If you are selling products or services to end users this mantra from the grocery convenience sector may feature some elements that could and should be included in your business activities.
A 5 Point Marketing Mantra For Those With Consumers includes these 5 simple rules allow you to communicate consistently from the shop floor to the board the principles of the business.
Marketing mantra 5 principles
Fresh: The products that you offer must be fresh. So for a food store this should be obvious the items must be of a quality that makes you want to pick them from the shelf.
- For other companies though how recent and relevant is your product range.
- Has it changed in the last 5 years?
- Does it look tired and unattractive?
- When I walk into your reception do I receive a Wow or a dohh impression.
Full: What is your stock availability. If you go into a major supermarket to buy an item and the brand / product you normally choose is out of stock, there is likely to be an alternative option on the shelf.
- In your business what is your availability.
- Can I get immediate supply, is there a lead time?
- Does having a really long lead time in order to be able to supply help or hinder you. i.e. we are so busy and provide such a good product that you will have to wait 48 weeks if you want our product!
Fair Price: Price does not mean you need to be the cheapest as its just one of the ingredients in the buying decision.
- When people mention price they actually mean value.
- Value is defined as the benefits I receive for the burdens I endure. Good value = Price + Benefits
- Importantly different circumstances will impact on how much a person will pay
- Is it a distress purchase
- Are you buying for a treat
- Either way you may need it now and be prepared to pay a premium price for the goods
Fast Service: Now fast service doesn’t have to mean poor or substandard service. An example of great fast service includes
- Making it simple for people to buy. You have possibly seen or purchased a “Meal Deal” from one of the supermarkets or multiple retailers. In the majority of cases these worked on the basis that the cheapest item was free. So with a range of sandwiches with a variety of prices etc it could be difficult for a customer to actually purchase (thus slowing down selection and creating queues ). By changing the offer to a fixed price £3 meal deal, simplified the offer, made it easier to purchase and ultimately significantly increased sales.
Friendly: an extremely simple approach to create a friendly environment is “having your customer face staff smile”
- Where sales staff make eye contact. Have you ever noticed that when you are stuck in a queue, often the sales assistant or bar tender doesnt make eye contact. Those who aspire to a fast service will have sales staff who make eye contact and apologise if you have kept them waiting then ” I’m sorry we are busy”.
- Ultimately if you are trying to make repeat sales you may benefit from
- Gaining the name of your customer
- Engaging in conversations
- Building a relationship
- which will hopefully create some customer loyalty
A 5 Point Marketing Mantra For Those With Consumers – Five Other Observations
- If you have a rubbish product, changing the packaging or redesigning the packaging still means that you have a rubbish product . So critical you don’t end up with Chocolate covered sh one t
- The 11th marketing commandment – “Though should not kid thyself”
- Whats your guarantee – e.g. “Full Availability Of Selected Product Lines”
- Don’t fall into the data trap – epos tells you what has happened it doesn’t give you an insight into why it happened
- Sometimes the things that are holding you back are all in your head