Time and time again we see in traditional marketing plans that companies have identified their competitors and are aggressively positioning against them.
This is usually pretty good advice — your target customers have choices in your market, so you should help them understand why you’re better than other options out there.
What we rarely see, however, are organizations that are positioning against their fiercest competitor of all: inaction.
That stems from not looking at your marketing from the perspective of your customer.
There are a lot of assumptions in traditional marketing.
One of the biggest is assuming that your target market has your product or service offering on their radar. That they care. Chances are, they don’t.
And if you expand your target market to include those that aren’t necessarily considering your product or service, your potential universe of profitable customers or game-changing constituents just got a lot bigger.
Think about it: do you describe yourself as a consumer? Are you walking around thinking, “Boy, I sure hope someone tries to sell me a credit card.” Not very often.
But if we start from a Holistic Marketing perspective and we include inaction in our competitive set, we see a clearer picture of our target customer.
We have the potential to capture them before they enter the market, and where we might have significantly less competitive noise.
Consider your prospects in their entirety, not just when they’re actually looking to engage.
A holistic approach opens up the whole road, rather just putting out a doormat.
About the Author: Tanya Korpi Macleod is the founder of Minneapolis-based Macleod & Co. After more than 25 years of marketing and advertising experience in the U.S. and Europe, Tanya noticed that chasm that often exists between an organization’s theoretical marketing “plan” and its realistic ability to execute it. This led her to pioneer in the concept of “holistic marketing,” which redefines marketing as the complete process of bringing a product, service or company from inception to maximum ongoing profitability. Her mission is to show organizational leaders that a holistic mindset not only promotes a healthier culture, but a more profitable business.