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MARKETING CONCEPTS

Who are You?

photo two men dressed as super heros with masks

Ever have the feeling that the people working with you don't understand your brand or identity? As if you're all working toward different goals; almost as if you're working for different companies? Feel like nobody sees the real you? Chances are, if your team is confused, so are you customers.

We recently facilitated a team meeting for a client who was having a real identity crisis. In fact, they could not come to agreement on their own brand image. Marketing materials that would be seen by clients and potential clients were developed by several managers, each working independently. There was no consistent message, written, verbal or visual. But perhaps the most problematic issue was the lack of shared understanding among the group for the company's services and their true customer. If the staff didn't get it, why would customers? You may need to go all the way back to the company mission, core competencies and what you want to be known for.

If you're not sure how or where to start, you're not alone. It can be more difficult than it sounds to ensure your marketing reflects both what you're selling and to whom you are selling. But those really are the starting points. Then work to determine things like how your products or services are used, what differentiates them from your competitors, the demographic of you're A, B and C level customers, how they decide to purchase from you. Once all this homework is completed, you can begin to align all your marketing efforts to maximize the branding and sales potential of your product.

Really knowing your target or core customer will allow you to guide business development, focus your team and better direct marketing. Connecting with your customer will separate you from companies run on the "this is what we have to sell" approach and position you as a "here are the opportunities within our industry or profession to best serve our customers".

So, if your team doesn't agree on the "who" or "what" you're selling, consider investing in the time necessary to drill down to learn as much as possible about your core customer, your products and services and where the future lies for both. Then build a business and marketing plan that has substance and will evolve as your company grows. If you'd like help in pulling this kind of strategy together, give us a call. We'd love to facilitate this process and develop a strategy that allows your marketing plan to support your business goals and gets your team behind one strong brand.



ADVERTISING TECH

The Scent of Money

woman smelling flowers

Our sense of smell can evoke powerful emotion and reaction. We've all walked into a home filled with the aroma of freshly baked cookies and immediately feel warm, cozy and hungry. No doubt you've been tempted to try a new fragrance because of the scent strip added to a magazine ad. Some smells make us frightened or uncomfortable (we've all experienced that antiseptic hospital odor...not a pleasant thing).

Well, the power of smell is being pushed even farther. A chain of gas stations in California is pumping more that gas...the smell of fresh coffee is being released to customers as they pump their gas in hopes that they'll stop in the mini-mart for a cup of java. Another inventor has developed a fan that emits the scent of fresh-baked pies into homes, especially designed for use by home builders and realtors. This summer there will be DVD's with electronic kits that release smell-o-vision during specific points in a movie, like smoke during a fire scene. Makes the mind boggle...there are some things I much prefer left to the imagination!

The true test will be does smell sell? If it does, expect to see...er, rather smell, a lot more in the future.




THANK YOU

You're the Best!

business people cheering

We all know about the groups, organizations and clubs that are dedicated to networking. They are a great way to meet new people and cultivate relationships. But there's a network that is even stronger, one we never take for granted---you, our friends and clients. Thank you for your referrals and please, keep 'em coming!

In that same vein, we're very lucky to have clients and vendors that we've worked with for years. We really value those relationships and appreciate all of you. New to our list of clients that we count as friends and businesses that we can heartily recommend to others:

BlairIT

Technology solutions for business

Brown and Associates

Call center and business plan consulting

HAS - Healthcare Assist Services

Healthcare facility accreditation consulting

The Graham School

Highly rated public charter school

Peter Margaritis, CPA

Public speaker and humorist

Ralston Consulting

Strategic business planning

Richter Financial Group

Financial planning

Richter Motorsport

Auto detailing

Underwood Orthodontics

Board certified orthodontic specialist

Wisehart & Wisehart

CPA and forensic accounting