What Are Your Marketing Tactics?

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A strategy is a scheme for reaching a specific goal, while your tactics are the means you go by to reach that goal.

In business, a strategy details extensive objectives, such as increasing sales, market share or creating a particular image for your business. Tactics for achieving these objectives might include using price to establish you as affordable or high-end.

TIP: Know your customers

The most important tactic to consider above all is to know your customers.

Create detailed customer profiles of both current and desired customers which includes the age, gender, marital status, geographic location, educational level, parental status and other information.

Without this information, it will be difficult to create strategies and even more difficult to tactically implement them. Knowing your customer demographics will help you choose the right marketing channels, such as advertising media, to reach your customers.

Below are some further aspects to consider when thinking about your marketing tactics:

Tactic 1:

Do you want to increase profit?

If you want to increase your profits, one approach might be to raise your rates in conjunction with rebranding a product or service as upscale.

Tactic 2:

Do you want to increase your market?

If you want to increase your market you may wish to look at finding new areas where your customers are likely to be, i.e. if your customers are health conscious, you might consider sponsoring events such as Tough Mudder or writing a column in a health and fitness magazine.

How do we implement our tactics?

Using a variety of marketing channels to implement your tactics is critical for effectiveness. By selecting the correct advertising media, public relations, cause marketing, sports marketing, and distribution channels you will increase chances of reaching your objectives and goals.

For example, if one of your strategies is to increase sales amongst women, you may consider sponsoring womens’ running events or netball leagues which may help gain further company interest.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

What Motivates Your Customers To Buy?

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Understanding the psychology behind what makes people want to purchase is important to improve your sales figures and results. This should be considered first and foremost before any marketing is put in place.

If you are able to focus on the motivation behind purchases, you can better tailor your marketing strategy and improve your chance of increasing sales.

A customer comes to you to solve a problem. Be aware that the greater the frustrations, the higher the urgency a customer will feel. Your aim is to always convince customers that you, your product or service will make any wrong a right!

But how do you convince your potential customers that they need your product?

This can be easily done through the language you use in your content, conversations, adverts and marketing.

We live in a time where ease and convenience is highly valued. Understanding this is vital to convincing customers through content, conversations, adverts and marketing that your product will improve their lives, save them time and, most importantly, save them money.

Some businesses market their products by indicating how quickly the customer recovers the spend purchase. When doing this make aware how simple your returns policy is or how much time previous customers have saved using your product.

Customers like to feel like they are number one, therefore by offering exclusivity within your product, you will help to ignite this feeling making them feel extremely special.

How do you make your customer feel special?

You can do this in a number of ways: offer a special discount via email marketing to certain customers; through selling an item made in small numbers, or perhaps an item that is bespoke or custom-made.  

Continuing to look for ways to convince customers to buy products or services from your business is essential to company growth.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

What Is The Difference Between Marketing and PR?

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When speaking about Marketing and PR I am often asked, ‘So what is the difference between the two?’

Marketing and PR have always been quite difficult concepts for the public to understand – I have even come across Marketing and PR Managers who have trouble distinguishing between the two.

There are conflicting opinions in the definition of Marketing and PR as the two are very closely related. With the growing popularity of digital media, the line is becoming increasingly blurred and the crossover seems even more intertwined than ever.

However, while both Marketing and PR are at their best when used together, there is a difference.

So what are the main differences?

Marketing is about sales. It is the act of raising a profile and promoting a product for sale. Its primary focus is on the customer; to meet customer demand and move goods from producers to distributors and consumers.

PR aims to maintain a positive reputation for a company as a whole and generally kicks in after the main stages of marketing.

PR is there to report or promote a product, ‘The value of PR flows from the ability to tell compelling stories and build relationships.’ Gavin Story, Senior Marketing Executive.

It’s easy to see how the lines become blurred when discussing the differences between Marketing and PR, as ultimately both are there to promote a company and its products. 

Marketing is more proactive and PR is more reactive.

Marketing is the overall process of boosting public awareness of a product and creates the responses that PR can then respond to. 

‘The key difference between marketing and promotion is the fact that promotion is a part of a company’s overall marketing mix. The marketing mix consists of price, product, place and promotion. Thus, marketing exists without promotion but promotion doesn’t exist without marketing.’ Ross Simmonds, Digital Adman

PR occurs at the final stages of the marketing mix as Ross Simmonds explains above. It promotes those marketing methods and focuses on maintaining the reputation of a company in the media through writing press releases; contacting media professionals and informing them of their organisation’s news; speaking about their organisation at public forums; writing business magazines and newsletters, and keeping records of when their company is mentioned in the press.

So which of the two should your business choose?

In many businesses, Marketing and PR have become intertwined and it’s hard to tell where one ends and the other begins.

My advice for businesses is not to get too confused and caught up in defining the differences between Marketing and PR. Instead focus on identifying your business goals and then choose the most effective tools for delivering these objectives. With the rise in popularity of social media use, no doubt a bit of both will be required in your sales plan.

In my opinion, Marketing and PR are both equally important when it comes to promoting your business and should be used to complement one another – rather than used instead of one another.

‘The two shouldn’t be Vs. each other – they should be played as part of the same team!’ Neo PR

In a nutshell, you can’t market without doing a little PR, and you can’t do PR without a little marketing. 

What does this mean for your business?

While it’s important for companies to be able to understand the differences between the two, it doesn’t change the reality that Marketing and PR are as reliant on each other as a business is to its combined success. 

To conclude, PR and Marketing remain for now, two separate functions, however it is important to remember that cooperation and communication between the two is fast becoming essential to overall business success.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465.