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Do you know what your customers think of your
products and services?
How well are you servicing the marketplace and
providing products and services that customers and potential
customers want and need?
What do the people who buy your products do
with them.
If you don’t know the answers to these
questions, then it must be difficult for you to know what would
interest your customers.
The immediate need is to find out what your
customers do want from you, and even to find out what your potential
customers want. This information would enable you to target the
right benefits from your products in any promotional campaign.
Alternatively, you could look at whether your
products and services are the right ones. Does the market you are
targeting really want those products and services, or something
different?
Answers to these questions will lead to
solutions to your problems.
Perhaps you need to change the promotional
messages you have been using.
Perhaps you need to change the products and
services that you offer, or at least modify them to meet customers
demands.
Or perhaps you are targeting the wrong markets
for the products and services that you have.
In any case, you need the information before
taking any decisions.
KCA Marketing can help to structure the
information gathering exercise, and then to devise the strategy that
will take you and your business forward. |
As an example, Black & Decker decided to look
at the sort of market that they were in.
This was many years ago and their main product
line was electric drills, so they had an inbuilt theory that people
went out looking for an electric drill, and Black & Decker was the
market leader, therefore they were successful.
On further reflection, they came to the
conclusion that what the customer really wanted was a hole, they
didn't necessarily want an electric drill. As long as
the customer could produce a hole, they were happy.
They weren't providing the customer with an
electric drill, but with the means of manufacturing a hole.
So if a competitor came up with another method of producing a hole,
the electric drill could be redundant.
This changed the way that they looked at the
marketplace and the type of marketing message that they should use,
in fact it changed the whole ethos of the company.
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