These 5 things have always been true about marketing.
Marketing cannot sustainably sell a consistently poor product
The lynchpin of successful marketing is finding or creating a great product, then connecting with the audience most likely to buy it. Without a great product, marketing results are at best going to be middling, at worst tragic. Yet there’s a common misconception that great marketing can sell any old nonsense. There are no magic wands in marketing which you can use to mesmerise customers into buying. Customers are not daft. At the same time, a great product with poor marketing may not find its niche or audience. Here, marketing can do great things. If a product isn’t targeted at its right audience, it never achieves significance. If the product isn’t explained in a way which brings out its intrinsic value, there’s an opportunity there.
The biggest challenge of marketing is creating enthusiasm in a world which is cluttered with noise, advertising and marketing. It’s not about who shouts loudest. It’s about loving what you do. If you can’t get enthusiastic about the value of your products, how do you expect anyone else to do the same? If you’re lacking passion, the first person you need to sell your product to is yourself. Marketing is about reaching the right people and showing them how your products can change their world.
Chances are that you’re in a market with competitors. How do your customers tell the difference between you and the next company? This steps into the world of branding. The difference you offer is not just any old difference, but rather finding something special that your customer believes adds value to what you do.
You have to earn customers
Marketing requires clever thinking and hard working. Each and every customer needs to be earned. Customers are not a right, they are a reward. Specific marketing techniques such as search engine optimisation are really just channels of clever thinking and hard work which produce specific results. You can’t change a business simply by changing a few keywords on your website. As soon as you believe that customers have to be earned, you start focusing on the customer’s needs, adding value to your service and working hard to deserve you customers. Again, no magic wands – just clever thinking, technical expertise and putting the time in with hard work.
Value and price are different things
The marketers job is to increase perception of value which leads to sales. Reducing the price is just one way to increase value perception, but it erodes profits. Whilst marketing can indeed focus on arriving at a market acceptable price it’s by communicating graphically, textually and through audience selection to make sure that customers can appreciate the true value of the product.
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Thu 18 Feb | 2016
Following the launch of a new website, myhealth-devon.nhs.uk, Reactor15 have been helping to promote the website within Devon, in particular to improve the position within the search engines for users looking for support and advice on their health and wellbeing. MyHealth Devon has been developed by Devon Referral Support Service, part of the Wider Devon Sustainability and Transformation Partnership (STP) with the support of local clinicians.
Thu 18 Feb | 2016
We have just launched a new app to help reduce waiting times in hospitals across Devon and Cornwall. The app, NHSquicker, allows people to view up-to-date waiting times for local emergency departments and minor injuries units. It also provides information regarding distance and time to different treatment centres, based on the user's location. Reactor15 have been working with Exeter Health and Care IMPACT Network, a collaboration between the NHS across Devon and Cornwall and academics from the University of Exeter to build an app which is widely available for smartphones and tablets, on Apple and Android. The NHSquicker app took six months to build and is a fully native app developed using our own custom framework. Using a native platform which allowed us to build a fast, responsive and reliable experience to users, when accuracy and speed of information is very important. The app also provides information about less urgent NHS services, including GPs, pharmacies, sexual health services, dentists and opticians. Mike Saunders, Managing Director of Reactor15 said: "It’s great, once again, to be involved in building a really useful NHS tool. We were asked to build an app which will not only help reduce waiting times in our local hospitals but will also help patients make the right choices with regards to how and where they receive their treatment. We believe our native app platform is both robust and versatile enough to meet the needs and brief of Exeter Health and Care IMPACT Network." Reactor15 have a good working relationship with the NHS and have already built the award winning HANDi Paedatric, POPs apps and the Devon and Wakefield Formularies. NHSquicker can be downloaded on iTunes and Google Play.
Thu 18 Feb | 2016
Reactor15 have been working with Exeter based commercial finance specialists Charterbank Capital, to help develop an intergrated digital marketing strategy. Targeting the south of England, Charterbank Capital have a range of packages for commercial customers including bridging loans, auction finance, development loans and farm finance. Reactor15 have been working on their main site www.charterbank.co.uk. Looking to generate enquires to their service, we have implemented our 11 point SEO plan on the site and have also created an AdWords campaign.
Thu 18 Feb | 2016
Reactor15 have been busy helping Exeter based Busy Bees Window Cleaning Services and Busy Bees Carpet Cleaning Service with some search engine optimisation.