Next Level

On Message – The Marketing Level 04.05.09

In The World of Marketing

In this pursuit called Marketing, the name of the game is knowing which communication strategies need to be deployed to get the desired result. Often it is also knowing which strategy and tactic not to undertake. that could reslut in the wrong types of customers or brand positioning that will shorten the life of the company and the brand.

In essence, Marketing is knowing where the target demographic is and what forms of communications they are likely to pick up the message you crafted for them. Getting your sales message to the segment it has been designed for is the art and finesse of the profession. It is also dependent in the format and vehicle you send your message.

Case in point, a manufacturer and retailer of hearing aides shouldn’t employ podcasting into their marketing mix. Their main demographic and profit centers aren’t using such a tool as podcasts in their everyday lives. Perhaps in a few short years such a tactic for such a company could become viable, especially with the overpowering woofers the Millennials are using to drum their choices of music into their brains. But for now, icksney on the odcasting pay.

You must tailer your message to your intended audience, that is Marketing 101, but tailoring the format of your message in the vehicle that the target audience is most likely to receive it is just as crucial to capturing marketshare.

Because it may be the latest and greates tactic doesn’t mean it will work for you getting your product or service in front of those most likely to buy. Analyze objectively if those who you cater to will adopt or access the form of Marketing Strategy you want to employ. Your pocket book will thank you with both saving in expenses and gaining the profits you seek.

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On Message – The Psychological Level 12.20.08

Corporate, Product Messaging Needs to Strike Cord

The success of gaining mind share and the consequent market share is how successfully you are able to ‘Strike the Cord’ of motivation, of connection, of desire, or the pressing want to satiate a need with the purchase of your product and/service. This is accomplished with painstaking effort to understand who your current customers are; what they think, what is pushing them back and forth to and fro on the decision to depart from their hard earned cash and buying what you have on your virtual or actual shelves.

This works with any type of consumer from any demographic, from the geriatric all the way down to the post-millennials. Once you are able to be within their motivations, identify their trigger points, and the subconscious reasoning they use, you can be most efficient in how you get your offering in front of those segments.

How is this done? Well you can go the expensive route; hire a marketing psychologist to do Market Research with groups and individuals; have their statistician crunch the numbers; and get a lengthy presentation and report on the intricacies of those tested.

Or you can do it the Baby-Stepping way; take a space of time, the names of those who bought from you in that timeframe and conduct your analysis by doing – a) Gathering them together in similar categories [age, area of household, frequency of purchasing, etc.] – b) conduct customer service surveys online and by phone [develop series of questions that would better get you an understanding why they buy from you] – c) Once the trends start to show themselves, to craft a message that hits the trigger points, and test it out on a market segment that matches your test sample [measure your response with a pre-allocated system]. Then see the results… if needed rinse [craft another message] and repeat. All that it costs you is time to achieve the results of your survey and advertising message.

Can you have more than one message? Yeah, but it is always best to try to have as few as possible, unless your target segments do not share the same “space” as the others with the corresponding products you carry. Also if age is a factor, there is the languaging of the Message to factor in and test.

Although it may seem tedious, success is in the details and how duplicatable that success can be across the board.