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KISS - How to keep it (your marketing plan) simple, stupid
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From one of the most utilized websites, wikipedia , the KISS principle: KISS is a bacronym for the empirical principle "Keep it simple, stupid".[1] KISS states that design simplicity should be a key goal and that unnecessary complexity should be avoided. Some propose that it follow its own principle by dropping the redundant letter to be: KIS "Keep it simple". Another possible interpretation is "Keep it short and simple"[2]. I believe that businesses, technology and information in too many instances have forgotten this principle.
The best marketing a business can do is create and retain a satisfied customer. Satisfied customers are your best sales people! That is how referral marketing works. Your satisfied customer turns into a referral and as a referral they share the news with another potential customer who is looking for a similar experience. What technology and specifically social media allows consumers to do is not tell one person in their network but thousands of people who are connected through multiple networks. Sometimes I see websites that have too much information. This diagram above shows the patterns of a consumer making a purchasing decision.
Step 1 - Consumer perceives a need. The most effective advertising identifies the problem and shows how their product is the solution. Today's technology allows a small business to purchase an advertisement on Facebook for FREE or next to free (see social media for business to learn how).
Step 2 - Consumer searches for information. This is where the information super highway come into play. Consumer want to do business with businesses they like, know and trust. They do not go to the internet blind. Social media is know the #1 activity on the internet (even bigger than porn and e-mail) so the first step is see what business fits the need in their network.
Know that you now, the consumer search includes social media networks, how is your business leveraging social media to affect the consumer search for information? As the video states, if Facebook where a country it would be the 4th largest in the world. The best use for your business is the fan page. A FAN PAGE IS YOUR WEBSITE FOR THE 4TH LARGEST COUNTRY IN THE WORLD! Use it to bring all the pictures, video, ability to purchase right to the consumers on the social media websites and embed your fan page into your website. How? (see social media for business ....)
Step 3 - The consumer researches the competition. This is why it is crucial to know your competition and know where your are strong compared to the competition and know where they are strong compared to you. All things being equal, consumers will go with their relationships first. It is up to your business to strengthen ties with the consumers and create a bond. Just today a gentleman questioned me about my locs (hair), he asked me what was the cost and then preceded to tell me that his sister does a better job at a cheaper price. As I told him, I am not giving up my stylist for anybody. She has been maintaining my locs (Thanks Mickie!) for 2 years - our bond is super glue tight. It also doesn't hurt that she is the sister-in-law of one of my mentors (RELATIONSHIPS MATTER!)
Step 4 - Consumer makes a purchasing decision. In the brick and mortar world, consumers purchase on convenience. That is why convenience stores can charge higher prices, it is more "convenient" to purchase there than go to the supermarket. There is a price premium on convenience. The online world destroys this model. Online buyers purchase more for ease of use (remember KISS) and loyalty. Once you have taken the time to create a setup an account for a merchant, the competition becomes one more username and password to keep track of. Who wants to go through that hassle? It is the ease of use that draws millions upon millions of shoppers online for the holiday shopping season (is your business prepared???).
Step 5 - Post purchase behavior. Did this shopping experience live up to expectations? Every consumer goes through this evaluation to decide if the experience was good enough to add it to their list of preferred vendors (people are creatures of habit). This is where a small business can learn their customers preferences and have a leg up on the larger competitors. Today's example - As usual, I was rushing but needed to eat before my 1 PM appointment. As I was coming out of the PECO building, I noticed two vending trucks. One had two customers but the other truck had four. I remembered earlier one truck had a long line. I went over to the truck and noticed that they had veggie burgers on the menu (I wish the food section was my topic so I could write about Trader Joe's). I ordered the veggie burger and asked for lettuce, tomato, and fried onions. The truck asked me was a vegetarian? I said yes and the operator asked if I wanted hot peppers and sweet peppers cooked in ? I said yes please and they told me they could make my burger into a veggie steak. That was excellent customer service and now this truck at 23rd and Market Street has been added to my list of preferred vendors.
Keep your marketing plan simple by 1) doing a great job 2) making a relationship 3) keep the customer engaged using technology 4) to make them a repeat customer. That is the KISS model that worked in the industrial revolution and will continue to work in the socialnomic revolution.
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