How To Design An Effective Marketing System with Craig Jacobson

What this episode covers

Some businesses may resort to marketing techniques that are not only costly but also ineffective in establishing their brand. While investing in promotion is good, marketing your services does not always have to be expensive and bizarre. It only needs to be in-system. In today’s episode of The Best Business Podcast, Daryl welcomes Craig Jacobson. Craig is an award-winning corporate marketer who helped steer businesses like Johnson and Johnson America to reach successful sales. They explore effective marketing systems and how to make a model that fits yours. If you are a struggling business owner curious about growing your business through marketing, this episode is for you. Here are three reasons why you should listen to this episode: Know why enriching your data can lead to more accurate business measures Understand how the two-step sales process in marketing works Discover the common challenges, new insights, and the future of business marketing Resources Connect with Craig: LinkedIn, Website Are you looking for the best business model to upscale your business? Craig and his team can help. Simply go to https://www.openspacesmarketing.com/ and fill out the necessary form below. If you appreciate business marketing, data enrichment, and good stories, book a call with Craig at https://www.meetup.com/small-business-steroids/. Build a successful business with BestBusinessCoach.ca. Episode Highlights [01:33] Deciding Which Path To Take Before his fruitful career, Craig had to weigh between academic, legal, and business pathways. He had a dual concentration in international finance due to his fascination with mobilizing money as if in a three-dimensional chess game. Traditional marketing runs by four primary pieces; package, product, placement, and promotion. He learned that understanding psychology and being able to change people’s perception of the world is the first step in efficient marketing. [4:45] A Thirty-year Career In Marketing Craig worked part-time jobs as a lifeguard and a night crew in a grocery store before steadying in business marketing. His first worked analyzing businesses with a company in Chicago that wanted him to figure out new markets fit for extending their store branch. Looking for gaps in business metrics, Craig had to forecast revenues of existing stores and survey the population and their income levels. Craig: “We built an algorithm to figure out which product sales that I could count on the shelf would help me best predict the revenue.” He also worked with a Germany-based retailer that reinforced the importance of choosing the best locations when deciding on new outlets. [14:37] Understanding Your Customers Matters A heat map is a plot of customer locations about store branches. Craig: “If you can understand your competitor better than they understand themselves, you can seize some opportunities that they haven’t seized some.” Tools in business analytics are upgrading, but the most important shift today is in the mindset of marketers. Oddities are now the norm. Craig thinks businesses looking for more traffic should aspire to know their customers better than they know themselves. He believes that marketing techniques have now become less expensive but more effective. Citing his long experiences in marketing, Craig claims that most people go to the same ten places. Figuring out these ten locations allows understand your potential customers. [18:46] Enriching Data To Your Advantage Daryl described how Proc