When I first started my career, I worked for a company that was all about marketing. I was in charge of creating awareness for a company, so I really had no idea what that meant. Once I had been in the position for a year or so, I realized that what was happening was that the company was simply taking advantage of all the marketing tools that existed to sell their products.
That’s not to say that all marketing is bad, but it is to say that most marketing is really not very marketing. If it was, there wouldn’t be companies like Wal-Mart, Target, Costco, and the like. The way most companies put their products out there is with advertisements, which typically don’t talk much about the product itself. Most ads are just a few words that describe a product or a brand and then give a short, vague description of how much it costs.
Most of the advertising we see is not very effective. Companies will advertise a product, but they’ll usually say something like “this is going to be a great way to save a buck on your next purchase,” or “this product is going to make your life easier.” Its hard to convince somebody that what they want to hear is true, so they’ll often just give up and go for the cheapest price.
Advertisers often tell us to buy the cheapest product that they can. That’s because they don’t know what makes a product better. But, that’s exactly what we want to know. Our first goal in marketing is to figure out what the customer wants.
We need people who can tell us what they want. And the best place to start is to listen to what they are saying. Marketing is about listening to the needs and wants of your customers, and then finding ways to meet those needs and wants. In addition, marketers need to make sure that the customers can find their stuff easily. For example, when we walk into a store, we dont really care if it is a Target or Walmart.
The company that we work with, V2V, is a retailer in Chicago that tries to change the shopping experience for consumers. They make use of what they call a “full spectrum marketing” approach to retail. They use a combination of “local” and “national” to reach shoppers across the country.
All-in-one marketing combines the best of both worlds. For example, a local store that offers everything in the store in a single purchase, will do better than a national chain that offers a few options at a time. Full spectrum includes the local retailers as well as the national chain. This is a great way to get a lot of your customers to take a look at the local stuff that you’ve got on offer.
This approach is often referred to as “full spectrum” marketing, or it’s sometimes called the “4C’s”. The 4C’s are: Create, Create, Create, and Create. The first four are what most of us do. The last one is for retailers and is often referred to as the “4C” because of the way it relates to creating a customer relationship.
To create a customer relationship, or to have customers purchase something from you, you need to be able to both provide (1) enough of the right thing to make a positive impression and (2) enough of the right thing to make a positive impression that the customer will buy. You need to be able to both provide and provide enough of what they need to make them want to buy.
To be really successful at creating a customer relationship, you need to know the customer. You need to know what they look for, what they expect, and what it is that is compelling them to buy. This is often referred to as “full spectrum marketing” because it involves understanding an entire customer. How they live, their needs and wants, and what is compelling them to make a purchase.