Marketing can seem overwhelming with an inventory of innumerable components. Changes constantly take place with consumers and in the marketplace. And, most of us work in at companies where changes regularly take place within the organization.
However, despite how complicated we can make it at times – the good news is – there are only four different blocks we use to build marketing programs. They are:
- (1) Drive Sales,
(2) Build Awareness,
(3) Drive Traffic, and
(4) Build Community
Drive Sales – The core of a business… The fuel that powers the engine. You drive sales by either (1) through new customers spending, or (2) getting existing customers to spend more (increase average ticket/check). A key strategy supporting sales driving is Trial and Sampling.
Build Awareness – Getting people to know about your business. We do this through advertising, publicity, word-of-mouth, etc.
Drive Traffic – Getting existing or potential customers to your business or service. Simply about getting bodies to your physical or virtual location.
Build Community – There are two sub-categories of building community:
- (1) Making yourself a meaningful part of your community and,
(2) Building community with and between your customers.
Great marketing strategy combines these blocks in meaningful ways.
For example, rarely are you simply going to “drive traffic” for the sake of simply getting more people to your store or website.
If you have a store you’ll want to follow-up with a “drive sales” strategy – such as sampling – to convert the flow of people into sales.
If you’re driving traffic to your website, you may want “build awareness” and convey the overt benefits of your company. Or, “build community” by inviting the web visitor to join your e-mailing list.
Next time you’re sitting in the meeting room, with fancy jargon and mood boards being tossed about, determine what you’re truly trying to accomplish and remember these basic four blocks.