As a general rule, there is no foolproof way to plan for long-term marketing success. After all, things change so quickly that even if you do find a winning strategy, it can be difficult to duplicate it time and time again, year after year. So build a marketing plan.
But, experience has taught us that there is one proven formula for winning customers repeatedly: become their favorite in a certain category.
To envision how this works, think of something that you consider your favorite – your favorite pizza, your favorite coffee, your favorite sports team, and so on. Even if you don’t have strong feelings about these kinds of products, there are probably some that you do definitely prefer over others. When you have that kind of relationship to a product or brand, you are very unlikely to take your business elsewhere, even if you have to pay a little bit extra.
Becoming someone’s favorite takes an investment in time, quality, customer service, and even marketing, but it’s worth it because you get a distinct, personal advantage that no other company can take from you. Learn to be your customer’s favorite, and everything you do as a marketer will be easier and more effective.