Readers of this blog may have heard of the marketing concept. Or may not have?
The traditional definition of the marketing concept it that is the ‘philosophy’ of a marketing strategy and assists in the process of doing what all marketing should do, which is meet the needs and wants of the target market.
In practical application, marketing concepts are generally put together as creative approaches to drive sales. At the heart of it, it is about being able to communicate the benefits of the product to the consumer so they will choose that particular product over competitors’ offerings.
At the end of the day, products need to appeal to the target market. There must be a clear reason (benefit) why a purchase is warranted. If not, the target audience switches off.
From a marketing execution perspective, the best place to start when thinking about marketing and creative concepts is with some simple market research.
The following questions should be considered:
- Is our target market specific enough?
- Do we really understand what the needs, wants and desires of our target market are?
- Does the product meet these customer’s needs, wants and desires? Can it meet them profitably?
- What is unique about the product and what makes it more attractive than the competitors?
- What makes your product stand out from the competitors? Why will a consumer choose your product?
Once this process is complete, the marketing and creative concept and execution strategy can begin.
It’s important to remember that collaboration is key to the successful execution of a marketing campaign. Feedback is crucial as is the right balance between strategy and creative executions
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