The Business Bulletin
Is your Pre-Marketing position right? Are you one of those businesses or business people that are spending hundreds or thousands of pounds or dollars on marketing, but not getting the results you want?Unfortunately most businesses are.
You invest heavily in marketing
more, only to receive a trickle of
you know that does compete on
activities such as online and offline
interest, or worse still, no interest at all.
price; what do they do when a new
advertising, social media campaigns, business networking, and much
The reason is sadly very simple. You haven’t got your Pre-Marketing positioning right, or maybe haven’t invested enough time in defining these vital business basics. And the truth is unless you do, you will always be struggling to find customers and will always be struggling to stand out from your competition. What’s more, once
Arup Biswas Absolutely Write Arup is a former national newspaper journalist with more than 20 years of experience in the media sector, including as a national press officer and spokesman for Oxfam. Thanks to this, and his experience in senior operations and strategy roles for national and international organisations, he has an in-depth and unique understanding of customers and audiences. As the UK’s leading content and pre-marketing specialist, he creates high impact and engaging content for organisations of all
you’re in this difficult situation, the
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20 | Issue 14 – Sales and Marketing
themselves even cheaper than they do? Drop their prices to continue being the cheapest? If so, how long can they do this for, and are they really a business that is sustainable? And what happens when another competitor shows up who has lower costs and offers their services or products for even less? A strategy based on price is
only thing you can do to try and win
ultimately doomed to fail, but the
business is to compete on price. You
good news is with just a little time
have to discount your prices, or run
spent on getting their Pre-Marketing
sales, or offer freebies, or undertake
activities and positioning right, any
other price slashing activities that
business can remove price from the
one by one make you cheaper than
equation and win customers who are
your competitors.
prepared to pay much more for the
This is a depressing but inevitable downward spiral, and in the process
services or products they offer. Ask yourself this – if you don’t
you’re devaluing your services or
differentiate yourself effectively
products, and telling your customers
from your competitors by having
that what you offer isn’t of high value
the right Pre-Marketing position
or worth a higher price.
and business messages, why would customers choose you unless you’re
sizes and from all sectors, and works with companies to develop their marketing
competitor comes along and prices
The dangers of competing on price
the cheapest?
Competing on price is a dangerous
such as convenience or location –
and ultimately fruitless strategy for
are enough to grow their business.
any business. Consider a business
And there is no doubt that for
Many businesses and business owners think that other factors –
