Marketing Strategy: The
Smart Way To Dominate Your Niche
 Marketing
strategy is the key to giving your business or organization a competitive
advantage. And the best advantage of all is to select a niche you can
dominate - you can be No. 1.
Marketing strategy works best when it is
based on sound market research, organization analysis, and group decision
making by the management team. Marketing strategy is not a function of the
marketing department! It is a vital function of the business as a whole.
"Strategy" comes from the Greek word
for "general." Generals plan and control military campaigns to win battles
and wars. Over time military strategy evolved into business strategy, then
marketing strategy. But some of the principles are the same.
Effective strategy involves
concentrating your resources on your greatest opportunities, taking
advantage of competitors' weaknesses. In combat, smart general concentrate
their forces where the enemy is weakest, often using the element of surprise
to gain the upper hand. In marketing, smart managers concentrate their
marketing dollars, programs, media and messages in areas where they can gain
the upper hand, and where competitors are weak.
For example, let's say you are marketing
manager for a small company that makes gutter covers, also called gutter
guards. There are dozens of companies spending millions of dollars to
advertise their products and claim superiority. How can your small company
compete? It must identify a niche where it can be dominant. Maybe you can
offer the lowest price. Or maybe you acknowledge that sooner or later all
gutters get organic debris in them, so you have an annual gutter cleaning
service which you provide very inexpensively - and the first year it's free.
Usually some dimension of superior
quality, lower price, or better/faster service is
necessary to distinguish your business from the competition. Your greatest
opportunities will always involve building on your strengths, on ways you
are better than competitors. Then you concentrate your resources on those
strengths so your brand becomes known for that advantage and customers who
want it seek you out. See the next column for another take on marketing
strategy.
To discuss how Lawrimore can help your business or
organization develop a highly effective marketing strategy, please contact
us via our online contact form or call 704-332-4344.
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Our
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Marketing Strategy is the most powerful
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government organizations as well. Contents include:
-The key to all effective strategy
-How to develop an effective marketing strategy
-How to analyze your organization's strengths to focus on your competitive
advantages
-How to understand all the different groups of people and market forces that
impact your success
-Identifying critical issues and using them to drive effective market
research, whether your budget is large or small
-How to develop a defining vision and smart goals
-Various types of market research, and how to select the right one
-How to develop a winning marketing strategy
-How to determine the messages, media and branding statements to support
your winning strategy
-Internet marketing strategy: what every manager must know!
-How to use powerful free tools to help you sharpen your Internet marketing
strategy All this and much more can
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