M a r k e t i n g  t i p
Maintain files of marketing ideas that you can build on from inside and beyond the industry

There are thousands of great marketers in the world, and you can learn something from each of them. The task of trolling all the marketing output in your industry in search of "best practices" is likely beyond the practical scope of any one marketer or marketing department. But keeping a record of the really powerful ideas you come across could make the difference in deploying marketing that works and marketing that blows the doors off their hinges.

Maintaining files of marketing ideas is essential to the continuing success of a marketer. Finding new veins of creative gold to keep messages and brands fresh and relevant is a necessity. Start with three files of other companies' marketing materials: one for inside the industry, a second for outside of the industry and a third for direct competitors. Fill these files with print ads, direct mail, sales collateral, notes of what you observe and print-outs of Web site pages.

Look inside the industry for what works as well as gaps of opportunity. If you look at the marketing of similar companies, you can identify two things: what the top companies are doing and what is not being done. These both present competitive angles for more success. Build on what seems to work for the most successful companies and make it your own. When you find gaps - untapped areas of the market - exploit them to create a unique position for your products and services.

Great ideas can come from other industries as well. A common practice for many marketers is to review the marketing of highly successful companies in another industry. Grab the ads and collateral for a national IT supplier, a local real estate agency and a gym. Then, challenge yourself to tweak their message, offer, brand position, etc, to work for your products and market. Typically this exercise will take you down a new path and generate new ideas.

Keep an eye on the competition so you know what your prospective customers are comparing you to. What are the features and benefits of the vendor programs of your competitors? Are you able to match and beat them? Can you overcome their strengths with other strengths of your own? The best responses to sales objections are those that you are fully and confidently prepared for. If you know what you are up against, you have the time to think of, implement and communicate your solutions.

The most challenging part of maintaining files of other companies' marketing is the diligence to add to and review your files at least weekly. Create a schedule and stick to it. Planning for success is the best way to realize it.