Get Back on Track!
5 Ways to Recognize A Marketing Derailment.

By Cyndy Robinson

Let's face it, our initial intentions are respectable. We pick a direction for our marketing plan, and put it into action. As business owners, we realize that marketing is but one hat of many that we wear throughout the course of a day. We leave the marketing plan in action and move on to another of our responsibilities such as bookkeeping or inventory control. It is hard to revisit and monitor the performance of your marketing plan when you have so many other duties to fulfill. Time is at a premium, so we must learn to use it wisely.

Take the example of a fine dining establishment. Time is definitely of the essence when relating to the daily activities in food service, especially if it is a prospering business. Personally, as the daughter of parents who worked in this industry, I grew up watching them accommodate their clients with a diplomatic sense of responsibility. Too little or too much of any particular item could set the plan askew. My mother catered large area weddings at the only local hotel. Good client relations and superior service were of the utmost importance. Word of mouth was the maker or breaker of business relationships.

We know that walking a fine line in customer satisfaction can lead to repeat sales. Maneuvering it takes a knack that comes from experience, intuition and compassion to help see your business from your clients perspective. In order to do this, we must continue to develop a positive relationship breeding ground through our marketing plan. Revisiting our plan helps ensure that opportunities will continue to be available to us, even if we only do it on a quarterly basis. Combine your plan with the right mix of marketing tools and you are sure to have the recipe for success.

Below the following circumstances are a list of questions that you need to ask yourself and your market before you move any further with your plan and it's development. Answer these questions honestly. there is no honest mistake in business, just uneducated mistakes. Keep in mind that these circumstances could lead to the death of your product or service; so if you are considering a change, you may need to rethink it before you make a commitment.

The Un-needed:

• If this is a new product, have you asked your target market what they think about your idea?
• Is your client interested in your new product?
• Do they need your product?
• Have you thought of a way to establish a need for your product with your clients?

The Unprofitable:

• Have you taken the time to compile and assess the sales data for your idea?
• What is your profit margin?
• How much capital is required for your product's manufacture & market introduction, and where are the funds coming from?
• Will this introduction lessen the profit on your other products?

The Overpriced:

• How much do you plan to sell your item for?
• Have you priced the competition's comparable item?
• How much work is involved in the creation of your new product?
• Is it time consuming, and do you have the time to invest?

The Unresearched:

• Do you believe in your idea?
• Have you asked others if they believe in your idea, including strangers?
• Have you deployed any type of survey to gather secondary marketing data for your idea?
• Is there competition, and who are they?

The Target Too Small:

• Who needs your product, and how do you know this?
• Have you considered seeking professional advice on taking your idea to market?
• Have you performed a market sampling to see if there is a need for it?
• Does your product appeal to a wide audience, or a specific few?

Consider this an informal checklist and keep it handy when you are exploring new and different avenues for your business to grow. Remember, an idea in its infancy is easier to realign rather than after the derailment.