Marketing Plans: Taking the Customer Road to Success

Mass adoption of technology in today’s market place is changing the way entrepreneurs do business. Most businesses consider themselves strategic and tactical in implementing marketing plans and customer acquisitions; however it is increasingly clear that the customer is king again.

Nigeria a dynamic and fast emerging market presents one of the greatest opportunities for entrepreneurs. Its huge population of over 80% under the consuming  age of 45,  is however  a fickle and copy cat economy, where new business concepts are immediately replicated across the country. The reasons for this fickle and copy cat approach can be attributed to the fact that, very few people actually conduct any form of research before they start  a business, they look around and identify a successful business and immediately believe they can run the same business and be successful. I am of the opinion this is not necessarily a bad strategy as it has been proven everywhere around the world that you can be a better second, taking lessons from the market pioneer.

Often what is missing is, these businesses never offer any differentiation or even understand their customers needs. Customers today are highly educated and understand what they want and it is increasingly important for businesses to listen to their customers.

The Plan

To ensure success, you need to create a marketing plan that is strategic, innovative, tactical and flexible to implement.

The strategic marketing plans needs to be comprehensive and span over three to five year duration. It needs to consider how the business will grow, who will be responsible for what roles, the vision of the business, and key value. It should also include the pricing strategies, customer acquisition and retention strategies, positioning, perceived benefits the business will offer, and the targeted market.

The tactical marketing plan addresses the way the marketing plan is implemented and executed, essentially how the message is communicated. Tactical marketing plans are focused on achieving specific issues within a specified period, which is usually over a short period.

The Customer

It is critical that during the creation of both strategic and tactical marketing the customer is at the heart of the plan. Here are some of the things worth considering.

•    Social media sites such as facebook and twitter are where your customers communicate, listen to them, stay connected, and understand there pain.
•    Create a review and feedback culture for your customers and create a community for them to share their satisfaction stories.
•    Engage your customers as designers, inventors, or developers; they are better positioned to understand what they need.
•    Communicate, communicate and Communicate with your customers via physical, virtual and any means possible.
•    Your most demanding customers are your best as they will drive you to levels you never believed you could reach, satisfy them and you will meet the demands from your less demanding customers
•    Celebrate your customers – giving back is the most satisfactory thing for customers they need to know they are appreciated
•    You and your staff work for the customer and it should be part of your mission statement and culture.

By Adebayo Onigbanjo 1508 consulting