The “What” and “Why”
of Marketing

Before you start your next marketing campaign, know what you’re really selling.

Well, duh, if you’re Johnson’s Heating and Air, you’re selling air conditioners and heaters, right?
Wrong.

Most customers don’t care as much about the actual unit as they do about the trustworthiness and responsiveness of the dealer. Yes, price and quality matter, but to a lesser extent, according to consumer research.

So why does this matter to you if you’re not a HVAC contractor? It should make you think.

Do you know why your customers choose you over your competitors? What their wants and needs are? How best to make your marketing efforts fill those wants and needs?

It doesn’t always take expensive market research to fill in these blanks, although it can be helpful. A wealth of industry-specific information is available on the Internet - but a similar goldmine exists in your current customer base if you just tap into it. If you don’t already make it a regular practice of tracking your marketing, or why someone called you, put a system into place and educate your staff on its importance.

Again, know what you’re really selling, and focus on one small bit at a time; white space is a good thing.

Nearly as important as the “what” of marketing is the “why.”

Why are you spending money? Is it to attract new customers? Upsell to existing ones? Reestablish a connection with a “lost” client? Promote a new product or service, or simply reinforce your image awareness and branding to support future sales? Make sure your goals are executed accurately.

Brooks Painting, Inc. clearly identified its target audience (real estate agents) and message (Top 5 Reasons Painters Suck) for their direct mail campaign. Awarded a Silver ADDY by the Sacramento Ad Club last month, it was the only entry to be recognized in the Direct Marketing category. This series of six postcards, a tongue-in-cheek campaign, highlighted the humorous challenges of hiring a painter while emphasizing Brooks' ability to get it done right. Studio66 expanded the client’s initial idea into a retro scientific lesson by Bob, the Guru of Painting, with each installment mailed monthly to continue the story and the connection with the target audience.

What were they selling? Quality service and reliability.

Why were they selling? To increase their business with real estate agents; one successful contact here could result in multiple jobs as Brooks becomes their recommended vendor. A mass market consumer campaign would have been much more costly, with less potential impact on sales.

None of this is rocket science, but a good “stop and think” back-to-basics reminder. Happy selling!

TOP 10 MARKETING TIPS

1. Know What You’re Selling
   Determine, and then communicate your branding every step of the way.
2. Know Why You’re Selling
   New customers? Upselling old ones? Future sales?
3. Know Who You’re Selling To
4. Stand Out and Fit In
5. Unleash a Virus
6. Location, Location, Location
7. Make It Easy to Buy
8. Build Partnerships
9. Reward Loyalty Royally
10. Spend Money...or Not

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