Every day in your equine business, you’re marketing. Marketing is how you answer the phone and how you design your advertising; it’s visible in what you wear, what you post and how you package. Put simply, marketing is incorporated into everything you do.
Today, we’re asking the question: what is average marketing? And, how can you be exceptional?
1. Average Marketing Starts With the Business, Not With the Customer
At the core of every business is the desire to make the lives of our customers better. Your product or service exists to solve a problem, and effective marketing positions your product or service as the best choice in the minds of your customers.
But, exceptional marketing starts with the customer. Exceptional marketing finds customers where they are, speaks to them in their language and offers added value. It crafts a story with the customer at its centre and builds trust, connection and community.
2. Average Marketing Focuses on Short-term Gains, Rather Than Long-term Relationships
To survive and thrive, your marketing choices are made to acquire sales. After all, no business can continue without a sustainable cash flow and effective marketing produces a solid return on investment when done right.
But, exceptional marketing is measured in more ways. Exceptional marketing is comprised of both short-term and long-term strategies. Success is not only measured in figures, like sales targets and Facebook likes, but also in customer satisfaction.
3. Average Marketing is Designed to Persuade, Instead of Connect
Advertisements, cold calling and trade stands are part of your marketing mix. Deciding on your advertising budget is the first step, and effective marketing is simply a case of writing copy and designing artwork to convince your customers to buy, right? Wrong!
Exceptional marketing doesn’t end there. Exceptional marketing supersedes the advertising tactics of less than 10 years ago that no longer work as effectively. It takes place on all platforms – your social media accounts, your blog and your e-newsletter – and aims to connect, not coerce.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.