3 Reasons why coffee companies think their marketing is top notch. When it isn’t.

October 8, 2013 by

Coffee marketing the same...It’s all too easy to look at your marketing plan and activities, take a peek at your website and printed materials, track your results…and then conclude that all is well with your marketing.

In fact, it might not take much to persuade you that everything is hunky-dory, and nothing needs to be changed or improved.

This is a problem, because as soon as you sit back and decide that everything is going just fine, you are no longer motivated to test new approaches and see if you can leverage those changes to do even better.

Let’s look at 3 of the influences that might lull you into achieving less than you could.

1. Because it’s working

When you have a plan to sell a certain number of units per month, and you are achieving that target, it’s understandable when you say, “Our marketing is working just fine, thank you very much.”

Or you might say, “If it ain’t broke, don’t fix it.”

In other words, success at that level is a comfortable place to be, and nobody wants to mess with it.

But what if the original target was too low? What if instead of succeeding, you’re just coasting? What if a little more effort could result in significantly higher sales and revenues?

When success is measured according to a plan that wasn’t ambitious enough, you’re in danger of becoming complacent. And complacency inevitably results in decline.

2. Because you’re married to it

A few years ago I worked with a company to improve a group of pages on its website. These pages comprised a funnel, from the home page to each sales page. I was pretty excited, because I could see some fast and simple ways to make improvements. I figured this would be an easy win both for the company and for me.

My contact person at the company agreed with me. He was excited too. Right up to the point when we were about to make the new pages live. Then he called to cancel the whole project.

How come? Because the chairman of the company really liked the website the way it was. It was his baby. And my contact person had been gently told that whatever the improvements the new pages might bring, they wouldn’t be worth the cost of upsetting the chairman.

Stories like this play out every day. It make not be the chairman who is wedded to a particular web page, group of pages or marketing plan. It might be you. When we have invested time in something, and like it a lot, we become wedded to it.

And when we feel wedded to something, we don’t want to change it. Even if change would be a very smart thing to do.

3. Because it fits in

This is perhaps the worst reason to maintain the status quo with your marketing.

Some marketers feel they are doing the right thing when their own marketing approach and promotions match those of their competitors. By copying what the competition does, they feel that won’t make a mistake.

This may be a comfy place to be, but it’s also a ridiculous place to be.

You can’t achieve the potential of your company by copying everyone else. You have to do the opposite. You have to differentiate yourself from every other company in your space. You have to be seen to be different.

The desire to fit in is understandable if you are at high school, but is inexcusable when you are a grown up responsible for marketing your company’s products or services.

Don’t play safe. Shake things up. Be disruptive.

If you are averse to risk, then you probably shouldn’t be in marketing.

I’m not talking about mindless or foolish risk. I’m talking about smart, measured risks.

Whatever your marketing approach right now, you should be challenging it and testing it. Test new approaches. Try new media. Try new messages. Measure the new results. And then keep challenging and keep testing.

Don’t fit in. Break out.

NOTE: It can be extremely hard to see your own marketing in an objective light. Often it’s impossible. Which is why it sometimes makes sense to bring in someone from the outside who can see things with a fresh perspective, without any subjective baggage. If that sounds like a smart idea, take a few minutes to learn about the services I offer coffee companies here.

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