Marketing Strategy for Small- to Medium-Sized Manufacturers

Simplifying Marketing Research and Competitor Intelligence

Most SMMs I have assisted did not employ dedicated marketing specialists or researchers. So when it was time to develop sales, marketing, or growth strategies, insightful market information was absent. (This is why shotgun marketing is so prevalent—it does not require any on-going marketing research and intelligence gathering efforts or insights into markets and competitors.) However, marketing research and competitor intelligence can be simplified and made less expensive. This is done using three sources of data previously presented:

1. Customer analysis and profiling,

2. Lost order analysis, and

3. Customer satisfaction feedback.

Since the cost to compile much of this information already ...