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February 2013 – Marketing is Everything

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Marketing is Everything

The term, “Marketing is Everything” is prolific, but it has become so cliché that it may not have the impact that it deserves. So how about this: “A Healthy Business is High in Saturated Marketing.” Let me explain.

Is Your Business High in Saturated Marketing?

Marketing needs to saturate every aspect of your business. Like oil poured over someone’s head, it needs to stream into every nook and cranny of your business, no matter how seemingly insignificant, including your stationery, the way your receptionist dresses, the message people hear when they call and are put on hold, the cleanliness of your public restrooms, signage, company vehicles, website, everything.

Nothing can be overlooked because that could be the one fatal flaw that drives a customer toward your competitor. Following is an example.

Off With Her Head!

I have a friend who called her hair salon a few days ago to make an appointment, and because no one answered the phone, she had to leave a message. After waiting for hours for a return call, she decided to drop by the salon as it was on its way to another appointment. When she arrived, the young receptionist kept fielding phone after phone call, not giving her more than a peremptory glance.

My friend waited to speak to the receptionist for several minutes, then decided to interrupt and ask why she hadn’t received a phone call back.

The receptionist said that she probably hadn’t received a return phone call because she she had been busy. Whack! There went that customer’s head. The receptionist’s rudeness and the unconcerned “busy-ness” of the staff served as the swift strike of a guillotine for the business my friend had been giving to that salon.

This was a clear lack of marketing saturation that proved to be a death knell. Now, let’s look at an example of what great marketing saturation looks like.

At Your Service!

An independently-owned auto repair shop offers rides to customers who need to drop their vehicles off for service.
But here’s the real kicker: the shop owner is the one who gives the rides, and not only does he do it in his vehicle with his logo emblazoned on the windows, he does it with a smile. Does this seem minor? Not to the customers who don’t get this kind of treatment anywhere else.

You can bet they take notice, and they’ll be coming back for their next oil change or repair. And this same owner makes a point of putting names with faces, so his customers begin to feel not just like valued customers, but old friends. And like the lyrics to the old “Cheers” show theme song, “Sometimes you want to go where everybody knows your name, and they’re always glad you came.”

So take a good look at every nook and cranny of your business. If it isn’t saturated with marketing like a well-oiled machine, it just might come to a grinding halt.

Wishing you all the best for effective marketing!

David Fischer

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