There are many gurus of marketing these days and we find them everywhere and yet much of marketing is regionally based and market sector or industry sub-sector based and you need to consider this also. Someone who is a marketing genius in one area is not necessary a smart missile for another industry. Why is this? Well simple really. You see the buyers preferences and buying decisions, needs, desires and expectations are different. When marketing a small service company things are very different than marketing a simple retail store; sure one could say the objectives in advertising, public relations and marketing campaigns are fundamentally the same; that is to say get the customer to do something, think something or make a decision. Preferably to buy something from your company, right? Well Bonsai and Blitz Marketing Strategies are quite a bit different and when custom tailored to a service company they can really shake the core of your competition and boost your sales and customer base. Bonsai and Blitz Marketing is about knowledge based marketing, but not in the strict computer demographic sense, more in the grass roots sense. The first key is to know your market and who are your best prospects. To complete step one you need to use some MBA strategies prior to a mass divergence and departure from the norm. We must collect all the information about the best types of customers and categorize them often allowing the blurred lines of the categories to intersect. Gathering information is the key. We use the phone book, chamber of commerce lists, service clubs, actual drive thrus of the area, city business license lists, etc. and then we look at the area and cluster the potential customers. Remember in service business travel time and fuel economy is important. After this we prioritize the lists, sub-lists and non-list potential non-customers. We study the list to see what we can do for the non-lists to place them on an A, B or C list of potential customers and then we set up our strategy to start contacting the As and Bs and cluster service routes as we consider the second step to the Bonzai and Blitz secret strategies. Consider all this in 2006. |
