The product or service must create value for each of its consumers. It must satisfy consumers' unique differences, not their commonalities. The consumer is asking for unique solutions to satisfy unique needs.
You must focus your message on customer benefits. Know what your customer's needs, and communicate the benefits of your product or service as they relate to fulfilling those needs. For example:
Less effective - "This phone has an HD video camera."
More effective - "This phone lets you record and edit stunning HD video. So it's the only phone - and the only camera - you need to carry with you."
Tuesday, June 29, 2010
Friday, June 25, 2010
19 Tips for Direct Marketing Success
Direct Marketing is major part a lot of marketing plans. Everybody loves the ability, with direct marketing, to measure dollars spent vs dollars generated and the variety of strategies and tactics that can be used to accomplish concrete objectives.
This post is the first of 19 tips for success as described by Lester Wunderman in his book, Being Direct: making advertising pay. (Lester is credited with creating the term "Direct Marketing" during a 1967 speech at MIT and was inducted into the Advertising Hall of Fame in 1998)
Tip #1: Direct Marketing is a Strategy, Not a Tactic
Direct marketing is not a postcard; it's not an e-blast; it's not a website; it's not a mailing. It's a strategy based on the foundation of intelligent thoughts and ideas to accomplish a desired objective. Tactics are the tools used to carry out the strategy. A direct marketing campaign should always include an objective, strategy, and tactics. For example:
Objective: Retain current customers
Strategy: Initiate a loyalty program
Tactics: Distribute loyalty cards. Send targeted emails, direct mail, and social media posts encouraging repeat purchases for points towards a reward.
This post is the first of 19 tips for success as described by Lester Wunderman in his book, Being Direct: making advertising pay. (Lester is credited with creating the term "Direct Marketing" during a 1967 speech at MIT and was inducted into the Advertising Hall of Fame in 1998)
Tip #1: Direct Marketing is a Strategy, Not a Tactic
Direct marketing is not a postcard; it's not an e-blast; it's not a website; it's not a mailing. It's a strategy based on the foundation of intelligent thoughts and ideas to accomplish a desired objective. Tactics are the tools used to carry out the strategy. A direct marketing campaign should always include an objective, strategy, and tactics. For example:
Objective: Retain current customers
Strategy: Initiate a loyalty program
Tactics: Distribute loyalty cards. Send targeted emails, direct mail, and social media posts encouraging repeat purchases for points towards a reward.
Thursday, June 3, 2010
Communication is changing channels... join the conversation.
People are buying differently today than they have in the past. A recent conversation with a business partner, Mitch, revealed an important fact about how today's changing communication channels are beginning to influence people's purchasing processes.
He spoke of his recent purchase of a weed wacker. He doesn't buy weed wackers often, and he doesn't read weed wacker publications or browse weed wackers at the local home improvement store. He also couldn't recall ever discussing the features and benefits of certain types or brands of weed wackers with friends or neighbors as part of every-day discussions.
A year or two ago Mitch would have researched weed wackers online, searching different manufacturers' web pages. He might have asked a neighbor or a friend, and then he would have gone into the store for a final look and to buy the weed wacker.
A month ago, when Mitch began his purchasing process for his weed wacker, he simply posted a question to his Facebook friends. Within a few hours, he had about 40 recommendations from people he knows, loves, and trusts. He was quickly able to determine which weed wacker he wanted to buy, and his information came from his friends and peers--not from traditional corporate communication.
As we look to the future, we can only expect this type of buying process to become the norm. People will look more and more to their friends and family for information about the products and services they consume. We can expect people to consume most of this information through their mobile phones via social networking channels, text messaging, emailing, and mobile interactive websites.
As businesses, we must make sure we are part of that conversation. Because our voice is a smaller part of the conversation, we must make sure our message is clear. The position and value of our brand must be clearly communicated to our customers in the way they want to receive that information. When our customers understand and experience that value, they will naturally share their experiences with friends and neighbors.
If you are feeling a little puzzled or overwhelmed, you are not alone. This new world of mobile and social communication can seem mysterious and complex. Where do you start? AlphaGraphics. If you haven't noticed, we're doing a lot more than putting ink and toner on paper these days. We are helping businesses communicate. From brand positioning and messaging to marketing plans and implementation, we've got you covered. Schedule your FREE consultation today. 801-652-6942
He spoke of his recent purchase of a weed wacker. He doesn't buy weed wackers often, and he doesn't read weed wacker publications or browse weed wackers at the local home improvement store. He also couldn't recall ever discussing the features and benefits of certain types or brands of weed wackers with friends or neighbors as part of every-day discussions.
A year or two ago Mitch would have researched weed wackers online, searching different manufacturers' web pages. He might have asked a neighbor or a friend, and then he would have gone into the store for a final look and to buy the weed wacker.
A month ago, when Mitch began his purchasing process for his weed wacker, he simply posted a question to his Facebook friends. Within a few hours, he had about 40 recommendations from people he knows, loves, and trusts. He was quickly able to determine which weed wacker he wanted to buy, and his information came from his friends and peers--not from traditional corporate communication.
As we look to the future, we can only expect this type of buying process to become the norm. People will look more and more to their friends and family for information about the products and services they consume. We can expect people to consume most of this information through their mobile phones via social networking channels, text messaging, emailing, and mobile interactive websites.
As businesses, we must make sure we are part of that conversation. Because our voice is a smaller part of the conversation, we must make sure our message is clear. The position and value of our brand must be clearly communicated to our customers in the way they want to receive that information. When our customers understand and experience that value, they will naturally share their experiences with friends and neighbors.
If you are feeling a little puzzled or overwhelmed, you are not alone. This new world of mobile and social communication can seem mysterious and complex. Where do you start? AlphaGraphics. If you haven't noticed, we're doing a lot more than putting ink and toner on paper these days. We are helping businesses communicate. From brand positioning and messaging to marketing plans and implementation, we've got you covered. Schedule your FREE consultation today. 801-652-6942
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