Marketing Program Development for outstanding ROI

With all the opportunity to market ourselves these days, the sheer volume of choices to promote one's business can quickly become overwhelming.

When defining a marketing program, you are essentially trying to find the intersection of three systems: the action of providing your product or service, the action of marketing those products or services, and the action your potential clients take in satisfying the needs your products and services fulfil.

The intersection of these systems. is when a potential customer contacts you, or you contact a qualified potential customer. 

The development process goes as follows:

• Define your capabilities to produce what is determined by the demand of the marketplace
• Define your potential customers and what needs you can satisfy with what you can produce
• Define how can we reach these potential customers and how can they find us. 

Designing a marketing system that tightly fits this small window of unification, the more efficient your marketing spend will be.

With data analysis and marketing program adjustment, one can get more and more efficient as time goes on, as long as you stays on top of the changes in the marketplace related to competition, potential changes in customer behavior or demand. Yes, it is not easy, but definitely a lot easier than it used to be.

Let's dive into this a bit and blow it up so we can take a look at the components.

The first question is "What can we produce":

With respect to capabilities and capacities, there is the scope of possible products and services you can provide for sale given your financial resources to scale, the ability to hire and retain talent, and your ability to develop new products or services.

So, the process goes something like this..



We make buckets, we need to determine our ability to produce what is needed in the marketplace, and our ability to make a superior bucket vs our competition. We need to determine how many buckets we can produce at a price that will sell.  We need to determine our capacity to develop new products the marketplace might demand that can be produced with the current in-house equipment and expertise.

The second questions is, "What do people need that we can produce"

Determine the demand for the kind of buckets you produce at the given price. Determine what other demand for products you can produce with the equipment, resources and experience you currently have. Determine the target demographics for what you can produce and determine their shopping/purchasing behavior.

 The third question is "How can I inform potential clients that we have what they want at the right price, and how can I make myself available to be found by potential clients who desire what I sell.

The question is specifically, how can my marketing efforts efficiently match potential client's behavior, locating and informing them of the match, as well as being able to be found by a potential client's method of shopping.

This is also a question of capacity, regarding your ability to market your business, and your ability to accurately determine your target demographic's behavior.

So, in the bucket maker example: The demographic's demand and behavior being determined as best as possible, marketing efforts are designed to match potential clients behavior, meeting them with the right message at the right time. Within our capability, new products or services are developed and marketed to the potential clients that demand them.

Paying attention to marketing efficiencies from the start of your marketing program development, you can have a much better chance of as large a return on your marketing spend possible.

Tony Sternad
HabaneroMarketing@gmail.com
510-545-2054