|
Author: Mary Eule Article source: http://www.strategicmarketingadvisors.com/. Used with author's permission.
Today's small business owners are smarter than ever about strategic and tactical marketing. They are becoming more and more comfortable with its cumbersome terminology and are familiar with concepts such as customer "touches", or contacts.
Unfortunately, however, many small- to medium-sized business owners are spending way too much time concentrating on the frequency of their messages, rather than developing the right message.
For example, how many ads have you seen from dentists who proclaim to give you a "better smile"? Yes, the actual size, orientation, color, graphics and the like may be different, but the message is the same-old-same-old. Have these dentists, then, differentiated themselves and become memorable? The obvious answer is "no".
However, is any impact better than none at all? Marketing experts and business owners alike often debate this issue. On one hand, even a so-so ad can generate name recognition… an important objective. Alternatively, others argue that poorly-designed marketing communications is at best, weak and at worst, damaging AND memorable.
It is reasonable to expect that a marketing consultant or advertising agency will create a distinctive and positive ad and message every time? Yes. Assuming you're developing it based on a solid strategic plan.
Also, should you expect that every ad is original in both content and look? Again, yes. Any talented marketing professional can help you create a look, feel and message that achieve both of these objectives.
For example, wouldn't a dentist's ad be more memorable if it emphasized the idea that dental procedures - braces, teeth whitening, caps - produce far better results in your overall appearance than above-the-neck plastic surgery?
Here are four great questions to ask yourself as you consider whether the image and message you're creating will achieve the "bang" you're looking for:
1. Is your message unique, positive and memorable?
2. How many other companies in your industry communicate the same thing? If your answer is, "None" you're well on your way!
3. Does your message create an image that fits your company's personality?
4. Does your message increase the chances of creating the impact you want?
Remember, generating favorable responses to your marketing communications happens when your strategic goals and standards are turned into flawless execution! Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, "Mandatory Marketing: Small Business Edition". She holds a master degree in marketing from Johns Hopkins University. Log onto http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful tools, tips and templates.
The Role of a Medical Assistant in a Modern Medical Practice
Many physicians are unsure of what tasks are appropriate to assign to a Medical Assistant. Medical Assistants are not licensed to make independent medical asses...
Jumping Back in the Work Force After a Break
Career hunting after taking a break can be exhausting, humilitating and a huge blow to your self esteem. People remember the old "glory days" and want to pick u...
Natural Stress Relief - Without a Doctor!
You don't need to resort to medication to relieve stress, the answer is as simple as taking up a craft.
Linking - This is It!
Linking can work for everyone when done properly. Find out why search engine ranking should not even be a factor.
Small Dogs - Different Breeds, Different Personalities
Small dog breeds are great pets, but since their personalities are all different, it's a good idea to look at their individual characteristics to see if they fi...
Fat Burning Tips
Discover these fat burning secret tips that allow you to burn calories long after you exercise.
4 Steps to Successful Offline Event Booths
Offline events can be a great way to gain new local customers. Beware though, failure to focus on some of the following steps can result in poor sales and waist...
Health Insurance 101 for Individuals and Families
This article includes a combination of ten questions and suggestions that will provide the tools necessary to get a medical insurance policy that will best work...
Religious Tolerance and the Internet
The internet is a great resource of information on all kinds of topics, including religion. Unfortunately, there is also no shortage of religious intolerance a...
Conditions of Happiness: Happy vs. Unhappy - Do We Have A Choice?
What exactly is this thing called happiness? We know it when we feel it and we certainly know its absence. Just what constitutes happiness? Can an individual ...
Sparkling, Clean Lighting Will Add The Perfect Touch To Your Home
When one thinks of the many factors that affect the look of a room, most people think only of the paint and furniture. In doing so, they overlook the most impor...
Blogging Your Way To Success Part 1
Everyday, more and more Internet users log on to the Internet in search of good, solid information they can use. And they want it for FREE. Blogging is an easy ...
WHOOPS -- There Goes My List! (Are You Backing Up YOUR Biggest Asset?)
Have you ever accidentally lost an important file on your computer? Perhaps your computer crashed (again) or your cat sauntered over a dooming sequence o...
Is the Goal to Reach the Goal?
In this fast and crazy world, we want to multi-task at every given moment. After all, how else can we accomplish all that needs to be done in only 24 hours? Wha...
Website Design: Secrets Of Professional Website Designers Revealed
What colors do you have at your website?
Health Benefits of Hemp Oil
Hemp oil has long been recognised as one of the most versatile and beneficial substances known to man. Learn more about the many benefits of hemp oil and how it...
F2 Leadership
Did anyone every really teach you the skills it takes to be the boss? Probably not. You, like millions of others, are in this position but are not prepared for...
Check Fraud and Verification
As a consumer it is important you protect yourself from check fraud. Fortunately when writing checks and buying checks there are a number of things you can do t...
Online Sales: 10 High Octane Online Sales Generators
Do you want to spark up sales at your website?
That Dust on Your Car May Soon Be Smarter Than You Think?
New design for SmartDust from a man who has spent his life getting the dust off of cars.
Subprime Mortgages And A Past Bankruptcy
Here are some tips to help you with the subprime mortgage process.
Loose Moissanite Stones, A Great Way to Buy Your Moissanite Jewelry
Combine the savings of buying a loose moissanite stone on the net with the range of choice and enjoyment of selecting your ring setting at your favourite jewell...
Hobo Purses - Fashion is Now Comfortable!
Isn't it great, when what is currently in fashion is also comfortable and practical? Totes and hobo purses are this year's favorites. Find out how to select the...
Home Selling: Steps To Selling Your Home
Home selling is one of the most difficult tasks that a homeowner will face. The bottom line is that you will want only the best for your home while others are ...
|
Print this page