Build up your
company awareness and profits.
This is part one of a two part series on marketing.
by Judy Guido
All landscape professionals need
marketing to understand and meet their customer
needs. That means delivering the products and services
they want, at the price they want, when they want
it. Here are five marketing principles that will
position you for success:
1. IDENTIFY CUSTOMERS KEY
NEEDS AND DEVELOP A CUSTOMER PROFILE:
Don't guess ask become an askoholic. Find out what
your customer needs. Customer loyalty comes from
being well informed. The more you know, the better
you can anticipate and service their needs
2. WRITE A MARKETING PLAN:
The plan is a road map with targets, tasks, timelines,
and costs keeping you focused and saving you time
and money.
3. DO AN ENVIRONMENTAL ANALYSIS:
Identify strengths and weaknesses (your organizations
areas of expertise); and opportunities and threats
(competition and gaps you can attack.)
4. ANALYZE INDUSTRY TRENDS:
Put your market under the microscope. See how customers
are buying. You can discover new services or products
that customers need.
5. PERFORM A COMPETITIVE ANALYSIS:
Understand their strengths, weaknesses and how they
are different from you. Differentiaton is critical
during the selling and proposal process.
Marketing leads to increased revenue,
visibility and profits. Exercise these principles
and your company will grow to be strong and profitable.
