“Keep
exploring, look out for newer challenges”, says a B2B marketer. But why?
For a
business to survive and thrive it’s always important to keep exploring newer
markets and clients. Said that how can B2B marketers look out for innovating
Sales and Marketing.
Going
through all seminars, webcasts and management books, that present dozens of
formulas for setting up a successful business, finding greener marketing pastures is not rocket science.
Market penetration or Market development, whatever you call it actually thrives on five simple
rules of marketing: Lets discuss the same:
1. “Market” – Either to the Draggers or the Hip-hoppers:
The reach of internet has enlightened even the remotest; therefore target markets would linger within two types of people – the Draggers (confused) and the Hip-hoppers (brilliant).
·
Where the confused have no idea of what they
want and can be persuaded to buy anything,
·
The brilliant can be persuaded to believe that
your offering is the best and therefore worth seeking for.
2. “Create” - A heart touching story:
Early
concept of mass-mailing is turning out to be vague now. Today customers rule
out messages that does not sync in within their interest level. Therefore if
the advertising channels have to promote your product build a story that should
not only be heart touching but also compelling enough to create some sales.
3. “Promote” – Idea not product:
It
was told that people often buy according to logic or per suitability to pockets,
mostly wrong. In every product segment there lies a brand that uses an idea or
story to engage people to buy more. For ex- In TV segment new age technology
that claims to soothe your eyes sell better than normal LCD TV’s. Try out
that!!
4. “Device” – A new market segment:
Place
your product at the “logical extreme” of some aspect of your product category.
Analye and find out if a typical product comes with added benefits. If that is
the case, just make your product free and charge minimally for the services
provided. It would result in a fair game.
Always
do start with the packaged information that is already stored in form of market
research, consumer databases and market experience. Do not hesitate to go
beyond the safer zone and explore the wild!!
Till
then wishing you a very Happy New Year!!