How to promote your business, making the most of your available budget. To find the marketing plan that can produce the best possible results, you shouldn’t find a list of general suggestions or try things out by blindly trying what someone else did.
Therefore, in this article we outline a 4-step advertising process to find out what works best in your business with optimizing your budget.
What is the smallest ring, the most specific group of users who want your product? It is an exercise in imagination and the more you do it, the better you get. For example, let’s say we are in the business of making ice cubes. A target audience could be consumers of drinks from vending machines in the workplace, those who hate drinking from cans, or those who like to pour the drink into a cup that they bring from home. Quite accurate, right? This is how we need to think.
This is basic and easy to mess up. Nobody wants a product all the time. Throughout the day, consumer desires change. Personally, I don’t want food when I’m not hungry. I don’t want to sleep when I’m not tired. I don’t want to replace my car when mine is working well. When I am looking for “cheap flights to France,” I am not particularly interested in buying a French press.
Many entrepreneurs make the mistake of asking themselves, “What do people want when they buy my product?” Instead, they should first ask themselves, for example: “When people want to buy, are they also sitting at a computer?” In the example of the ice cubes, our potential customer wants to buy our ice cubes in the moment between when the machine ejects the can and when the drink is poured into the cup. At that moment, we want to try to reach them with our product.
So how can you get to the precise moment when consumers want your product or service? All the other moments and ways of reaching them will never be comparable, on a marketing level, to the magical moment in which they need you. In the example, ice cubes, if I am an entrepreneur running out of liquids, I will use Guerrilla-Marketing tactics, placing graphic elements on the doors of the beverage dispensers of local businesses.
Or, if I’m looking to invest some money, I can consider advertising from my supplier, a partnership with a vending machine or trying to produce and distribute cups with an antibacterial handle that has a message from my brand on it. Again there will be tons of possible examples, but you only have to choose one – what you think for yourself will be the most effective.
If you are not super excited about your idea, go back a few steps, or even start over. Once you have been totally satisfied, think about any small adjustments that could hit your target perfectly, so at that point further expand your circle of potential customers. This is essentially the development of the super-narrow focus, which is a further focus on what has been called your strategy originally.
This process works well for busy entrepreneurs because it can be done as a static exercise or as something, you think about when you have a few minutes. It is also possible to do many of your personal interactions, a jump-start to the process. After each sale, we ask ourselves: Who were they? What were they doing? How can we get to others like them?