The Tribune

Marketing, selling, branding, promoting, advertising and even peddling; all of these marketing campaigns go a long way in creating growth forf every business.

Everything must work together to win, and keep, the hearts and minds of customers. We are all aware that if there are no customers, there will be no sales and, eventually, the business will close and employees will be on the unemployment line again.

Every stage in the sales cycle plays a part in marketing a business. What is more, a business that has only the ‘basic nuts and bolts’ can only fake it for so long, especially outside any real effort, time or energy. If your ladder is not leaning against the right wall, every step you take gets you to the wrong place, especially in a world called ‘business marketing’.

Many small businesses are short-sighted when it comes to marketing and winning a customer’s loyalty, as they are too relaxed. This reminds me of the guy who is great at getting a date with a new girl, but was never offered another chance, as he quit romancing her after the first date. Do not be that guy.

Businesses must continually use approaches and tactics to keep customers coming back, overwhelmed enough to tell friends about the friendly staff, great prices and quality merchandise. Competition is real, so the fire must constantly be burning, as that is the only real way the heat will remain.

How do you do that? It starts with a mindset. You should always be conscious of why you are in business. Have you ever asked yourself: “Why am I in business?” If you cannot find a real answer, then truly your business has no direction. You could only be regarded as an employer, and not someone who is in business to make money. Or perhaps it is merely something to pass the time away.

Would you consider it ignominy if you were in business for many stressful years, yet the company is still where it was 10 years ago? No vision, no growth and little or no profit?

So, let’s get serious and begin creating the strategy that will help achieve a truly sustainable business. If you want a brilliant end product, one-line briefs simply won’t do, so you will need to talk strategy. First, you must recognise why you are in busines,s which requires thinking like a business owner and fiercely guarding your vision.

You want your company to make a great first impression on clients, vendors and other entities, as it may be difficult to reverse a damaged impression once it is out there. It is wise to ensure you have a clear objective of your company’s identity, as it reaffirms who you are, puts your goals in focus and moves your ideas into the real competitive world.

Building your company identity starts on the inside. This means begin each day, task or project with a clear vision of your desired direction and destination, and thereafter continue by flexing your proactive muscles to make things happen.

By the same token, there is not one approach or formula that fits every case, but there are options you need to work through to see where you and your business stand. However, I want to be clear about one thing - a marketing strategy is not just about running campaigns. A true marketing strategy will reinforce your brand promise and position in the market.

In addition to other marketing tactics, ensure your graphic design elements are consistent throughout all promotional campaigns. Graphics are extremely important because your business will only get one chance to create a first impression, and you want to leave the best one.

Given these plugs, an occasional ‘three word’ text post may not do the job, but a beautiful graphic image certainly catches the eye and stands out among competitors.

How a business packages its advertising ,and how give-a-ways are presented, are just a few of the numerous ways packaging can make memories for a customer.

Sensible graphic design should reflect the culture and ambitions of a company/product/service. It should prick potential customer interest in patronising your business. Subsequently, your customers will no doubt come to see you as the expert in your field, and have more to remember and convey to other potential customers.

With this in mind, identify the real reason why you decided to go into business. Otherwise, even if you are on the right track, I reckon you will still get run over if you just sit there. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre Marie Bastian is a professionally-trained graphic designer/ marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.