A Talk with Richard L. Roberts, Part III: The Key to Marketing Success
For the last part of our series, Richard shares with us the most important element of marketing success.
The key to marketing success is survey your customers. So before you go out and tell everybody what you’ve got, find out what they will listen to, what they believe, and what they’ll accept (what they believe is true).
Once you have an understanding of the needs and wants, market to those, give them back, what they want.
An example of the process: if you’re selling cars, first you find out what kind of cars people buy and why they buy them.
Then you go back and say I have these kinds of cars, and promote them accordingly.
Sometimes people don’t listen to your product at all, so you’ve got to find out what they do listen to get your product across.
For the green marketplace, keep in mind:
In marketing green, a lot of people say they’ve got a green company, but what does that really mean? It doesn’t mean anything. So you want to be honest and upfront in your marketing efforts about what is green, what makes you green, what’s different about your product. If you’ve got one green thing in your whole batch of chemicals, then you’re not green.
Don’t forget to visit us at LA’s GOGREEN Expo, where Richard will be on hand at the ADG Eco Lighting Products booth.
One Response to “A Talk with Richard L. Roberts, Part III: The Key to Marketing Success”
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dsilverman on 28 Jan 2009 at 8:23 pm #
My brother and I attended the Eco Expo Trade Show at the Los Angeles Convention Center, and thoroughly enjoyed meeting with Gerald and his partner Richard.
They shared the concept of induction lighting technology and their vision for it’s commercial applications .
I was truly inspired with their enthusiasm for cleaner, brighter, whiter and Eco friendly lighting.
Gerald has his own great energy for bringing innovative lighting and
creative fixtures to the home and work environments and I look forward to
seeing his future collections.
Thank you for introducing us to the latest in Eco lighting technology!
Best,
Debra Silverman