Posts Tagged ‘messaging’

As you may have well realized by now, building it doesn’t always ensure they will come. You must entice, endear and sometimes entertain “them” – your customers – and do so in a way that is heard above the roar of competitors.

One of the most basic goals of the new era of marketing is becoming “top of mind.” Essentially, this means communicating with your customers creatively, effectively and consistently so that when they think of X widget, they think of you.

To occupy this space, first look to the basics of traditional marketing, the first step of which is a clear plan. No stumbling around bare-footed or blind here. Create a laser-focused plan by asking many questions and defining what you want to achieve. Align all other elements, tasks and messaging around this piece.

Speaking of messaging, every company needs to have a cohesive, core message that is clear and easily communicated (can it fit on a matchbox?). Perfect messaging is like perfect lighting. Without it, no one sees the ultimate beauty of the object it illuminates. Messaging should reflect your brand’s tone, personality and value it brings to the customer. It should be creative and fresh, and inspire your prospect to take action! Then, extrapolate what you have created to other areas of your business. Be consistent.

In the past, marketing was almost synonymous with selling or public relations. Today, this is less true. While the end result still includes increasing positive public awareness and essentially sales, the marketing landscape has shifted dramatically over the last few years. The easiest way to sum up the new philosophy is this: Give first and ask (sell) last. Disseminating useful information on your field, donating product/ services/time to an event, and even nurturing relationships are all included here and will get you in the game – if not ahead of it.

Get creative here – and “talk” about what you are doing as much as you actually do it. It’s also important to know exactly how your brand “plays” in your market. Getting to know your target audience can help you determine this. Many companies and communications firms used to rely on market analysis firms to help them identify consumer groups’ thoughts and behavior. However, with the avalanche of user-generated content on the web (i.e., Facebook, Twitter, Youtube, industry forums), you can get a very eye-opening picture of customers’ sentiments. (Though be prepared to dedicate a significant number of man hours to this endeavor!)

Your website can also act as a feedback loop and should be the hub for all the internet outlets you use to broadcast, so make sure it is up to snuff. Based on the communication areas you want to implement –traditional marketing, guerrilla marketing, public relations, social media, web development or all of the above – figure out what skill set, hours and resources you will need.

With new technologies arriving every day, this is an industry that changes more than it stays the same. Staying abreast of trends, tools and techniques is time consuming, but will give you an edge. We suggest hiring a firm or expert who can manage part or all of this process for you. If you have questions, please reach out to us at cassiacomm [at] gmail [dot] com. We are happy to hear from you.


Read Full Post »