Marketing Holistics

Creating Customer Value | the Holistic Marketing Framework

Crafting a unique value proposition for target markets provides strategic direction for implementation of the marketing plan. Consider the strategic and tactical components of an effective marketing plan: exploring, creating and delivering value must be considered and properly maintained and managed.

Effectively identifying and leveraging  a core competency can provide a tremendous competitive advantage. Brand value is increased when customers cannot obtain the same benefits from a competitor. Your product/service offering must be distinct, excellent and profitable.  A vigilant organization will constantly monitor the entire environment. Noticing and acting on weak signals will enhance your competitive advantage. Learn from the past, evaluate the present and envision the future. Is it important to consistently measure brand image and customer satisfaction while gathering and evaluating ideas for new products, and improved services.

Delighting customers is important.  This statement may sound a bit corny but it still rings true. Consider a few examples of great holistic marketing:

1. Recently my husband and I tried a new Spanish Restaurant in Norwalk, CT. Everything was delicious. We skipped dessert but the waiter brought a complimentary mini desert plate. We will go back for Valentine’s Day.
2. Olay Regenerist, a skin care regimen, claims to get noticeable results at a fraction of the price of luxury brands. Olay introduce new products and include samples for other products. I noticed a difference and saved money at the same time and have a chance to try new products.
3. I visited a customer to take a series of Pro Pet Photos. Her young daughter was interested in the process and started to ham it up for the camera. I took some extra photos, made a web gallery and brought her mom a set of complimentary custom note cards. Her expression of pride was very gratifying. The daughter sent me an email with about 25 exclamation points after the phrase…”I love my pictures…”
4. The nice lady at the Starbucks inside the Yale Bookstore always looks very happy to hand over your beverage.
5. L.L. Bean gladly accepted a return on fleece activewear-no questions asked.
6. B & H Photo Video tech guys are experts in their field…and they do not oversell.

For every example of excellence, we can also provide many examples of poor products, uncaring/unfriendly service, hassles with returns, misleading/ over zealous/too frequent email campaigns, etc. We want to forget and avoid these unfortunate experiences!

I consider Google  a company that is excellent on many levels and the essence of an exemplary holisitc marketer. Just “google” Google’s mission statment. Then “yahoo” Google’s mission statement. Then “google” Yahoo’s mission statement. Then “yahoo” Yahoo’s mission statement. The results speak for themselves. A mission statement must be clear and memorable, almost but not quite unattainable. We’ll explore mission statements within the context of holistic marketing next time.

January 25, 2009 Posted by barbarareiner | holistic marketing | competitive analysis, excellent customer service, holistic marketing, marketing plan, mission statement, Pro Pet Photos CT, unique value proposition | 2 Comments