Many of us make “marketing” some arcane science. Focus groups, market research, surveys, brand consultants. Meh.
I learned everything I need to know about marketing at a lemonade stand.
As I was tooling around in my car this weekend, I was reminded of what it takes to be a great marketer. Really, it’s not as hard as the Marketing Group makes you think it is. The reminder of these principles came in the form of the perennial lemonade stand.
I drove past four such stands this weekend. Each one demonstrated a core principle you must adhere to if you want to be a successful marketer.
Marketing is about understanding a need and meeting it
It was hot this weekend. Unfortunately for Lil’ Jimmy’s Big Ade Stand, it wasn’t hot at 815AM when I drove by. I give the kid bonus points for getting to work early on a Sunday but he clearly missed the mark. He was out there selling his little heart out. The problem was the market did not have a need.
Lil’ Jimmy was targeting a market that didn’t exist. No need equals no sales. He had his dreams crushed by about 10AM and had packed it in thinking no one wanted lemonade that day. Jimmy’s problem was the market of overweight underexercised middle-aged homeowners doing yard work was just ramping up at 10. Jimmy missed the market. Right product. Wrong time.
Look at your business. What is THE MARKET asking for? Are you delivering what they want when they want it or are you pushing your product into a market you hope exists?