WHY MARKETING
SUCCESS IS NOT BY ACCIDENT
TOP 10 REASONS APi GROUP COMPANIES NEED MARKETING
In football, when you decide to run a certain play, there’s a reason for it. The outcome you plan for when you run a play is ultimately to move the ball forward. You want everyone to know their assignment and to execute it correctly, the receiver to make the catch, and your blockers to do their job. Now imagine running the play without a plan. You don’t tell the team what to do, you don’t practice, and you don’t communicate what the goal is. Instead, you just quickly yell the name of the play, maybe a sentence or two about how it should look, and then hope somehow the players accomplish what you were looking for. Not only that, you did not do any research on the opposing team. It’s likely you will end up with a bunch of players running around looking very confused and wishing they had come up with a plan, communicated that plan, and practiced. Would you really rely on this method to execute a football play? Would you run a play without having explained the concept to the team, communicated the goal, and without practicing it? Would you just wing it when the team and fans are depending on you? Of course, you wouldn’t. So then, why would you run a business this way? Yet, that is exactly what many business leaders do every day. They have a vision for their business: offering the very best service, standing out from the competition, and serving lots of happy, satisfied customers. But instead of mapping out a plan for achieving all of this, they go to work every day, work IN their business, deliver the best they can handle, buy whatever advertising is on sale, attend events because they think they should – all the while hoping to attract the right kind of customers who appreciate their work and are willing to pay a decent price for their service. They have no idea what the competition is offering and if they are successful.
1. To make more sales
2. To increase awareness
3. To understand competition
4. To build trust
5. To build a social asset
6. To learn the marketplace
7. To discover what works
8. To develop a client profile
9. To optimize your efforts
10. To build a powerful brand
Just like in the football scenario, you can’t build a successful business without a plan. You need to outline a strategy. • Who would make the best customers? • Where should you look for those customers? • What will you offer?
• How will you promote it? • How will you deliver it?
Making plays without preparation might get you some results here and there, but are they the results you want? You need to be intentional about planning and executing your marketing strategy to produce results that are consistent, predictable, and quantifiable.
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