This year I planted my first garden. I’m talking a “real” garden, not just a tomato plant on the patio. As I was watering my garden the other day, I started thinking about the similarities between gardening and marketing.
First off, there’s the research and planning element. Because we live at 7,000 feet above sea level in an arid, dry climate with a short growing season, I needed to research what kinds of vegetables would grow in this environment. I started with grandiose plans. I wanted to build raised beds with a drip irrigation system. The water would primarily come from harvested rain. This was going to be a big garden! Then I took a realistic look at myself and my gardening abilities. Since I have never gardened before, let alone in a challenging environment, I decided the prudent thing would be to start small. Instead of the raised beds with a drip system, I purchased Garden Patch Grow Boxes™. Then I needed to determine the best location that would protect them from strong winds and wildlife.
In marketing, you go through a similar process. You conduct market research (formally or informally) to gain a better understanding of the market, target audience, competitors, etc. You analyze your strengths and weaknesses as a company or product offering. You consider the external factors (opportunities and threats) that could hinder your success. And then you plan how you’re going to strategically approach your audience to leverage your strengths, minimize your weaknesses, take advantage of opportunities, and mitigate your threats.
Once the planning is done, you execute your plan. In the case of my garden, I planted seeds, nurtured and watered them. I adapted to “market” conditions and replanted some of the vegetables two or three times. (Early on some of my plants were being eaten by something when they were about one inch tall. Not knowing what was eating them, I kept trying different approaches until I found one that worked.) Now, I’m reaping the rewards of my efforts and enjoying home grown vegetables.
Executing your strategic marketing plan is one of the keys to a successful business. Just like I did with my garden, you’ll “plant lots of seeds, nurture and develop them, be responsive to changing market conditions, and eventually reap the rewards.” Some of the things you try won’t work. Rather than be discouraged, figure out why they didn’t work and try something different. In the end, understanding your market and target audience, developing relationships with prospective buyers, and paying attention to their needs will be fruitful. Happy marketing!
Katie Wacek is the President of Sandia Mountain Marketing, a marketing consultancy that provides strategic and tactical marketing expertise to small- and medium -sized companies, professional service firms, and thought leaders throughout the United States. Learn more.
