Hundreds of years ago marketing strategy was nothing more than word of mouth sharing stories with friends, tales of the amazing things you have seen. Marketing strategy in today’s world involves a lot more. Marketing Strategy today is about the “stickiness factor.” Let me try to explain.
I hate time wasting, In fact I loathe it. Decisive rapid warp speed massive action is the name of the game. I was always told three things to never let go in any business.
The cheque Book – As business owner or manager it is your responsibility to control the cheque book. Giving the keys to the cheque book is like handing a Ferrari to a newly licensed 18 year old driver. It’s just not done! Ever!
The legal- A new client had just come in to see a famous lawyer. “Can you tell me how much you charge?” said the client.”Of course”, the lawyer replied, “I charge $200 to answer three questions!” “Well that’s a bit steep, isn’t it?” “Yes it is”, said the lawyer, “And what’s your third question?” Enough Said!
Marketing and the Stickiness Factor is about making your message and product, value and services so irresistible, so memorable it sticks in someone’s mind and compels them to take Action. Message, Market and Media so specific, so compelling it makes emotional sense, it stands out, jumps up and a little voice says to you ‘I would be stupid not to take advantage of this incredible deal.” That is Stickiness.
Yesterday I went shopping for trivial everyday things, my enquiry to a “salesman” at Game (always a favourite of mine) was met with a wave of the arms in the general direction of the whole store, only to have her turn around, walk towards her colleagues and continue her “work”. More like, continue her chat then hang around until clock out time.
In my mind, my description and expectation of a salesman is this: Serve customers, upsell, make sure they want to come back, put money in the till. Serve next customer, preferably with a smile. Her mind, her job description: ‘well this person is now interrupting what I feel like doing now! Her Message is Sticky: Don’t shop here if you expect any help or service, your time is not valuable, you and all other people don’t have anything better to do, walk around 50 aisles until you find it.
The stickiness factor from management is Indifference. Indifference to the type of experience ANY salary paying customer gets when visiting their stores. Price cannot determine your stickiness factor, competition is fast and ruthless in today’s business world.
The most important question any business owner can ask themselves is: Why would anyone choose to do business with me other than using any of my competitors? Bottom line people do not care about what you can do. People only care about what you can do for them, preferably now or yesterday. So the question is-If I was to buy something, why would I buy it from you? In order to differentiate, satisfy the NEEDS and WANTS of our clients we cannot only be rendering value, No. We need to be “value interpreters” we need to take the value we offer and interpret that value from the perspective of the person most likely to benefit from it.
Successful entrepreneurs and businesses understand the ZEROTH law to ultimate success. Customers must buy, Customers must tell their friends to come and buy and Customers must want to continue to buy, something the management of Game fail to realize.
Again That’s Sticky.