Messaging and Positioning = $$$
The above formula is the crux of marketing and the central philosophy of what we do here at Franklin-Spirko. the first thing we do with a client is to establish the ‘message’ of the business and this is not as easy as it seems! Having done this, we ‘position’ the message by designing this as a value proposition for the target audience or marketplace and not for the business owners! this is the single most important aspect of creating a marketing plan that will turn into revenue. Here is a tip - when you do this, you must be able to explain your business to anyone, starting with your family! If Mom cannot understand what your business does, chances are your customers can’t.
I should know this not because I’m involved with the Company, but I’ve been through the pain first hand! I can now sit back and count the wasted hours and not to mention the time with the design and marketing people that I incurred in my business career, simply because of my own insistence that, as a business owner, I was always right. I would personally agonize over designs, brochures and copy, just to put the ‘owners influence’ on it and to ensure that I was involved. I’m sure I paid several times over for the job to be done simply because I got in the way of the talented and creative people I had already paid to do the job in the first place!
Shortly, we will produce a video showing how we can look at a website and get a feel for the overall business - again, this may sound obvious, but when you watch the video, you will see how much detail we go into and how we can literally sense the personalities of the business without even knowing them! The video is not meant to be negative and naturally, we will not reveal the identity of the Company, rather we will provide direct, but constructive criticism, with a clear strategy on how to improve. The analysis will focus on both commercial and technical aspects.
Lastly, don’t spend your money on expensive advertising and marketing campaigns until you’ve nailed the above.
Technorati Tags: messaging, positioning, marketing, sales, business, leads, advertising
Popularity: 15% [?]
Listen to this post