Unconscious marketing is a phrase I've been using more and more when I talk to clients and prospects.
What does it mean?
Unconscious marketing is the assumption that whenever you start-up, run and continue in a business you are marketing.
So what aspects of marketing are affected?
Marketing is used for the following:
- Researching and choosing your market (Market Research)
- Positioning your company in your market (Branding)
- Obtaining qualified sales leads
- Providing tools & support during sales
- Providing follow-up after a sale
- Providing continous contact with clients
Obviously this is not an exhaustive list.
What happens if you don't research the most profitable market, either at start-up or later during a growth phase?
You can easily get side-tracked into a profitable business. But you may have been able to get into an even more profitable business with market research.
What if you don't position your company with well-placed yellow pages, publicity, advertising and other ways of communicating with your prospects?
You may only use the yellow pages, or more commonly word of mouth. Which gets you business. And again this may not be the optimum way to get your most profitable business.
I won't labour the point. But you see how you can, without meaning to, have a perfectly profitable businessthat's not as profitable as it could be?
What you're doing in that case is working harder for less money.
Doesn't make sense really does it?