We often announce the end of « Dad's Marketing », but it happens that we still use it a lot and even that we teach it, in initial training as in continuing education. Dad's Marketing recipes still make people happy, because they work! We have to admit though, new techniques are appearing with social media, digital, mobile and cross-channel, which need to be used. So what should we keep from Dad's marketing ?
The “market/customer” oriented approach
A good knowledge of the market in which we operate: -who are the users/consumers of the products and services we deliver? -By what other competing offers are they attracted? -Where and how do they get information? -Where and by what process do they buy? -Finally, what are the major prospective trends that could change the current situation?
Identify the criteria that will best segment our consumers and users: Socio-demographic in B2C, by sector of activity in B2B. Evaluate these segments and identify those which are the most attractive in terms of image, volume, and growth, those which are accessible and for which the company has the financial, and commercial capacity to reach them. There is no marketing without segmentation of its market and of its customers.
An action-focused diagnosis:
The diagnosis, whether we use the SWOT tool or another, should allow us to put the strengths and weaknesses of the brand, products or our customer portfolio into perspective with the opportunities and threats of the external environment, competition, regulations, prospective trends, technology, etc. This diagnosis should enable us to define med-term strategic orientations, or to develop business in a given segment, refresh the brand or shield it against threats. These "macro" strategic axes will ascend into very concrete actions in the field: acquiring new customers, retaining others, innovating with new products or services.
Clear and relevant positioning
The positioning of the brand or product line is defined based on analyzes of its distinctive attributes regarding the strengths of competitors and the needs expressed by consumers. Positioning reflects the brand’s added value in a sector. This positioning is defined in one paragraph: What does our offer consist of? Which target segment? And who has more quality or attributes versus the competition? From this positioning then follows the “DEAL”: a range of products or services, the type of communication, the messages to be delivered, the distribution channels to be retained...
A coherent Mix-Marketing:
The 4P Mix-Marketing, as described by Mac Carthy, remains one of the fundamentals of supply marketing. Even if today, the digital, the 360° communication and the cross channel have shaken-up the codes, it makes it possible to have in mind the coherence between all the elements of an offer.