One of my most reliable sources for marketing material is a long time Valley of the Sun entrepreneur, Allan Starr of Marketing Partners in Phoenix (www.marketingpartnersaz.com). He and I think a lot alike in that we both know the power of positive thinking to move us toward goals that we have.
In a recent newsletter item, Starr notes that most entrepreneurs are optimists with a penchant for energy, determination and effort which are a part of the success formula in business. Pessimists, on the other hand, set themselves up for failure. Starr refers to the challenging economic times we face in the New Year when pointing out how positive thinking can smooth out the bumps in the road and keep us on a straight track to success.
As an aside, Starr talks about some basic tenants of marketing. “Recognizing the premise that advertising is about selling what we have, while marketing is about having what will sell, we must first look inwardly at our product and service offerings to determine if they are well suited for our target audience,” he commented. He urged targeting precisely the audience that matters most. “This should include not only direct prospects but those centers of influence to which they respond, like associates and peers, organizations, the media, etc.,” Starr said.
Looking at a challenging new year, Starr said businesses should select energetic marketing steps. This type of discretion is necessary with tight budgets calling for expenditure controls. Starr urged businesses to make at least one impression per month with everyone in their database.
Starr recommends examining your marketing plan and making amendments where necessary. He offered a few marketing tips:
• With the help of others, think your plan through carefully
• Commit it to writing
• Commit it to action
• Give it a chance to work
• Establish benchmarks
• Analyze results
• Don’t be affair to amend the marketing plan, if necessary
• Keep your eye on the ball and the prize.