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What is Your Marketing Personality?

By Kevin Dervin

How would your clients and prospects describe your marketing personality?

Every small business person has a number of qualities and characteristics that make up their unique marketing personality. Are you conscious of what kind of marketing identity you’re projecting… in other words, how people see you?

This really came to my attention in observing behaviors at a recent Home, Lawn & Garden Show in Kansas City. I spent some time supporting my friend and business partner’s booth at the trade show.

Now trade shows are a little bit of a different animal, but it was unmistakable observing the various marketing personalities. For several of the small business owners displaying, trade show marketing is no doubt an important piece of their overall marketing efforts.

Before I cover some of the marketing personalities that were observed, let’s discuss why this is even important.

One of the ways I’ve always encouraged small business clients to think about marketing is to picture a wall. There is the side that you see because you’re inside your business. But, there’s also another side to the wall that your clients, prospects, and potential referral partners see.

Are your marketing efforts designed from the outside in, or from the inside out? If you only focus on what you see and what you like (i.e., your side of the wall) in your marketing efforts, there’s a decent chance you won’t connect with all the prospects that are possible. Because they’re looking for what’s important to them, and not what’s important to you.

I’m not saying to try and be something that you’re not. It’s more a matter of being conscious of your marketing personality so you can set your marketing processes & systems up to best leverage it.

OK, here are some of the marketing personalities that I observed at the Home, Lawn & Garden Show:

* Extreme Introvert – One individual sat in his booth and I never saw him engage a single person unless he was spoken to or asked a question first. It appeared to be a “Field of Dreams” approach. “Well my display is beautiful. If people want what I have, they’ll come and ask me for it.” It was as if he didn’t want to impose on anyone, not even the people who clearly stopped to learn more about his service.

* Look at ME! Look at ME! – OK, I didn’t see the rainbow colored afro wig. But, you do see some things that are clearly set up to try and draw as much attention as possible. What strikes me is the lack of focus on a clearly defined target market. It didn’t seem to matter whether people needed the product/service or not.

* Extreme Extrovert – Everyone was a friend. Smiles and, “Hello, how are you?” were plentiful. This was different from the Look at ME type. I suspect some these folks did well assuming they focused on engaging in conversations with visitors that fell within their target market.

* Oblivious – Ever been involved in a one-way conversation? It was wild. Questions were not answered and a dialogue was clearly not engaged. He had the things on his mind he wanted to communicate and that was that.

* Attentive – This was my favorite to observe. This person was clearly mindful of the traffic. Smiles, nods and hello’s were given, but not necessarily with the intent to stop anyone. When someone stopped at the booth, if the hesitation was appropriate then he engaged. The conversation was polite, but focused with a clear call to action at the end of the discussion.

There is no scientific conclusion here to say who did better than anybody else at the trade show. It was just observation of the various marketing personalities I noticed.

The things is how does this marketing personality carry over to other marketing tactics like networking, direct mail or social networking? Something to think about.

And now I’d like to invite you find more FREE articles and resources to increase your own small business marketing effectiveness at http://www.MarketingActionClub.com Just come have a look around to see what all is available.

Kevin Dervin is co-founder of the Marketing Action Club and creator the the Get More Great Clients marketing system.

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This entry was posted on Tuesday, June 23rd, 2009 at 8:59 am and is filed under Feature Marketing Article, Full Marketing BLOG, Internet Marketing, leadership. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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