To know how effective is the marketing theory when applied to the real world, it is neccesary to set up a system's assessment, that feeds back results to the original framework. It is not a matter of assessing individual aspects of the theory but the whole proposed system, due to the mutual interactions between the elements forming the system. Assessing allows detecting flaws in every system's component.
I would offer up the following suggestion: to first gain experience and traction in our target market, volunteering on a board that services your target market or any organization that does so, and volunteering on a project where you can apply your marketing theory /skills to gain the reality experience needed would be a first start.
This is a low risk way to gain the entry if one is working on building credibility in a particular skill (theory) or target market.
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In theory, there really isn't any difference between theory and reality. In reality, they are completely different.
If you have put a system into place that you trust and believe in, you need to just keep churning away. Any time you get a clear 'no', try to understand why you received that 'no', make sure that part of reality is contained in your system and you still believe in your system. If you do, push. Most good marketing takes time. Time to build recognition, trust, and acceptance. You never want to quit on a good plan too early or a bad plan too late.
I'm with Vince Fowler, on this one on two points! 1. Odd question coming from a marketing guy! 2. It's all about execution. Good answer Vince.
Here's what I want to add. Whether you're marketing business-to-business or business to consumer, and whether you're marketing, a product, a service or just raising brand awareness, the common denominator is people. All marketing strategies are ultimately meant to influence people to do something or to know something. But here's the kicker, the market has changed dramatically, since the heyday of Madison Avenue. Today, consumers ( people) listen to each other more than they listen to outbound messaging from brands. ... The Nielsen group clearly showed us that earned advertising is what consumers trust above ALL other advertising and I mean ALL advertising. Google this phrase to read the article and see the amazing results for yourself! "GLOBAL CONSUMERS' TRUST IN 'EARNED' ADVERTISING GROWS IN IMPORTANCE" So what's the take away from that study? .... Make sure you're asking your satisfied customers what they think of your quality and service, then take the next step and turn that feedback into an actual online review by asking them for it! (Thanks Piet Aarts for the comment about asking and listening! :) no matter what kind of marketing strategy you settle on as dictated by the scenario, earned advertising also known as online reputation adds value to all of it. Print, radio, television, billboards, bus signs, smoke signals etc.! if consumers have declared you the market leader because of your five-star reputation thanks to their reviews, then mention that in your marketing. because remember, consumers don't trust brands anymore, they trust each other. So, put reference to the Google-able social proof in your marketing because you're ultimately driving a consumer to your online reputation anyway! And your campaigns will crush it!
Marketing is the battle for the customers mind. The only way to establish a position in the mind is to displace the position that already exists. That means that your value proposition has to be faster, better, or cheaper than the brand that you want to displace. This is the starting point. Developing a positioning strategy is a long term proposition that starts with clearly, simply, and concisely defining your unique selling proposition i.e. what is better than what exists and why?
I think you already have 9 pretty good answers about different strategies and theories. Also you have one outstanding answer from Vince: EXECUTE, EXECUTE, EXECUTE.
Your question states "How do I turn theory into realiity?" Thomas Edison said "Vision without execution is hallucination". I would listen to Edison's and Vince's advice. Take your theory, or any of the other 9 suggested, and EXECUTE it. Executing a bad strategy is far better than doing nothing.
I wish you a lot of success!
Simon, it is important that you have an all encompassing lead generation campaign to ensure success. Of course one must dedicate time every day to this effort and in many instances such activity takes a back seat as other activities to run the business seem to take a higher priority. You may want to look at outsourcing your marketing and business development activities.
I would look at what credibility do you have and then work on how you can leverage that. For example. Have you written any books or whitepapers that you can leverage.
Marketing is a bit like constructing a skyscraper. It is a process. I used to build skyscrapers so I know a bit about this.
First you need strong foundations that will support the tower. At first you will not be visible. In fact you will be below ground level.
Rather than seek a quick fix solution, simply add a bit more value to your target audience by posting every week at absolute minimum. Daily is better.
This may involve using Blog posts, videos, audios and podcasts.
Also post these onto social media such as Twitter, facebook, You tube and Linked In.
And realise that once you have a system you can simply re-purpose one piece of content into multiple formats. A text blog post, becomes a video, becomes an audio all of which become a podcast.
Adding value is the best way to gain traction. By building strong foundations you can build your tower higher so that you become the obvious and most visible choice.
I hope this helps.
If I can be of further assistance just PM me.
Simon, I'm confused. You're in marketing and you're asking us how to market? Is that right?
Just for fun, I'll say this... take your marketing theory and actually execute one of your strategies. What ever strategy that is... actually put it into play.
Let's say your strategy is "Cold Calling" (God, I hop not). Now go out and actually call on businesses... Record your activity and track your results.
Do it again the next day.... then measure your results...
Execute another strategy. Record the activity, track the results... Measure. Compare your activity and results between the two strategies.
Since you used the word "theory"... and you said, "need to turn marketing theory into sales and revenues..." My guess is there is a lot of thinking going on and not enough action.
Don't over analyze things too much... or "what if..." yourself to death... just DO. And DO a lot. Then and only then can you begin to see which marketing efforts are working and which are not.
Now go do it and have fun doing it :)
I posted an article, "The 7 Habits of Highly Effective Marketers" in my Resources section: http://www.mosaichub.com/resource_center/resource/the-7-habits-of-highly-effective-marketers
This piece addresses the basics an entrepreneur needs to know to gain traction in their target market. Hope you find it useful.
Definitely, in my mind it is Video Marketing. It ranks faster and is easy to create multiple videos for multiple keywords. I typically get my videos on the first page of Google within 48-72 hours.
Go where the fish are.. I compared Fishing to Marketing I Just wrote a blog a few weeks ago on this if you want to see more details fleshed out so to speak. Just message me and I will give you the link to my blog where you can learn more.
just sent you email via your website with 7-step recommendations, HUB won;t allow links in these messages
The answer to that question depends on your target customer. I dont; have a lot of experience with consumer markets, but with B2B markets it all comes down to relationships. Social media and internet websites are important but it just doesn't replace face to face meetings and business development. Granted the marine industry, from which I have experience, is still a person to person business environment, however I think it still applies to other industries. I like to focus on two or three target company customers. If you can land one of them, do a great job they will help you spread the word to other potential customers.
The first question to ask yourself is: what is the purpose of my campaign?
am I defending a territory? Introducing a new product? Expanding my trading area?
Or, trying to reach a new demographic? That answer will provide you with the direction to begin formulating a strategy.
Ask your self the question: What Marketing Channels do I need to utilize for my business? Answer that question, then you are on your way. Then ask yourself: How does my target market search for my services? Then you can start building a solid Marketing Strategy that leads to conversions.