106 years ago, my Great Grandfather William Watkin, opened his
Butchers shop in Grantham. Today, by brother Richard runs the show (and he does
it really well). William’s thinking about his marketing strategy is totally
different to that of Richard’s.
William’s customers were locals. They were local’s, walked into town to pick up their veg
from one of a few Grocers, Candlesticks from candlestick maker and meat from
his shop.
They only purchased what they could carry and shopped every day. It
was important to have fresh produce, a willing smile and time to natter and bond.
William knew he could often upsell a fresh Pork Pie to Mrs Miggins when she
came in for a pound of sausages and a few slices of boiled ham. In a world
before the supermarkets, William didn’t have the difficulty of being found.
William
didn’t have to be more convenient or his prices lower, all he did was open the
doors. William’s marketing strategy was unassuming and simple. Sell the things people
are buying when they’re buying it.
But now it’s 2017, it’s my brother Richard’s time and the
world has changed.
Everything about the business of marketing becomes more subtle.
The nuances of marketing in the 21st Century with its different shades of
meaning or expression are so important.
When it’s possible to get shopping brought to your door at 10pm,
without having cash in your purse or shoes on your feet. His (and yours) punters
and clients aren’t as predictable or as obvious as William’s.
You have to go deeper as you consider how potential
customers buy, not just what and when they buy.
How does your potential landlord’s or potential vendors developing
21st Century world shape and change how you do business? How will estate and letting
agents like yours flourish in the 2020’s and 2030’s by meeting not just the
wants and needs of potential landlord’s or potential vendors, but also by
understanding their lives, behaviours and attitudes?