Ian Allen/Staff Photographer
CEO Arnold Foote Jr says marketing your product is just as important as the product itself.

Anthea McGibbon, Staff Reporter

IN A recent 'How To' article, 'How to stay in bu$iness', published September 27, business guru William Mahfood identified the necessity of seamless communication for success in Jamaica.

Today, Arnold 'JJ' Foote Jr, with 22 years of experience in the adver-tising and marketing industry, promotes effective communication.

The CEO and chief creative officer of the 44-year-old cutting-edge communications company, Advertising & Marketing (Ja) Ltd, believes marketing is the lifeblood of the entire country.

The AdMark agency itself offers a complete range of strategic communication and production services, including strategic planning, creative development, print, radio and high-definition television production, and in-house and Internet marketing.

The skill of marketing interweaves communication, sales, manufacturing and distribution.

Principles of marketing

The principles of marketing are based on the 4Ps, says Foote Jr - product, price, promotion and place/point of sale. This means that the entrepreneur should at all times critically consider the name, look and personality of the product, method of communication, the method of distribution (which has nothing to do with communication per se), and point of sale.

Foote Jr says that business persons must identify their target market or it will be like "winking in the dark". As such, advertising agencies are critical from day one, he emphasises, especially in the evolution of a new, locally made food product.

A big part of marketing happens before the product is created. For new products, in particular, it becomes critical to develop a pro-duct which solves a need or desire and is at an effective price point, determine what that target consumer/customer is, which is who you want to buy your product. You must then find a personality that will have appeal, for the pro-duct, to the people that you want to buy the product.

It is at this point that the name is to be developed.

Thereafter, the look of the pro-duct should be determined.

After developing the name, look, personality, product production and communication material, communicating with stakeholders in the retail and wholesale trade is your next step. Bear in mind that this is the first market challenge.

"The trade is your first customer, so they need to know why the product should be sold in their outlets and what you will do to help that product sell," advised Foote Jr.

Supermarket shelves are to be viewed as real estate and, as such, rental must be factored into the marketing budget. Mega-size supermarkets display/merchandise products at a cost. Prime shelf space or gondola ends sometimes attract a rental fee. This is usually the first eight to 16 feet of shelf space in an aisle.

"If the consumers don't see it, they can't buy it," warns Foote Jr, who explains that consumers expect to see products advertised.

The expert recommends that 80 per cent of distribution be accomplished before the communication campaign begins. Communication should then be initiated. Both above-the-line and below-the-line communication could be employed, depending on budget. Above-the-line communication is where personality and benefits of product are communicated. Below-the-line is where consumers can build a direct physical and emotional connection.

Above-the-line communication refers to mass media, including TV, radio and print (The Gleaner, for example), while below-the-line communication covers other methods such as posters, point-of-sale material, sampling, road shows and other launch-type events.

One must create a product experience for the consumer. Sampling can be a very effective strategy. Having an introductory price offer can also be beneficial, but can only be done in conjunction with retailers.

Consistent communication

A final tip by the expert is to remember that consistent communication is as relevant as maintaining product standards. Often in Jamaica, it is unfortunate that communication is viewed as an expense instead of an investment.

The biggest mistake marketers make after launching is to stop communication. Remember, out of sight is out of mind, said Foote Jr.

"It is as important to the product's survival as the product itself."

GOLDEN LINKS:

http://marketing.about.com/

http://video.about.com/entrepre neurs/Find-Your-Company-s-Niche.htm

http://www.toolkit.com/small_business_guide/sbg.aspx?nid=P03_0101

http://www.managementhelp.org/fp_progs/mkt_mod/market.htm

Please share your thoughts, comments or suggestions by emailing anthea.mcgibbon@gleanerjm.com or columns@gleanerjm.com.