Nine Rules of Marketing according to me

1.       Marketing is not an expense, it’s an investment – and if the investment is smart, the returns can be enormous.

2.       If you open a business, launch a product or introduce a brand, marketing is the single most effective method to inform your target audience.

3.       All marketing plans are scalable – scalable according to budget, audience and message.

4.       Marketing is a science – Use qualified professionals to execute your marketing plans.  Someone once said ‘If you think it’s expensive to hire a professional, just wait until you hire an amateur’.

5.       Your marketing campaign must incorporate both online and offline strategies.  Keep in mind that your audiences use multiple platforms to get information. 

6.       In the age of technology, do not neglect traditional marketing.  There are specific market segments that will only read the actual newspaper, listen to the radio and visit the post office at least twice per month.

7.       Customer service counts; great customer service counts even more – And great customer service helps to make your marketing easier.  Customers who are the recipients of great service become great evangelists for your business.

8.       Ensure that your marketing campaign is flexible enough to respond to sudden changes in the market including changes with your customer group and most importantly with your competition.

9.       Finally, recognize networking as an important part of your Marketing plan.  Include it as a line item in your marketing budget – treat a customer to lunch and reward high yield clients with useful gifts.   Importantly, ensure that when you represent your business, your collateral material i.e. business cards, company brochures, flyers and other promotional information is up to date.