Do you know your ABCs?

Whether you are playing a sport, learning to drive, diagnosing a disease or marketing your brand – always get your basics right. Then you can do the fancy stuff. Otherwise, the fancy stuff is just not going to work. 

Should you start with 123?

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Why did you market?

For many business owners, what they sell and who they sell to, is kind of like how some of my friends got sent to learn the piano when they were young. Their mom saw that the other moms were sending their kids and so their mom sent them. Which school they got sent to learn the piano is usually determined by how close is the school to their house? Or how famous is the piano teacher (or in some cases school). I am pretty sure you have friends like these. Some of them grew up to like music or the piano. Majority just hated it silently till this day.
 

Business owners who sells certain products because it is selling well and sells to the same market reminds me of my piano playing friends and their moms.

How do you choose a market?

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Are you curious?

One thing you will notice in good marketers. They have intellectual curiosity. They can carry deeper and better conversations with you.

Do you seek to learn new things? 

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What is your definition of marketing?

Or rather what is your company’s definition of marketing? It is important to get these terms sorted out. Especially, within your company with the various stakeholders. You may think that this is a given but you will be surprised if you asked around the people who is involved in the marketing process in your organization.

Marketing to your tea-lady means going to the wet market every Sunday to buy her groceries. Marketing to your sales department means visiting dealers and closing the sales. Pounding the pavement and building relationships face-to-face with the dealers is marketing to them. Marketing to your chief financial officer is seen as a cost. To your CMO, it is an investment. What marketing is to your CEO depends on which route he took to get up there, it frames his worldview of what marketing is.

One simple word for an important process but with multiple definitions. It’s the reason why you need to sort it out and it’s the reason why the definition should be simple in your organization.

Now, for a tougher question – what’s your definition of brand? 

How do you plan to sell?

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Who do they trust?

Seth has a very good entry here for a very basic question “Who are your customers?”

When you are able to answer the series of questions - no it’s not as easy as filling in a form – with insight on your consumer’s inside, then you truly know them.

What do they believe?

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Are you looking at the right moment?

In most things, when you want to push to the next level there is usually pain. Whether you are fighting for that promotion, debating the reasons why your marketing budget should be increased or educating your ignoramus colleagues on the process of branding; pain will be there waiting for you.

Don’t look for happiness there. Not during those moments. Unless, of course you like pain. When you are in pain to push to the next level, it’s the price you need to pay. You have to tell yourself that. It’s tough to find happiness when you are in pain, so don’t look for it there. Look for it after you have paid the price.

There is no need to torture yourself.

Where is the pain?

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How to succeed in marketing?

Of course there are principles of marketing and principles of communications that you have to adhere to. But using them as a checklist does not ensure a successful campaign.

Apply the right knowledge, keep executing, taking note of what went right and what could be better and improving it the next time you execute will inch you closer to a successful campaign.

You, of course know that already. The challenge is keeping yourself on the right track.

How do you make a better plan?

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