Marketing Tips #11-15
Please find below our marketing tips 11-15 in our series for successful marketing, plus an expanded description for each in our blog post below.
- All marketing should be fit for purpose, you probably don’t employ a cheerleading team for some respected accountants, or can you in the right circumstance?
- If you are struggling to create your marketing, share the brief, empower your staff & colleagues, the ideas and buy in will pay dividends when you create as a team.
- Your brand identity should resemble your business in every way whilst defining your position above and apart from the competition.
- Encourage satisfied and delighted customers to share their experience with your business… testimonials are priceless marketing outputs
- Marketing a is not just a pretty logo, your favourite colours, and a ‘buy here’ sticker on it. Create and apply it intelligently but consistently with your brand.
Marketing Tips 11.
All successful marketing outputs need to look first at who is going to buy. The key is to research your buyer thoroughly. Your buyer will be super critical of anything that is on offer, even if they come to this criticism subconsciously. Glamour and dance may not be correct for the accountancy firm, but it may be suitable for other products.
Wait a second though, consider this. What about if the Cheer-leaders wore a business suit. They all wear the same suit and use calculators in stead of pom poms. This could create a conversation. It could pose some great photo opportunities and a real talking point. Ok so why the sports venue? This relates to your product or service too. Example – ticket prices at some premiership football games indicate a ‘wealthy customer’ demographic and it might be ideal for an accountancy product. This is a really blunt example and is not tested, but I think you get the jist. Successful marketing requires a deeper understanding. Think deeply and then drill down much further than that to find your buyer and attract them.
Marketing Tips 12.
‘If you are struggling to create your marketing, share the brief, empower your staff & colleagues, the ideas and buy in will pay dividends when you create as a team.’
When you ask your team for ideas, research, opinions and creative input based upon your own brief and vision, it can provide a wealth of ideas and brain power you probably didn’t realise was at your disposal. Its sometimes key to successful marketing.
Team ideas will allow you to delegate, grow trust, empower, increase communication, provide self-worth and break up the monotony. Allow your staff to buy into the process, believe in the brand and have a say in the business’ development. Enable them to share in its success, but remember reward and recognition is also a really important factor. Even the empowerment of staff, team spirit and business culture should be part of your brand development.
Marketing Tips 13.
‘Your brand identity should resemble your business in every way whilst defining your position above and apart from the competition.’
The staff as mentioned before, are part of your brand, but dont stop there. Your brand is the universal transmission of your core values, products or services and how they should be viewed. Remember you should be truthful in your brief, extol your virtues otherwise you wont deliver on your promise and your brand value can break down.
Who are you, what do you do, what is your position in the market, who are the competition, who are the customers. The business stands for something, what is it? How are you different? What is unique about you and your process? Really what do your customers want? Get this out there and this following point is really important. Keep it consistent across all of your marketing platforms, otherwise you lose some credibility and easy recognition.
Marketing Tips 14.
‘Encourage satisfied and delighted customers to share their experience with your business… testimonials are priceless marketing outputs.’
This one needs no explanation as I am sure you know it already. This is a reminder, so don’t forget to ask for customer testimonials, references, reviews, likes and even shares. Don’t forget to transmit these in the most effective places.
Stay in control of the output but if you cannot, make sure your customer services are able to deal with it publicly and alongside the review.
Example – you’ve got a ‘Faulty Towers Experience Comedy Hotel’, the customers will expect your brand to be rude. Imagine Basil Faulty replying to a complaint on Trip Advisor!!!
If your not John Cleese’ alter ego, make sure you are on the side of the customer at all times, its difficult to remove something from review boards. Marketing agencies can also help with your ‘reputation management’ if your in real difficulty.
Marketing Tips 15.
‘Marketing a is not just a pretty logo, your favourite colours, and a ‘buy here’ sticker on it. Create and apply it intelligently but consistently with your brand.’
So many start up business’ and even established ones, think that your brand is your logo! NO!
They think that putting a logo on a promotional item is branding! NO!
Marketing should encompass, as described in our other tips above, everything about you.
Your logo is not just an i.d.
It should not be your favourite colour unless it needs to be, maybe it shouldn’t be the coolest shape you can find, unless this has some significance.
Your opinion and vision needs to have some substance, so you should answer why it needs to be ‘that’, as well as what ‘that’ should be. It should represent your brief, your vision, your products and service.
A logo should be memorable, be different from the competition, draw the right responses and if it shows all of these things then ‘who cares if YOU like it!’. The logo is for your clients and if it represents your business, it is fit for purpose and it will attract the right response. If these responses are recognition, emotion and the resulting sales, you know it has been created correctly. It takes a lot of work and professional expertise to get it right the first time so make sure you take the time.
Successful marketing is not just a pretty logo so please remember, the logo comes last, it’s not the first thing you consider. No matter how tempting and fun this stage of the process can be, make sure you design the logo once you have already written a detailed marketing brief. It should be intelligent graphic design.
Your Call to ‘Marketing Action’
If you want to discuss your business marketing in more detail why not call us here @ The Marketing People on 01543 495752. Ask Richard about our free ‘business focus’ consultation. Alternatively email email@example.com
Challenge yourself, challenge your business, create more opportunities to sell.