- WHAT IS THE VALUE OF A CUSTOMER?
- DOES CONTENT MARKETING WORK?
- WHAT IS THE DIFFERENCE BETWEEN A BRAND, BRANDING, A PERSONAL BRAND AND A COMPANY/PRODUCT NAME?
- WHAT IS GROWTH HACKING?
- HOW MANY « P » CAN BE FOUND IN THE MARKETING MIX?
- THE CUSTOMER VALUE CHAIN
- HOW CAN YOU PROTECT YOUR UNIQUE PRODUCT OR SERVICE?
- CONFERENCE ON FINANCING - MAY 2, 2017
- WHAT IS DRIP PRICING?
- WHICH AMOUNT SHOULD YOU CHOOSE FOR YOUR PRICES?
- DETERMINING YOUR HOURLY RATE BASED ON THE VALUE YOU THINK YOU HAVE
- IS LOWERING YOUR PRICES A GOOD IDEA?
- TO OFFER OR NOT TO OFFER FINANCING?
- HOW TO PROTECT YOURSELF AGAINST EXCHANGE RATE RISKS
- WHEN IS A GOOD TIME TO INCREASE YOUR PRICES?
- DEMAND BASED PRICING
- WHAT IS A LOSS LEADER?
- HOW TO ORGANIZE A DRAW THE RIGHT WAY?
- HOW TO HAVE REMOTE EMPLOYEES
- IS IT GOOD TO BE FIRST IN A MARKET?
- THE THREE TYPES OF CUSTOMERS
- EXPORTING TO MEXICO - QUERETARO REGION
- DEFINING BUSINESS SUCCESS
- ARE YOU USING REBATES? WATCH OUT FOR THESE
- IS THE CUSTOMER ALWAYS RIGHT?
- EXPORTS AND QUEBEC COMPANIES
- COWORKING SPACES
- YOUR PLACE OF BUSINESS AND INTERNET
- WHY IS SOCIAL MEDIA IMPORTANT FOR YOUR BUSINESS?
- HOW TO USE FREEBIES
- WHAT IS THE MAGICAL FORMULA FOR HAVING SUCCESS IN BUSINESS?
- DO YOU HAVE EXPERIENCE IN MY FIELD?
- WHEN CAN WE STOP OUR MARKETING?
- WHAT IS A CALL TO ACTION?
- WE ARE ALL SALESPEOPLE; HERE'S HOW TO GET THERE
- HOW CAN MARKETING AND SALES COLLABORATE?
- HOW TO SELL MORE TO YOUR EXISTING CLIENTS
- WHAT IS CROSS-MARKETING?
- WHY SHOULD I SEGMENT?
- WHO IS RESPONSIBLE FOR MANAGING YOUR COMPANY'S IMAGE?
- HOW TO CHARGE FOR YOUR PRODUCTS / SERVICES?
- HOW TO DEFINE YOUR PRICING STRATEGY: PRICE POSITIONING
- HOW TO DEFINE YOUR PRICING STRATEGY: MARKET PRICING
- WHAT PRICE SHOULD YOU SELL AT? - COST-BASED PRICING
- WHAT IS A PRODUCT?
- HOW TO MARKET YOUR NEW BUSINESS?
- IS BUYING A FRANCHISE A GOOD WAY TO START A BUSINESS?
- HOW SOCIAL MEDIA HAS CHANGED WORD-OF-MOUTH
- HOW SOCIAL MEDIA HAS CHANGED PUBLIC RELATIONS
- WHAT IS BRANDING?
- WHY INCREASING SALES IS NOT THE SOLUTION
- HOW TO SELECT YOUR COMPANY NAME?
- WHY HAVING A WEBSITE IS ONLY THE BEGINNING?
- WHAT IS MARKETING?
- HOW TO MAXIMIZE THE VALUE OF YOUR SOLE PROPRIETORSHIP BUSINESS
- WHY SELLING IN MEXICO?
- LOW COST MARKETING INITIATIVES
- WHY IS PRODUCT DIFFERENCIATION IMPORTANT?
- hOW TO PRESENT OUR COMPANY
- WHAT IS THE DIFFERENCE BETWEEN MARKETING AND PUBLICITY?
- 50% OF YOUR ADVERTISING BUDGET DOES NOT PRODUCE AS MUCH AS THE REST
- RIGHT SELL AND OVER DELIVER
CAN WE SLOW DOWN OUR MARKETING EFFORTS ONCE OUR COMPANY REACHES A CERTAIN LEVEL?
The short answer is no. But here's the extended version.
For many of my clients, marketing is an activity that needs to be done at a certain time (often at the early stages of growth) to get to a certain point and then, since they have reached their objectives, they can stop.
This understanding comes from two partial perceptions of marketing. The first one can be found in the understanding of what marketing is. For many, marketing = advertising. This is wrong. Marketing represents all the actions done by a business / professional to acquire and keep clients, and it does include advertising. So if you want to stop having customers, you can stop your marketing efforts. Otherwise, you need to keep going.
The usual counter-arguments are often variations of: "yes but once I establish a customer base, these customers will refer other clients and the wheel will continue to turn by itself". There is indeed a close relationship between service quality and satisfied customers referrals. But although this dimension can bring water to the mill, it does not prevent competitive actions, account for the influence of new technologies on your offer and service delivery, regulatory and market changes, pressure on prices, etc ... Also, word of mouth is a very good source of new customers, but it is one of the slowest customer producing activities. It is therefore important to develop a comprehensive and strategic vision of marketing to fully appreciate the impact that this service has on your whole enterprise.
The other perception that I have to address regularly is the notion of time. Many think that by starting with a marketing strategy, the results are almost instantaneous. Conversely, once the actions are initiated, some customers believe that the impact will go on forever. In either cases, these are misconceptions. Marketing works like a huge wheel with a lot of inertia; we must push really hard and continuously for it to move, and once the effort is stopped, the wheel keeps its inertia for a while and eventually stops. But once stopped, the effort required to get it to move again is of the same magnitude as that done previously.
In any case, marketing must be considered as a constant activity of your business. The actions to be undertaken must be different, but we must continually push that wheel. As with any exercise program, it is much easier to continue than having to start over.
Stéphane Elmaleh-Riel, B.Ed., MBA