Underdog Marketers know that prescription before diagnosis is malpractice.
When an ailing business needs major
surgery, Underdog Marketers are smart
enough to use more than a band-aid.
While the Big Dog’s marketers try various remedies, hoping one of them works,
the Underdog prescribes the right medicine based on careful testing, insightful
research and thorough knowledge of the
market conditions. They get rich by dominating their niche. Rather than exhausting their firepower to stand toe-to-toe
in every battle with the Big Dogs, they
use their ammunition wisely by finding a
niche in the market that they can claim
as their own and exploiting that niche to
maximum growth. They are the Top Dogs
in their specialty because they offer the
best product, value and service.
Successful Underdogs plan for war by
conducting thorough renaissance. They
use Customer Attitude Profile Surveys to
discover the attitudes and purchase patterns of their target customers and Internal
Customer Surveys to measure the battle
readiness of their staff. They never go to
war without determining the boundaries
and size of their trading area. They learn
the lay of the land by conducting trading
area tracking surveys, which empowers
them to focus and effectively target their
marketing efforts in those areas most likely
to generate business.
Underdog Marketers distance themselves
from the competition by measuring what
they manage. Underdog Marketers know
their successes cannot be validated, performance cannot be evaluated, and rewards
cannot be given objectively without reliable forms of measurement. They realize
that, unless rewards are connected to success, there is no motivation to achieve excellence. The Underdog Marketer cannot
manage success unless he can measure it!
Tom Feltenstein is a restaurant marketing consultant and the
CEO/Founder of Tom Feltenstein’s Power Marketing Academy.
Underdog Marketers know their traffic generators. Underdogs make a special effort to
involve retailers in the trading area, such as
the shopping center across the street, as valued customers and customer contacts. These
traffic generators exist on every main street
or side street in your neighborhood—in
the schools, the hotels and motels, the retail stores, and in commercial and industrial
complexes. The smart Underdog Marketer
regularly involves those traffic generators in
Underdog Marketers use technology as a
tactic. They tilt the playing field in their
favor by being the first to adapt technological strides that are obviously going to
become industry-wide. Big Dogs have to
wade through layers of bureaucracy and
paperwork before implementing change.
The quicker the Underdogs move, the
slower Big Dogs appear to be moving.
Underdog Marketers know when it’s best to
be a settler rather than a pioneer. They aren’t
afraid to blaze new trails, but they pick their
ventures in innovation carefully. They don’t
forge trails that might lead to more peril
Smart marketers know that relationships with local schools—as well as
nearby hotels and shopping centers—can be used to generate traffic.