be felt when you walk through the door, values you can see when you watch staff interaction and values based on respect, personal growth, continuous improvement, enjoyment and commitment to excellence. And, its not lip service. The example is set from the top and it is walked, talked and reinforced every minute of every day no excuses.
Its simple to say what you should have, but how do you change a corporate culture?
Ive learnt over the years that the simpler the answers the higher the success rate so Ill keep to as simple as A, B, C:
A: Booksnujpmw to marketing is the critical first step. Determine what qualities or values you want entrenched within your organisation or within your brand.
B: Behaviour follows straight afterwards. Be clear on what constitutes acceptable behaviour under each of the qualities/values and reward positive behaviour exhibited by your people.
C: Consistency completes the trio. Ensure your behaviour consistently mirrors the descriptions, and expect nothing less of your staff.
Once you start it gets easier as each day passes. You just need to check your own behaviour and within a sort space of time everyone else will start dancing to the same music!
In closing, Ralph Waldo Emerson once wrote Our greatest glory is not in never failing, but in rising up after every failure.
If you dont get it right the first time, try, try again, perseverance is a wonderful gift!
Dianne Perrett has consulted and trained in effective marketing solutions, on three continents and over eight countries. Having worked at both corporate, and entrepreneurial level her approach is results orientated and focuses on skills transference so that companies learn to become self sufficient effective marketers.
