Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing – In the first part of our guide to becoming marketing active Feet On Street Marketing organizations in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success. In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase. What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals. Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved. In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business. If you have something to share on this topic, why not get in touch? Leave your comments below…

Feet On Street Marketing organizations in navi mumbai

Experiential Marketing Events For Commuters

People often say “I don’t have time” to justify why they aren’t able to spend more time with loved ones or take care of themselves. Unfortunately, the fact that consumers have jam-packed schedules also makes it more difficult for marketers to attract guests to their experiential marketing events as well.

Many people spend a lot of their time commuting to and from work. According to the Census’s American Community Survey, workers spend an average of 26.4 minutes commuting to work. Furthermore, the percentage of workers with the longest commutes is growing rapidly. There was a 3.5% increase in workers with 45-minute commutes between 2014 and 2015, and an astounding 8% increase in workers with commutes of 90 minutes or more. To illustrate how time-consuming commuting is, consider that a worker with a 90-minute commute spends 15 hours of each week simply traveling to and from work.

Why should this information matter to marketers? Instead of asking consumers to take time out of their busy schedules to attend an event, marketers should consider planning the event around the average consumer’s day, which involves a lengthy commute. Here’s how to engage with commuters using experiential marketing tactics:

Set Up Product Sampling Events

People who are in a rush to get to work won’t have much time to stick around, so events that offer consumers brief experiences may be the most successful. One type of event that works well in this rushed atmosphere is a product sampling. It’s easy to set up a product sampling event near public transportation that commuters often rely on such as buses, trains, and commuter parking lots. Even if you’re only able to speak to each commuter for a few moments, this should be more than enough time to hand them a sample. While they enjoy the sample, give them a brief overview of the product. Be sure to hit all of the main points that you want to communicate to consumers since time is limited with these busy commuters.

Although brands typically use product sampling events to promote food or beverage products, these events can also be used to promote non-edible products. However, it’s best to stick to products that would be of some use to commuters. For instance, many commuters would get a lot of use out of a sanitizing hand lotion since they often use products like these to clean their hands after touching places that hundreds of other commuters have also made contact with.

Longer Experiential Marketing Events Should Take Place in the Evening

Some brands may be able to pull off a product sampling event, but others may find that this is not the right type of event for their products. The latter group may need to host an event where guests are expected to stick around a little longer than they are during a product sampling event. If this is the case, it’s best to host this type of event in the evening as opposed to the morning.

Commuters are always in a hurry, regardless of the time of day. However, commuters will often face consequences at work if they are late because they stopped to engage with your brand during their morning commute. Although commuters may be eager to get home after a long day of work, there aren’t any consequences for arriving a few minutes late. Therefore, commuters are more likely to sop and engage with brand ambassadors during their evening commute.

Create An Escape

Commuters often feel stuck in their routine of waking up, commuting to work, spending hours at work, commuting home, and starting all over the next day. This is an exhausting schedule that can wear someone down over time. Commuters will welcome the opportunity to escape—even if it’s just for a brief period of time—so marketers should give it to them.

Audi is one brand that successfully created an escape for people traveling to and from Denver International Airport. The brand created a hospitality lounge with a bar, comfortable seating, and large TV screens. While guests enjoyed their brief escape in the hospitality lounge, they also learned more about the Audi brand and engaged with friendly and hospitable brand ambassadors.

Think of a way to offer commuters some type of luxurious experience that they can enjoy for a few minutes on their way to or from work. Commuters will be forever grateful to brands that give them the opportunity to escape from the demands of their everyday lives.

Take Over Public Transportation

Instead of hosting the event close to public transportation that commuters use to get to and from work, some brands choose to temporarily take over one of these forms of transportation. For example, Uniqlo hosted an experiential marketing event on a Chicago transit train in 2015. Guests who were taking the train got to enjoy an event with live music and fun prizes, all while learning more about Uniqlo’s brand. Both the interior and exterior of the train featured Uniqlo’s branding so people on and off the truck were exposed to their messaging.

Uniqlo was only able to pull off this event because the Chicago Transit Authority allowed it. It may be difficult to host this type of event in other cities, depending on the rules of each city’s Transit Authority, but if the idea is approved, this is a great way to interact with commuters without interfering with their busy lives.

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Feet On Street Marketing organizations in navi mumbai