![\"MktBizShow\"](\"http:\/\/www.success-academy.org\/wp-content\/uploads\/2013\/06\/MktBizShow.jpg\")
<\/a><\/p>\nIt made me think about marketing and how some rules remain the same while others have changed\u2026<\/p>\n
The most common definitions refer to marketing as the process of communicating the value of a product or\u00a0service to prospects and customers for the purpose of selling it to them.<\/p>\n
The most basic need, in my opinion, is to create a compelling marketing message that clearly communicates what\u00a0the company does.<\/p>\n
If you go to a trade fair because the competition does, maybe you are doing it for the wrong reasons\u2026 you need\u00a0to know exactly what your own objective is, keep your eyes on the goals and make sure the message conveyed\u00a0by the design, colors, materials and people support them in a clear and memorable way.<\/p>\n
This has not changed.
\nWhat changed is that you don\u2019t want to do business with everyone, or just anyone. So it is even more important\u00a0that your prospects understand how you can help them and why they should do business with you.<\/p>\n
Some years ago you created products or services with a broad appeal to a large number of consumers or buyers\u00a0and tried to reach as large an audience as possible with a message that appealed to most of those potential\u00a0buyers. Often you created a recognizable brand name that could be extended into additional product categories.<\/p>\n
Nowadays consumers and buyers are fragmented into small groups, each with its own characteristics and\u00a0interests, therefore the message must be highly customized and specific in order to gain their attention.<\/p>\n
The message has to be more specific and targeted, you need to create a \u2018relationship\u2019 with the customers and let\u00a0them guide you in the process of adjusting to their current and future needs.<\/p>\n
\u2018The aim of marketing is to know and understand the customer so well the product or service fits him and sells\u00a0itself.”\u00a0Peter F. Drucker<\/p>\n","protected":false},"excerpt":{"rendered":"
Today I went to The Business Show in London – 350 exhibitors listed, continuous seminars going on in 16\u00a0different \u2018rooms\u2019 not to mention the workshops, etc. Truly amazing! I was walking around the exhibition in the short intervals between sessions looking to see if there was any\u00a0exhibitor that I wanted to go and talk to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11],"tags":[],"_links":{"self":[{"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/posts\/865"}],"collection":[{"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/comments?post=865"}],"version-history":[{"count":2,"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/posts\/865\/revisions"}],"predecessor-version":[{"id":868,"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/posts\/865\/revisions\/868"}],"wp:attachment":[{"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/media?parent=865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/categories?post=865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.success-academy.org\/home\/wp-json\/wp\/v2\/tags?post=865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}