At Marketing 360® we outright say it:

We believe in marketing. 

But what does that mean?

It means that if you have a clear value proposition for your product and there is a group of people who will benefit from it, that marketing can bring you together.  If you have a strong solution to a real problem, marketing will make sure the people who have that problem will know about you.

We believe this with certainty.

Buy Stock In Your Own Company

A business start-up talks with one of our marketing consultants and does some initial research into marketing execution.  Things sound good, and he’s ready to go forward.  The guy says he’ll get in touch on Monday to finalize things and get started.

The marketing consultant never hears from him – Monday or ever.

Why not?  Why spend the time planning this thing out only to bail out at the end?

Another business has been around awhile, but things aren’t going that well.  A new competitor is aggressively advertising and low-balling on price.

The competition is starting to distance themselves, but the business isn’t reacting.  Why aren’t they hitting back with marketing?

Do either of these businesses sound like you?  Why are you delaying?

There are two important considerations.

First is that you’re not looking at marketing as an investment – you see it as an expense.  You think it costs too much.  You don’t want to lay out the money.

But marketing is not like buying a delivery truck.  How much does it cost? is not the right question to ask.

Marketing is an investment.  You’re buying stock in a company – your own company.  When you plan a marketing budget, you plan for a return on the investment you put in.  If you can put in one buck and get two back, you’ll do it all day long.

Investments are designed to make you money.  With marketing, that investment is determined by what’s required to reach your target audience and what’s necessary to edge out your competition.

If you don’t make the investment, you’ll never see the return.

The second reason explains why you’re not willing to invest in marketing your company.

You don’t really believe in the value of your offer, and you don’t know if there is a consumer base that will spend money to get it.

Early on, this is understandable and common.  The problem is a lack of market research.  You think you have a great idea, but you haven’t gotten enough data to feel confident that what you’re offering will sell.

In this case, you’re not ready to execute on a marketing strategy.  You need to conduct research on the viability of your offering.

Ask:

• Is there a genuine need for my product, or is it a solution in search of a problem?
• Do the people I could help understand they have this problem?  If not, can I educate them?
• Can I produce and deliver my product and maintain profit margins?
• Do I have the technological resources and human talent needed to run my business?
• Does my offer have something unique about it, or is this a “me too” product?
• Can I use available marketing and advertising channels to reach my audience when they have an active need?
• Am I prepared to work with the necessary buying cycle and nurture sales over time?
• Can I operate without a profit for the time period needed to gain brand exposure and marketing momentum?
• Do I have a plan for dealing with hesitation and indecision?  How do I get around “maybe later”?
• Who is my competition, and how do I distinguish myself from them?  Is there market share for the taking, or am I arriving late to a crowded party?
• If the competition is heavy, am I prepared to advertise aggressively to beat them out?
• Do I have the guts and determination to stay the course and build out my business until it has the chance to take off?

Answer all these questions before you start planning tactics and execution of your marketing.  A marketing company like Marketing 360® can market your product.  We can help you communicate value and make sure the right audience hears your message.

But we can’t create that value for you.  Find that within your business plan, product development, and yourself.

When you feel assured there is a market need for your offer, you’ll be ready.  Hesitate further, and you may lose your opportunity.

Entrepreneurs are a bold breed – jump in with both feet!