by Rafael Mael
Sometimes, the formulation process is the easy part. For many manufacturers, getting their product lines onto retailers’ shelves is the real challenge.
Marketing to retailers can seem daunting, but there’s a science to making it work. It’s easy to get caught up in endlessly tweaking to achieve the “perfect” packaging or brochure—the “perfect” photography, the “perfect” layout, the “perfect” copy. To be sure, these facets matter. But sometimes, the most essential element is overlooked.
The missing ingredient is persistence. That may sound fuzzy and motivational, yet hard research and the “school of hard knocks” have shown when it comes to marketing, persistence pays.
In his groundbreaking book, “Effective Frequency,” Michael Naples proved even a great marketing attempt, tried once, almost never works. Based on his findings, Naples advised businesses to focus on frequency (how often they touch their prospects) over reach (how many prospects they touch).
Herbert Krugman later established the “three hit theory”—the first exposure grabs attention (“What is it?”), the second creates relevance (“So what?”), and only the third and subsequent touches lead to a purchase decision (“I’ll take it”).
Since then, academics have developed sophisticated research models that measure “net long-run impact” of individual marketing activities. But understanding persistence modeling isn’t necessary to use this idea to grow your business.
You’ve probably heard of the oft-quoted “advertising industry rule” that prospects need to see an ad seven times before they respond. And personal experience should show that persistence often determines chances of success. Here’s why:
Let’s say you’re single and you want to get married. You’ve got a new haircut and you’re feeling great (you are in the health and wellness industry, after all). You head to a mingling spot, approach the first person of the opposite gender, flash your most winning smile and pop the question: “Hi! Will you marry me?”
Sounds ridiculous, right?
But that’s pretty close to the marketing strategy many businesses use. Go to a trade show or any other place where retailers hang out, give them your best smile, hand them a brochure and hope for an “I do.”
You’re unlikely to get married with this technique. And it doesn’t work any better in the business world!
Successful business-to-business marketing works on the same rules that all relationships do. Let’s go back to that example and try again.
This time, instead of throwing a marriage proposal at the first person you see, you take the time to do some market research. First, you develop a profile of your ideal future spouse. Based upon your profile, you determine your prospect is likely to be at a certain local social spot.
You head to the target location, do a quick analysis and pick a likely prospect. You confidently introduce yourself, take the time to get to know your new prospect a little better and exchange contact information. Later, you call and ask if going out for coffee would be all right. From there, the relationship is off and running.
