“Traditional marketing techniques deliver ever-decreasing results. It’s time for a review of how to connect and reach customers”, says Robert Craven.
Most marketing doesn’t work…. It is progressively more expensive and results seem to be harder to come by.
Meanwhile most marketing is dull, unremarkable, unfocused and doesn’t focus on benefits. There is no great commitment, no great customer engagement and cost of client acquisition is rising.
It just doesn’t work like it used to. And that is a fact.
I would like to construct an argument.
It is clear that most ‘traditional’ marketing does not work. Despite what they tell you!
Despite what they tell you, most firms are falling short of customer expectations especially in terms of customer service.
Only 10% of any market actually buys on price despite what people tell you.
Customers leave you because you don’t appear to care about them.
Customers choose you because of your engagement with them.
You can get away with murder!
I am more than happy to provide evidence for all of the above but let’s just take these points as read. The marketing landscape is looking pretty fragile.
So, what is stand-out marketing? For me, ‘stand-out’ is about challenging and shaking the industry (and not simply about gimmicks) and ‘marketing’ is about revenue generating (which it should be). So, ‘stand-out marketing’ is inventing (new) methods to disrupt the normal way your industry conducts business.
We can now map out how to make your marketing stand out.
How to start creating some stand-out, disruptive marketing To improve your whole approach to marketing you need to ask five questions of your customers and your business. This can be a quick’n’dirty exercise (grab a room with a flipchart and some of the key people in the business) or it can be constructed in a more methodical manner incorporating some research.