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You opened a new restaurant in town. Your site is where your target market roams around everyday for work or school. You have the best marketing plans to magnetize people to go try your stuff. But in less than six months, your stats start whispering that soon, you are going to close down your business.
Ouch. Ever wonder why a seemingly good and perfectly-planned business fall down too easily just like that? And why in the world that small eatery nearby is still standing proud and growing?
Last week, I attended a seminar organized by Philippine Marketing Association – Batangas Chapter dubbed as “Trojan Marketing: How Brilliant Marketing Ideas Turn Ugly and How Simple Ideas Emerge Successfully”.
The seminar was chopped into two. Part one was all about personal branding as discussed by the talented and uniquely entertaining Pocholo “The VoiceMaster” Gonzales (who did countless of dubbing for animations, movies, TVCs, etc) and part two was the main chunk about Trojan Marketing as dissected by Lloyd Luna, a business consultant, motivational speaker, author of a couple of business books, pianist, etcetera.
Personal branding is basically how you market yourself to the world (www.stevepavlina.com). Why is it important and what does it have to do with your business?
Say for example, you own a fashion store. You’re selling the most stylish to-die-for pieces but you’re a shabby chic. How do you think your customers will believe that you actually sell clothes and stuffs that will make heads turn and gain overflowing compliments about beauty and style?
Personal branding, according to Pocholo Gonzales, can be achieved and maintained by being consistent, by writing about you and your business on blogs or any medium you think of, by creating an output of interest for your customers, and by extending a helping hand to others (knock knock, that’s what CSRs are for). And oh, if you practice online marketing, Gonzales advised that you pay attention to Google. Yes, sir.
Moving on to Trojan Marketing. For marketing practitioners, have you heard of this new type of marketing? Yes, the basis has something to do with the Trojan Horse from Greek mythology. Lloyd Luna pointed out ‘carelessness’ as a major culprit why good people fail.
Trojan Marketing, according to Luna, is “the art of ingraining the message by breaking the buyer’s wall to hit the emotion”. He talked about perceived value (of one’s good), branding (the importance of the name, the logo, the packaging), knowing your market and how you will be able to ‘break that wall’ a.k.a your customer’s perception of what you’re selling.
I won’t be discussing here all that they’ve shared in the seminar but allow me to share two lines from Luna that might inspire you to think further as well.
One: “Comfort zone is kill zone”. Challenge yourself and do what else you think you can do. Get out of the box and perhaps be bolder, braver in taking risks. But…
Two: “Avoid being everything to everybody”. Unless you own a shopping mall that says they’ve got it all for you. Winks.
Starting a business involves risks. If you won’t dare to materialize your ideas, they will remain as they are — ideas floating, wanting to burst out of your mind. And hey, if you want to know more about Pocholo and Lloyd, Google them. They’re so available online.
Trojan Horse photo: talesoftime.co.uk
