What is marketing actually?
Think about it. You don't go looking for a book shop until you want to buy a book ... the decision to buy was already made when you started looking.
 
Before you made that decision, marketing about book shops didn't interest you much ... but the moment you made the decision to buy, book shop marketing became very important.
 
No business can predict the moment when a potential customer WILL need marketing, which means that your marketing must be instantly available, fresh and accurate at EVERY moment.

How does marketing work?
Marketing existed before the printing press. I talk about this in one of my Akti-Biz Series.
 
The invention of the printing press changed the world of marketing for ever. The news paper was invented and marketing developed 2 personalities, one in the newspaper and one at the place of business.
 
With the rise of the internet, these have evolved even further ... one in the Virtual World and one in the Real World. In market-speak we would call these Passive Marketing or Active Marketing.
The difference between the two is obvious, but let's look closer...
 
Passive Marketing is the fixed source of information that confirms the decision of an already interested potential customer, to look for a business like yours.
In other words ... it's your Media Presence
 
It's all the information that we post onto your web-media and website etc, so that when someone needs your type of business, they Google it and your business appears on their screen at exactly the right moment.
Active Marketing on the other hand, engages with, invites and rewards real people, in real time, to visit your business, try your products and buy your products.
In other words ... it's your Retail Experience
 
Nothing beats an attractive venue and a helpful human ... which works for every business type ... then add the promotion, the special offer, the discount deal ... it's all active marketing.
Thinking about the scenario in the photo above.
 
The passive marketing has brought a potential customer to your door. It has done it's job. It can do no more.
 
From now on the real world Retail Experience ... the active marketing ... is what get's that potential customer through the door, into the shop, and buying the product.
 
Actively creating a good retail experience is THE most important marketing activity. No matter how good your product is, if your customer didn't enjoy buying it, he won't like it ... that's human nature.
 
Now we're getting down to the real work of marketing. It's understanding how human nature must be encouraged to work in your favour ... it's understanding how the opposite of a good idea, can be another good idea!

The opposite of a good idea
can be another good idea ... strategy!
IMG Eden information disclaimer