MARKETING FOR SME'S - HOW TO EFFECTIVELY SEND A MESSAGE
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, a process of converting communications 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; this will ensure that you 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, and 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.
Communication is vital to 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.
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About the author: Vincent Bissette is the Creative & Managing Director of Propel Marketing & Design, as well as acting as a Brand Advisor at various client companies. For over 30 years Vincent has been helping local and national companies across the UK achieve greater commercial success while minimising the cost of doing it. Vincent has been at the heart of design and marketing in Glasgow for 30 years and. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. Now based in Hamilton, South Lanarkshire with Propel Marketing and Design he looks to continue to transform the fortunes of businesses through effective, targeted marketing.
Get in touch with him on Linkedin here