Value Proposition: How a local business doubled its space in 9 months

Tweet There are really only two types of marketing. There’s “Let’sThrowEverythingWeHaveAtTheCustomerAndSHOUTITREALLYLOUD!” marketing. The value for the customer is not very clear with this method, but if the company buys enough TV spots, throws some huge incentives in the mix and pays high enough affiliate marketing commissions, it will move some product. As for a sustainable business with reliable margins? Well, the marketer running these campaigns will be long gone by the time those topics come up. And then there is …   Value-based marketing This type of marketing is harder. Way harder. It involves discovering what customers really want, creating products and services with true value for the customer and clearly communicating those values. You can see this battle most clearly in marketing for local businesses. I was thinking of this topic when I flipped through our local copies of Money Pages and Mint Magazine. These are essentially coupon circulars with local businesses and some national brands filling every inch of the space they bought with ink, shouting at the customer, practicing “Let’sThrowEverything …” — well, you get the idea. Flipping through these circulars, I have no idea why I should go to one tire shop over the other or eat at one restaurant instead of the other. They’re all the same. The only question is — which will shout louder to get my attention or offer a bigger discount?   Local businesses have a huge advantage over national brands Now here’s the irony. You might say local business tend to practice…
Source: Marketing Experiments
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