“Behind every great marketing success story is a great business.”
Focusing on the internal workings of your business is fundamental to making your marketing campaigns work. Examples of some of the most admired companies for this include Apple, Google, Coffee Club, Coca Cola, McDonalds, IBM, Facebook, Virgin, Hilton and Aussie, to name just a few.
These companies excel at innovation, product and service quality, people management and competitiveness among other factors, but they also excel at marketing and that is no coincidence!
The 5 fundamentals of a successful business that are essential for smart marketing are:
1. Amazing service and/or products
Does your product or service solve the customer’s problems better than anyone or anything else? Even a brilliant marketing campaign can’t sell a bad product.
2. Consistently offer a high standard of customer experience
You won’t keep every customer happy 100% of the time. But you need to aim for a great customer experience most of the time. Occasionally, McDonalds’ Frozen Coke machine is broken, or Virgin has a delayed flight but most of the time the companies listed above deliver first rate experiences to their customers. Consistent excellence drives brand/company loyalty!
3. Extensive knowledge of your customer’s needs
Smart marketers know their customers so well they can come up with products and services people want before they know they want them. You didn’t know you needed a new Apple iPad but Apple knew. Apple’s engineering prowess and their knowledge of how people use technology have created entirely new categories of “must have” products.
4. Commitment to customer satisfaction
Successful marketers have a “bend over backwards” commitment to satisfying their customers and their employees that know how to do it. By setting the bar for excellence in customer service, companies like Aussie and Hilton have built exceptional customers trust.
5. Clear differentiation from competitors
There’s only one McDonald’s. One Coca Cola. Other companies have tried to compete but these ones have maintained industry leadership. These companies have created so much distinctive value in the services and products they provide, and they deliver that value so masterfully that they define their category and stand apart from anyone else in their space.
If you would like to learn more about marketing success for your business, contact Bright Light Marketing!