Author : Claudia Trusty
Do you ever feel like you're on message overload? So many commercials, ads and pop-ups you can't tell who's selling what anymore. Well, you're not alone and you're not overreacting.Today we are exposed to somewhere between 3,500 and 5,000 marketing messages a day. To put that in perspective, in the 1970's---that far less aggressive and commercial era---consumers had a paltry 500 to 2,000 marketing messages sent their way daily. While as a customer you may wax nostalgic about the good old days, as a businessperson you are responsible for sending out some of those messages.Step 1: So how can you be sure your marketing gets noticed? Chances are that yours is not a totally unique business. But there is a great probability that there are unique components to the way you run your company or treat your customers. Develop a marketing message that focuses on your target customer and the benefits you offer them, maybe it is service, location or product assortment. Whatever your differentiators, you have to key in on them and exploit their interest to potential customers.Step 2: Look for diverse marketing methods. Traditional advertising certainly works and is an important tool but there are many more tactics, some expensive and some cost little to nothing. You might consider a PR campaign that includes press releases, charity event sponsorship or acting as an expert guest speaker. Maybe an Internet driven focus using your company web site, e-letters and blog. What about networking events that offer an easy distribution point for company collateral pieces and gives back contacts for direct mail and email distribution lists.Step 3: Track business results to quantify each activity's value to your company. Allow ample time for a fair, valid evaluation; an advertisement should generate quicker customer response than a web site. Analyze data to course correct as needed, expanding some activities and deleting others.Despite changes to our client demographics and the marketing methods available to us, sometimes all of us are guilty of doing business the same way, year in and year out. If that's true for your business you may be leaving a huge opportunity for your competition to reach out and grab your customers. Think about who your customer is, where they are, what they're doing, then brainstorm new ways to get their attention.Claudia Trusty is passionate about working with small and mid-size companies to develop strong marketing and branding messages that drive results. For twenty years Trusty and Company has produced graphic design, advertising and interactive tools for clients in retail and service industries. Visit them on the web at http://trustyandcompany.com/
Keyword : marketing,advertising,brand, branding,strategy,plan,business
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