HOW TO SEND A MESSAGE EFFECTIVELY - MARKETING FOR SME'S

Marketers often make a crucial mistake when it comes to their communication strategies. They decide in advance what they want to say about their company, product or service, with no consideration given to the consumer base they are targeting and who they are. You can’t shoe-horn a product into the market place like this. It is imperative that any communications be based on what an organisation determines the customer wants to hear.

WHAT ARE THE BASIC UNDERLYING PRINCIPLES OF MARKETING COMMUNICATIONS?

Be distinctive and motivating when building your brand. Use bold and unique marketing communications that stand out from your competitors.

Don’t be afraid to develop and nurture long-term programs. Your company shouldn’t expect its brand to develop over-night. It should be a process of investment and a process of converting communication ideas into communication equities. The brand will develop a distinct, lasting value of its own. It will literally take care of itself (within reason!).

Investing no matter the state of the market should be your aim. Advertising continues to be effective even if the market slows down. Consumers don’t think in those terms. Emotional response to marketing communications is what will determine your success.

Build learning into your marketing efforts and automatically evaluate and revise all your communications over time that will enable you to constantly improve them.

A THREE STEP GUIDE TO EXECUTING COMMUNICATIONS IDEAS

Breaking through the clutter – The process of defining your target market and your strategy, then implementing these in order to break through the fog of your competitors and stand out in the marketplace.

Dramatising the benefit - Utilising strong and coherent marketing messages to express the unique qualities of your product or service.

Linking the benefit to your brand – It’s important to ensure that customers understand that these unique communications are inextricably connected to your brand. All too often, customers may be aware of an interesting marketing campaign but not understand exactly what product or service it is connected to.

MARKETING FUEL:

Communication is vital to any business. Make sure that the product or service you offer revolves around communicating your brand to consumers. If you can’t sell your ideas to your customers, you can’t sell your product or service, no matter how good it is.

About the author: Vincent Bissette is a freelance Brand Strategy and Design Consultant with over 30 years experience of branding and rebranding businesses and organisations, systematically, thoroughly and objectively. He has worked in major Design Consultancies as well as having run his own agency for 25 years, working with SMEs all over the UK to help them modernise their brand, grow their business, attract new customers, penetrate new markets and increase their sales, market share and profit. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. He’s a creative, strategic thinker and problem solver with a wealth of experience in diagnosing trouble spots in brands and discovering their strengths, weaknesses, opportunities and threats. Now based in South Lanarkshire, Scotland, he works throughout the entire UK.

Get in touch with him on Linkedin here