Page 26 - Landscape SA Issue 107

bUSINESS FEATURE

Successful leaders also need to actively the business including people, supply do not just involve traditional TV or print.
seek feedback on their own effectiveness chain, admin and finance to ensure that • EXCHANGE: Appreciate the value of
through self-assessment and 360-degree whilst business grows, customer service is things. Start by calculating the value of
feedback from colleagues and peers. You maintained. your customers’ attention, engagement
may think you are doing everything right, and permission and understand what it’s
but your team may not feel the same. Marketing effectiveness worth to you.
brian Fetherstonhaugh said that “If • EVANGELISM: Find the passion and emotion
Non-scalable infrastructure there has ever been a time for change in in your brand. Inspire your customers and
Growth requires a business to be able to marketing, this is it.” employees with your passion. It’s all about
scale. This is not only limited to capital what people tell other people about their
goods and infrastructure, but to people The principles of marketing are constantly experience with your business.
too. Always ask: do we have sufficient changing. In the past the focus was the
knowledge and ability about our product four P’s: price, promotion, place and Marketing effectiveness tells us how
and/or service to increase our offering? Too product. Today the focus is on the four effective a given market strategy is. It’s
often businesses are not able to scale up E’s: experience, everyplace, exchange and about testing and measuring different
quickly, leading to lost opportunities. evangelism. strategies and sticking to the ones that
work, rather than the ones which have
One of the problems is that the knowledge Many elements of these principles are always been used.
and skills are often concentrated in one, or driven by people, which is why upskilling
at best, a few team members. This can be and investing in your team’s knowledge Measuring our marketing effectiveness will
disastrous for any business and has been base is critical to ensure that your business help decrease client acquisition cost and
apparent during the current Covid-19 moves with the times. increase the lifetime value. As a business
pandemic where the absence or loss of leader, you want your marketing investment
key members of staff as a result of illness or Fetherstonhaugh believes that “it’s time for to give you a 10x ROI and to achieve positive
death has negatively impacted businesses, marketing to move on. Retool. Evolve. And results in both the short- and long-term.
even bringing some to their knees. that is what the four E’s are about.”
I would love to connect with you and
As your business grows, additional capital So, what are the four E’s? understand your thinking.
may be required and to access capital, a • EXPERIENCE: Marketers should plot the
business must be investable and attractive full ‘customer journey’ on your brand and If you want to develop your staff – start
to a shareholder, bank or private funder. in your own community to ensure that the with yourself. Whether you are a business
This means that it needs to be running experience is everything it is supposed to be. owner, director or manager, improving
smoothly and be able to cope with the • EVERYPLACE: Businesses need to be your skills and leadership potential will
additional volumes and pressure that everywhere today – marketers need to mean you can improve the performance of
growth may bring. This requires careful develop a knowledge of new media and your team, staff or organisation.
planning and investing in all aspects of channels. They need to do new things that
Connect with me today to schedule your
one-hour complimentary business strategy
Your business needs to be running smoothly and be consultation session.
able to cope with the additional volumes and pressure Yours in business,
Coach Bert
that growth may bring bertweenink@actioncoach.com n

24 Landscape SA • Issue 107 2021