I need marketing assistance

[yeah_m8]

This is a good thread and I've looked at some of the links given and still have no idea on how things work, but I do like the idea of "Courses" and wouldn't mind giving that a go to see how to market my brand or whom shall I pick to market my product.
I've got a product that's ready and are halfway through stages in having a professionally made 90second video that will display my product in it's uses but once I have that, it comes down to marketing in which I have no idea on how to tackle other than pay someone to do it for me, but I myself would like to have some insight on an learn a bit about marketing first.
Again, good thread

[Blownlc]

Creating a marketing strategy is the easy part. After all who knows you product and business better you?

The difficult part is the implementation and execution of your marketing strategy and research. This is the area where people such as myself are confronted with difficulties. It can be frustrating but often learning new things is. It is however really nice when experienced people such as those who have given advise in this thread, put their hand up and offer some help.

Thanks again lads!


LESS YAP YAP, MORE TAP TAP!!

[AB]

Just thinking about this thread as you do at midnight...lol

If one was to create a semi professional promo video to upload to you tube to run for 60 seconds what program would one use....lol

Is there anyone half decent on video software, what do you use?

I have access to the full Adobe cs package or is there a freeware something?

[Kast]

For what its worth...a marketing strategy is about asking the question of how do I reach my target market most effectively?

I think we tend to get wrapped up in the social and digital media trend and lose sight of the goal - our target clientelle.

I prefer a top down approach as the work you do in defining the various elements will stand you in good stead for a long time....

Typically I'd start with what's the market and how big is it? This is an inexact science but through data sources like building starts, govt / council budgets etc you can get a very rough idea. This is about top of chain stuff.

From here you can work down the chain of who's the 'client', who's the head provider, how many links in the chain until finally who will engage your company?

I'm thinking in your space there'd be a mix of head contractors and asset owners (govt, private sector, utilities etc). So in you're geographic reach specifically who are these companies and organisations? In answering that you'll create a list of both groups (eg local councils) and specific entities (eg service stream, negri contractors etc).

Now! Once you've done that you can get further down the funnel and ask how to best connect with them.

Digital media may not be the answer when you best consider how to connect with the identified targets. But it may be. Govts tend not to use digital as the first port of call. You may need to preregister as a provider or walk in and say Gday to the works manager! But they will checkout your website once they know you exist.

The point I make is be wary of jumping to media unless you're sure your target clients use it.

I'm not for one moment suggesting you don't need an online presence. I think 99% of business does. But how deep you go down that path productively will depend on how your target clients id their underground boring providers.

Finally a few core points:
1. Pareto principle is key. 80% of your potential revenue will come from 20% of your clients. This is less so in the selling of goods market (like 4x4 accessories! ) but hugely important in yours. I'm not having a go at the good work that ironman4x4 do - just highlighting that their market has different dynamics to yours. They really do know their market backwards and hence the great intell they offered on the online front

2. In your sector don't rule out or under estimate the power of direct approach and relationships with either the purchasing officer or the decision maker ( usually the guy on site)

3. Once you make a 'connection' - who loves your work be sure to trade / leverage it. The best customer is the repeat customer and the best form of marketing is customer referral

4. In finalising your marketing strategy make sure it truly reflects your understanding of your target clients but also accept it will most probably require a mix of media / selling channels (not much point being online if your clients are technophobes or choosing direct approach if your market is high volume low value clients spread around the world).

5. Check out your competitors sites. I'm not suggesting you copy them because the key is to differentiate yourself from them in being more client focused/understanding, but you'd be surprised how much you can glean from what they put out there

6. Reputation is everything. Protect it with everything you have. I'm not saying every job will be perfectly executed, we're humans after all! But make sure you do the right thing when things go wrong. You can make huge mileage out of a poor situation by responding well.

7. This won't be so applicable first up but once you get going try and choose your clients. It may be worthwhile working for govt (reliable payers) rather than high value private companies (love to string payments out or avoid altogether if possible! ). There are exceptions of course but be aware...

8. Remember cash is king and the job aint over until you've been paid. Aiming for huge revenues is a mugs game (just look at the share market listed contractors), profit with good cash flow is what makes success.

Sorry for the length of this. Hope it helps in some small way. From someone who operates in your broad sector - I'm happy to help in any way I can. It's a hard slog but the smart players can be well rewarded for their effort and persistence.


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