Beware the services supplier who suggests there is a “formula” for marketing, or whose goal is to sell a packaged solution. Most business situations are unique, even if parallel conditions exist. Still, there are certain fundamental principles that apply across organizations. Here are just a few:

Understand, at the deepest, most personal level, the business you are in. This isn’t about the category, what you make, how you make it, or how you are better than the competition. It’s about what your product or service means to the customer. The tangible and symbolic role you play in their lives. It could be about esteem, peace of mind, prestige, success; but, it’s never just about the widgets you make.

Once you understand that, know the customer you would like to have on a very personal basis: The 5 most important questions that will get you there. If you gathered 100 people in a room, you should be able to define who is most likely to buy your product by asking 5 simple questions. What are the questions? Call us and we’ll share them with you. The point is, if you can’t do that, how can you possibly create communications that will resonate with your customers and prospects.

One Sight, one sound, one attitude. There is consistent pressure across an organization to create marketing communications that meet micro issues, but which, collectively dilute the overall message. When you know deeply what role your brand plays, and you know your customer and prospect intimately, resist the pressure of fragmentation. Every marketing message –whether inside or outside the organization –needs to express the company coherently, and cohesively

Be Big Somewhere.  Yellow Pages, direct mail, an ad here, an ad there; and, suddenly the budget runs out.. When it comes to marketing resources, two key issues should be kept in mind: first, set a reasonable, supportable budget for the year, and make it untouchable. This leads to consistency in spending. Second, avoid the temptation to take advantage of a deal, or a special opportunity (your niece needs an ad in the class yearbook). Study, explore, evaluate online and offline media carefully (preferably with expert outside advice), and then make sure you are spending at a competitive level for your situation. And, stay with that medium until you have sufficient resources, to maintain that level while adding a second medium. Often times the hardest thing is to do one thing well. But, if you’re not big somewhere, you will end up small everywhere.

For additional tips and ideas on breakthrough marketing, please contact Agilocity, info@agilocityusa.com, and ask for “Breakthrough Marketing: from Laggard to Leader in 90 Days.”