We’ve been talking about the number one most important asset of any business, which are its customers.
In order to properly embrace this I must first tell you about a thing called “Marketing Noise”, which is a catch-all term representative of the tremendous amount of marketing going on all around us.
It’s everything from billboards, car and truck signs, bus bench signs, displays and signage in stores, flyers stuffed in bags, flyers under windshield wipers, direct mail, brochures packed in with purchases, brochures in with credit card and utility bill statements, radio commercials, TV commercials reduced from sixty to thirty seconds, telemarketing, personal selling, cable TV shows that are really commercials, ads in magazines and newspapers.
It’s a fact that the average adult consumer is presented with more opportunities to spend money today in one 4-hour period than he was in thirty 24-hour periods just a decade ago.
There is a mammoth amount of marketing noise bombarding the consumer every day that is vying for his discretionary income and his credit.
In business-to-business marketing the same basic situation exists. Although, there is less cold call selling going on today than at any time I can recall there is much more business-to-business marketing taking place.
The card deck is just one example of media has been invented in the last decade to go after business-to-business. The number of business magazines, newspapers and trade journals carrying advertising to the executive and business owner has more than tripled in the past five years.
DVDs, computer CDs and other electronic media are being used as brochures as well as in place of sales calls today. There is a mammoth amount of marketing noise bombarding the executive, manager and business owner.
Then within all that marketing noise there is all the direct competition in your particular field. Competitors who grow more sophisticated and aggressive by the minute, not only competing for new customers but also attempting to take away your present customers.
What are you doing about it? Leave your comments below…