There is a biblical saying that goes, “you have not because you ask not” as a marketing professional we are always “asking” people to do something….be it spend money, participate on social media, come to an event, etc…. Asking is the essence of marketing. Knowing when and how to ask is the science of marketing. Gathering target audience information, consumer buying habits, focus groups, market share and the like are the tools we use to figure out these two simple questions – How? & When?.
How to ask, falls under taste, tact and creativity. You never want your target market to think you are being tasteless when you ask. You want to be clever and creative and sensitive to the market you are trying to win over. For example, October is breast cancer awareness month. There are a lot of products, services and events being marketed during this month all in the name of breast cancer awareness. For the most part, businesses understand the seriousness of this cause and act accordingly. To do something that would take away from seriousness of this cause would be tacky and tasteless and may cause the loss of current customers and potential customers. When you ask, be sure to think and do your research first so the “how” will appeal to your customers.
Holidays are perfect example of when to ask. You know a particular holiday, be it, Christmas, Halloween, Valentine’s Day, etc… is fast approaching, so what do we do as marketers, is have our clients push all of their holiday related products and services. We may even create a special offer or product for a particular holiday. As a consumer, you are always being asked for or to do something, all in the name of “holiday spirit”. As a business owner, holiday celebrations give us the opportunity to unabashedly ask consumers to support our business. In some cases it also allows us to show community awareness and compassion. All of which, can add up to additional dollars for your business.
Each product or service you offer will have a different set of criteria and thus different answers for how and when. Once you conquer the how and when the battle is won. From this point on, you just have to keep it fresh, stay consistent and most importantly be considerate to needs and wants of your target market.
As a business owner, the consumer is expecting you to ask, but to win them over you will need to know how and when.
She is mad and she is not going to take it anymore! The Mad Lady Marketing Blog is just her way to drive home the importance of marketing in business. With over 15 years of experience in marketing, graphic design and communications, this marketing expert is mad (crazy) about marketing and mad (angry) at small businesses that don't understand or utilize marketing to promote their business.
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