While directing a photo shoot in Saco, Maine, I saw a great little cross-stitched sign that hung in the men’s restroom. It read, “Ready, Aim, Fire.” I won’t go into the particular meaning given the environment in which the little sign hung, but it made me think about how many organizations market themselves. They simply get ready, fire, and then aim with no thought about who their target is, what they really want to achieve, and how they will be perceived.
Marketing requires more than clever images and clever words. Smart marketers know it takes three key understandings to be successful:
An Understanding of Yourself
What gets you up in the morning? What are your passions and your dislikes? Why are you in this business? What makes you different from your competition? These are just a few questions that you have to ask before developing a marketing strategy. I can’t tell you how many times we have posed these questions to the heads of organizations only to be met with blank stares. However, when organizations stop and answer the questions they come to understand themselves more. Once you come to understand yourself then you will be able to clearly speak to your target.
An Understanding of Your Target
A key component in a great marketing strategy is to know who you need to target and why. Good market research is essential in building a good database of contacts. Developing a good database is time intensive and something that requires maintenance to ensure that your future messages hit their mark. Finding a target that will be receptive to your message will create a greater ROI for your efforts.
An Understanding of Your Goals
To be profitable, you have to know why you’re doing what you’re doing. Your goals might be to build greater brand recognition, generate sales, build awareness, or promote a specific product or service. A clearly defined objective is the start of any great strategy. When you can convincingly state why you need to engage in a particular marketing activity you will have an easier time determining your overall strategy.
You can’t expect your marketing efforts to succeed if you use the ready, fire, aim approach. Knowing yourself, your target, and your goals are critical in building a solid marketing strategy.
What’s your thoughts?
