Rachael McGarvie: Focus on the needs and wants

"FOR A business not to advertise is like winking at a girl in the dark. You know what you are doing but no one else does."

This is a famous quote from US marketing consultant Stuart H Britt and always elicits a smile from clients. But I go one step further and say it is not just about advertising, but overall marketing.

Marketing is key to any successful business. This doesn't mean you have to spend oodles of money on promotions. But you need to take the time out of business to strategically plan your marketing.

Marketing is ultimately making sure your existing clients want to use you again and potential clients see value in using you. It includes your overall strategy on price and how you sell your goods. It includes your brand, your research and how you communicate with your clients and potential clients.

A lot of small and medium businesses tack on marketing activity as an afterthought. They do it in fits and bursts when they have a spare five minutes in their day.

These businesses are missing out on the power of effective marketing when it is planned strategically to support what your business does and where you want your business to go.

Smart businesses set out a strategic plan that focuses on the four Ps of marketing - product, place, price and promotion. Strategic marketing enables you to make sure these areas are in alignment.

For example, if you have a high quality product but have priced yourself as the cheapest in the market your pricing strategy is not aligned with your product and brand strategy. Potential clients will question your offering and potentially choose competitors.

Marketing needs to focus on the needs and wants of customers. It is a business wide function - not done in isolation.

To touch up on this come along to the next Rotorua X Mastery module "Marketing Essentials" on Wednesday, November 19 at 12pm. Cost is $45 and RSVPs are essential.

Rachael McGarvie is a trustee and marketing officer of the Rotorua X Charitable Trust. To find out more go to www.facebook.com/rotoruax or email rotoruax@gmail.com