Sample Marketing Plans

What makes one product sell a hundred times better than a similar and even lower-priced brand? Why will some people pass up major savings to buy identical items at higher-priced stores? How come some service providers are overrun with business when their competition hardly receives a telephone call?

There is a single answer to all of these questions: It is influence.

When marketing professionals manage to influence consumers with their advertising and branding campaigns, it shows in people’s responses to certain products, stores and service providers. If influencing is particularly successful, consumers are likely to pass by savings, convenience and even better service and higher quality to get what it is they believe they cannot do without.

Take pause and think about marketing campaigns that have proven wildly successful. Pay attention to stores and service providers that pack in customers even if their competition has better pricing. Look at their ads, watch their commercials and see how they do things. Chances are you will see influence at work in everything they do. From the corporate or product images they create to how they appeal to consumers, the highly successful know how to wield influence.

Learning the ropes of influencing through marketing is no easy feat. There are many marketing professionals who simply have not mastered the craft and likely never will.

To use influence to one’s advantage, it takes reaching beyond the norm in marketing practices and trying to connect with people on a deeper, and often more meaningful level. Many marketers shy away from the concept because it can be risky, but traditional means of making sales are proven and will show results. Rather than take a chance that could lead to incredible sales, they prefer to stick with modest returns.

When marketers do choose to use influence to help their clients enjoy success, they will find there are a number of different directions they can go. People are influenced by a lot of different forces. On the most basic of levels, they are influenced by the need for food, shelter, clothing and water. Working on a different level, there are 22 other major motivating forces that can drive consumers to take action, purchase products or patronize particular stores or service providers. When campaigns tap into these forces, they tend to reach out to people and drive them through their desires or wants.

Learning how to market through influence requires understanding a few basic truths about people. The reality is that while many humans like to think of themselves a logic driven, most people simply are not. When marketing campaigns sell an image, a lifestyle or a feeling, they do tend to get noticed.

If your marketing campaigns are falling flat or are just not getting the results you want, it might be time to exercise a little influence. When the right motivators are used in advertising, a big change can be seen in the bottom line. Campaigns of this nature are not easy to pull off, but the risk can be well worth the rewards.

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Gaining modest results from marketing by playing it safe and adhering to traditional techniques can work very well for some companies. They trudge along with a reasonable amount of success without ever looking beyond to see what else they might be able to achieve.

Why is it then that some companies succeed beyond the wildest dreams of most people, even if their products or services are average at best?

Quite often it all comes down to marketing. How it is approached and what techniques are used can make all the difference in the world. When more than modest results are desired, it is imperative to think outside the box and tap into the secrets that some of the most successful companies from Madison Avenue to Hollywood have long known about. There are methods that go beyond the tried and tested norms that can make campaign results soar.

One of the biggest secrets used by major companies in their marketing efforts involves appealing to the inborn programming people are simply wired with at birth.
Think this does not matter? Well, think again.

Just as certain animals migrate at set times during the year and most living creatures are born with an innate sense to protect their young, humans come preprogrammed with certain ingrained traits. When these traits are triggered through marketing, people respond without even knowing why in many cases. They will favor products marketed under programs that trigger their programming and they will make purchases even if another product is cheaper, prettier or even just plain better.

When marketing efforts use traditional techniques for promoting products and services, they can pay off, of course. This is why so many companies fail to take their efforts to the next level. They just don’t know a next level even exists. If they do, they are unaware of how to make the secrets work for them.

Companies that have made it to the upper levels in their industries, however, often rely on different techniques to get the word out about what they have to offer. They have learned to activate the inborn programming of people to drive their businesses forward. When this happens, consumers tend to beg for a product rather than have to be asked to purchase it.

Consider some of the most successful companies in the world. Their products speak for themselves. People inherently trust them and make purchases even if another option that is better is readily available.

The same understanding of inborn programming has long been evidenced in Hollywood where moviemakers appeal to the subconscious to get people to buy tickets to shows that might not even be all that good. Fast-paced trailers that flash gripping images in rapid succession can sell even the most mediocre of stories and turn them into real box office blockbusters.

One of the biggest secrets to corporate success is already found locked in the subconscious of consumers all over the world. Products and services do not have to be “the best” to sell that way. The marketing, however, has to be right. Appeal to consumers on the right level and success beyond the wildest dream is likely to follow.

Stick with tried and tested techniques and modest gains are likely all a company will see.

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It takes more than a simple explanation to really sell a product. While advertising campaigns that are purely informational can show decent results, they generally will not produce record-breaking numbers. This is often due to the fact that campaigns of this nature fail to actually motivate people to take action.

Humans are motivated by a number of forces. Basic needs, of course, are huge motivators, but there are many others. It is the other motivators that can really drive people forward to make purchases, adopt particular products as their brands of choice or even make impulse buys they have no need of but cannot seem to walk away from regardless.

In the marketing world, highly successful professionals tap into a number of motivating forces to help them sell companies and their products. There are, in fact, 22 motivating forces that are continuously at work in people’s lives. These forces can drive people forward to look for solutions to meet their needs and motivate them to buy when they believe they have found the answer to those needs.

Truly successful marketing efforts tap into these motivating forces and use them to guide people to take action. The best of the best know how to manipulate the unseen to get people to move forward and fulfill their desires.

Motivating forces can be powerful marketing tools for a number of reasons. They include:

• Their ability to call people to action – When marketing taps into motivating forces, people will receive and respond to a call for action. Selling people on the idea that a product or service would make a good purchase is not enough. People have to be motivated to actually take action and make the purchase.

• Their ability to appeal to desires – People are highly motivated by fulfilling their own desires beyond rudimentary needs. When they are motivated to believe products or services will meet their desires, they will respond accordingly. Tapping into different desires with marketing campaigns takes understanding a few well-kept secrets, but once they are employed the sky can be the limit on sales.

• Their ability to touch people on an emotional level – Humans are nothing if not emotional. Some of the most successful marketing campaigns in history have tapped into the emotional side of human beings to get them to take a particular action or purchase a specific product.

• Their ability to influence – People have to be influenced to make the purchase of a particular product over another. When motivating forces are used in marketing, consumers will often feel compelled to give a particular purchase a try or they might be influenced to keep buying the “tried and tested” even if something else has appeared on the aisle that looks just as good, but does not cost as much.

When marketing efforts tap into motivating forces to drive people to action, sales tend to result. If these efforts are especially effective, the resulting sales can go well beyond expectations and the repeat business will not fail to please.

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