Consumer Trend: Ordinary people in your community

Can we all agree, please, that we live in a Consumer-Driven market place?

It is no longer about your operational desires.  In other words, you must conform to the wants of the customer.  Case in point:  Take any crowd, lets say in a restaurant, and ask for a show of hands for anyone who thought  about making a parking reservation at the airport, cruise port or downtown garage.  You may see 1 out of 50 hands raised, right?  Maybe!  What if you this changed to 1 out of 10 in the next 24 months?  Or better yet, 1 out of 3 by 2015?  Do I have have your attention yet?  Hope so, because this is about to happen in parking. 

In a Consumer-Driven Marketplace, Anticipate Your Customer’s Needs.  When an online shopper decides to make a purchase—especially in the service industry—chances are you, like most, reach for your computer or mobile device.  You may have a particular company in mind that meets your personal specifications, however you search to located the best deal.  So you narrow your choices down with a simple search and then read consumer ratings/reviews.  And then you click for the best company with the best price. Only then do you buy, either online or in person.  Bottom line, consumers are in complete control, period.

To be Found Online, Solve Your Customer’s Problem.  For the operator, it’s crucial to understand the psychology of this marketplace. You need to understand your target consumer, the problem he/she is trying to solve and how he/she gets this information IN A TIMELY MANNER.  And companies need to be sure that their website explains how your service provides the answer to that problem, that your website can be found via keyword searches relevant to the query, and that you have additional information and reviews that establish your authority as a good business to deal with.  Whether you’re selling a service or a widget, the marketing bottom line is this: It’s not about persuading your customer that your company or service is great. It’s all about understanding your customer and meeting their needs. 

Can we agree on one other fact?  The internet changed everything, everyone and most importantly, the everywhere.  Pick up any book (here are 6 to choose from) on current marketing tactics or find a blog (click here for free information) or search for marketing articles online (click here for free advice). 

Who likes equations?  I know somebody gets into this stuff.  Here is just one part of a methodology to improve conversions:

C = 4m + 3v + 2(i-f) – 2a
       C = Probability of conversion
              m = Motivation of user (when)
                      v = Clarity of the value proposition (why)
                             i = Incentive to take action
                                  f = Friction elements of process
                                       a = Anxiety about entering information

 

Put on your consumer hat when looking or buying online.  It's about ME, MYSELF AND I.  And it's about NOWISM.  If you think 2000-2010 was a fast and frenzy rat race filled with new, affordable cloud technologies, social channels and smart mobile devices, just watch how the ME community drives your future.

 

 

Creative Marketing Concept

Channel Partners, what are they?   How do we find them? 

Simplified Answers:  Corporations, Associations, Large Travel Agencies, Chambers and anyone else who could send business your way.  The sign below shows one way.  Of course, there always the glass bowl on the counter approach.

Real Conversation:  In speaking with the owner of VIP Park & Ride serving Jacksonville International Airport and Jaxport (cruise terminal), a conversation brewed up this week over channel partners and how VIP wanted to use smartLUIS to own their market.  After some going back and forth, April 15th came up as a day everyone knows, and loves.  So, why not take advantage of a negative and turn it into a positive?

Good Job Luis Sr and Jr.  And good luck.  We look forward to hearing the results of your efforts.

Creative Marketing in Tough Times - "Recession will roll-over into 2012"

Businesses are tightening their budgets and many of them are cutting their marketing budget. It is important to understand that cutting marketing budgets can often cause more harm to the growth of your business than you realize. Studies have shown that companies that continue to market during tough economic times often see growth during those times, where businesses that cut their marketing budget will often see a decrease in sales. It's time to re-evaluate and analyze what is working and what's not and explore new options of marketing that cost less, but can still deliver the results you are looking for. How can you market during a recession? There are low-cost and even no-cost ways to market your product and keep your business on track during these difficult financial times. The key is to look at your marketing budget as a long term investment, and not an expense.

Brand positioning is an essential strategy in the online space because of its extensive reach and cost effectiveness, and should be taken advantage of without contemplation. In recessionary times, brand placement is intelligent marketing for independent businesses to take market share from the competition.

Viral marketing is an effective marketing technique that induces websites and email users to pass on a marketing message to other sites and users, creating growth in the message's visibility and effect. For example, if one produces a viral ad and forward it to 10 people, who in turn send to another 10 people, in no time hundreds (if not thousands) of people would have viewed the ad. Viral marketing gives the consumer something that they can use for free with the intent of gaining that customer to market other products and create brand awareness.

A major key is to know your consumer. Know them inside and out. Know what they think and know where they are. Know how these economic times are hitting them. Create your message around that and reach out to them. Revise your product line if necessary and develop lower cost solutions if possible. Be flexible, but at the same time be aware and always assessing.

Consider this - if you in fact cut your marketing budget, how will your consumers find you? You have severed your business lifeline and future hope of potential growth. Consumers are looking for value, period. When the economy is booming, and people or businesses have money, the "value" is not as important. Thus, timing is everything and this is an opportunity to rally around the brand in your community. The critical factor is how to do that and successfully weather the stormy times so the brand remains on the right path for the future.