Marketing is all about relationships

Internet marketing has revolutionised the marketing of small businesses.  It is immediate, easy to understand and, best of all, affordable.   With social media, almost anyone can promote their business online.  And control it themselves.

Traditional advertising, on the other hand, usually requires professional input. Magazine ads need creative concepts and advertising production that take time.  Radio advertising needs frequent repetition to work, and TV truly is only for those with big budgets.

Database marketing has been proven to be effective, but setting up a suitable database of clearly targeted prospects needs focused attention.  And promotions and sponsorships might not suit your business, or they might be out of your budget.

But what all marketing aims to do is create a relationship between consumers and the brand, between customers and the company.  As with personal relationships, the more emotionally involved you are with a brand, the more loyal, supportive and forgiving you are.

Like personal relationships, relationships with a brand are cemented by repeat contact in a variety of environments.  You may, for example, see someone regularly at your gym.  You might just ignore each other, even once you recognise each other.  A few weeks later, you see them in a supermarket.  This time, however, you acknowledge each other with a nod or a smile.  The next time you see them at the gym, you probably say hello.  And then when you bump into them at your son’s soccer match, you stop, introduce yourselves and have a chat.

In the same way, if your contact with a brand is limited to one environment, your relationship with that brand may remain at the level of uninvolved recognition.  But when you have repeated contact with that brand across several different experiences, the relationship will develop.

If you’d like to find out more out building relationships with your brand, contact Ann now.

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  1. Ann Druce on October 5, 2012 at 09:22

    Absolutely, this is true for brand building as much as personal selling.

  2. Fran Piggott on October 4, 2012 at 16:56

    Your relationship with your clients is based on trust. Trust is built through empathy, consistency, honesty and integrity. Any sales person will tell you that their biggest objection in selling is the resistance to change.

    Too many businesses lose clients, through complacency. You need to continually build on your relationships. Drop in for that cup of coffee – not to sell – but just to keep up to date with what’s happening in your client’s company. Show that you care and cement your client to you for life!.

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