Why Marketing Works

Why marketing Works

Today, everywhere we look, we are exposed to advertising. The reason it exists is simple: it works! Advertising continually reminds people to watch a certain program, feel better by buying a fashion brand, having a memorable time at particular location or venue or buying a product that will enhance a feeling you basically never knew you wanted or as they make you feel needed.

Everywhere we go and everything we buy we are being assesed by marketers who will use our patterns of our behaviour to make predictive judgements on our future habbits. Still, the reality is that some promotions work while others don't. Marketing is a sophisticated combination of being in the right place at the right time with the right product. And it's the job of marketers to convince people to buy a particular product.

How can the owner of a single operation or small chain business has a challenge compete with the corporate chains or well established businesses in your area when their advertising budgets may be 100 times greater than what you can afford?

The good news is you can compete and you can actually beat many of these chains at their own game. How? By knowing your community, offering a unique and distinct product and tailoring your promotions to your particular business philosophy. After all, you probably know your community much better than some corporate marketing director across the country who often, rather than getting to know their community and target specific campaigns to target customers, will actually spend big money to target everyone and hope that out of everyone who is exposed to their message it will fing someone who is interested.

Chains have only one big advantage and that is name recognition. Out of necessity, they usually run their stores the same way in Sydney as they do in Bourke. Use this disadvantage to your advantage. They have much more ground to cover with little differentation.

The ultimate goal in your business is to increase sales and, hence, profit. Marketing is a proven means to this end.