Were you to ask one hundred consumers what they find most about marketing then you are probably going to find that at least 25% of them will say the way in which the word lie is used? Consumers hate being lied to and are far less likely to take notice of marketing if someone is always telling them a lie. In fact this has led to a cynical market which has become hard to nail down through the use of conventional marketing.
If you were to tell someone that something is too good to be true they will tend to believe it and so it must be a lie. In fact you can go along way if you are honest with your customers. However what this doesn’t’ mean is that you tell them to go somewhere else as you know of shop that sells what you have to offer for less. What we mean is that you should be concentrating on the facts whilst avoiding trying to make your product look like it can solve all their problems. What consumers want to hear is how something will make their life easier, more convenient or enjoyable. Okay it may be that you are making your product to be better that it is and when this is the case people are often more impressed. Certainly gaining a reputation for speaking frankly is very worthwhile indeed as people are fed up with all the lies and are more willing to value the word of someone who is prepared to be less hyperbolic and uses more constructive marketing instead. But you shouldn’t undersell yourself and also be prepared to tone down what you say. As you will discover people will be happy to spend more time with you if they trust you.
When you are marketing your company it is important to make sure that you get the public thinking that yours is the only one they should be going to in your sector. So this means making sure that you put yourself above your competitors and this can prove a very tricky proposition.
Yes you have confidence in your company, but then of course you should. But how do convince someone else who is considering giving you money to go ahead and do just that, rather than going to someone else. Remember people are free to do as they want and will often choose between different companies based on their merits. As a result some companies decide to run advertisements that are considered hostile which actively attack their competitors in some way. Often they choose to do it very subtly but also without any grace. So if you think that the idea of telling people to choose your company because you are better than the others is going to work then think again. If you decide to market your company by comparing it to another rather than showing what the benefits of using you are can prove to be a very risky strategy indeed. Apart from anything else there is a risk of being drawn into a tit-for-tat war with other companies who are able to find things that they can use to attack your company with. It is a totally needless situation to find yourself in and instead makes you look amateurish and immature. Whereas if you choose to focus on your good points then it proves far more effective when attempting to sell yourself to others.
One of the most popular forms of marketing being used on the internet today is viral marketing. If you are not aware of this to put it simply it is a form of marketing where you place advertisements on the internet to help create a stir around them because they have been targeted in such a way that makes it virtually impossible for them not to get noticed. Whether you choose to use an off the wall video clip, free game or character blog this form of marketing can prove extremely effective.
Yet viral marketing is also possible without the need for the internet. However you will find it a lot more difficult to achieve what you want without having the instant connection to the web that it gives it users. In fact it does require the use of some trickery on your part in order to make it work and if you are willing to put in the time it can prove just as effective as the type we see on the internet now.
First off you need to arouse the viewer’s curiosity in order to get people thinking what it is about. This can be done through use of placement of a letter in a local newspaper that makes some claim that is totally outlandish to ensure that people will respond and help to build it then into a news story locally. But the idea is that you build up hype around your product without actually revealing what it is. People enjoy games where they have to guess at something and like it more when they can say to others that they were right. Of course when you do finally reveal what all the fuss has been about you need to make sure that it is something pretty special for your customers to see. This is a great way of grabbing the attention of a large group of people and something a great many advertisers will pay huge sums of money to get.
Most companies today who want to become more prominent in the eyes of the public will choose to use a big hitting marketing strategy. As well as being expensive this type of strategy can also prove very risky as they need to purchase TV time and then record an advertisement that will be aired locally and regionally. Otherwise they may take out a full page ad in a newspaper or place short ads that are repeated on the radio. What they are hoping is that by spending more they will able to bring more customers to them. However the biggest problem with taking this approach is that it doesn’t matter how much you spend there is no guarantee that this form of advertising will succeed.
Predicting the future with any kind of accuracy is difficult and should you place an advertisement on National TV or with a certain radio station you cannot be sure that will not happen between placement of the advertisement and it is meant to run that causes people to turn over to watch the other. So resulting in you losing that all important marketing punch. Although this may not happen there is nothing to say that it won’t and you can clearly see how dangerous it is to put all your eggs in one basket. For those who want to attract more customers then history clearly shows that they need to grab their attention from the ground up. The more attention you get then the easier it increases your pull. If you do this gradually instead of trying to get their attention all at once is the best way to go. Only start using TV advertising when you can afford to do so, never use it as a gamble as the odds it gives aren’t worth taking.
Most companies prefer not to spend too much on their advertising these days as it is one of the few things that they are unable to quantify the return on using it. Alright you may be able to draw more people in through an advertising campaign just carried out. But just how many of these were motivated to do so by your marketing or happened to stumble across your business? In fact it can prove difficult making sense of any marketing returns and unless you are assured that the technique you use will work then it is unwise to commit too much money to such a project.
So what is the solution? Are you able to advertise for free? To some extent the answer to this question is yes. Of course you don’t need to spend money advertising your business, but it does make things a lot easier when you do. For those who would like to be able to advertise their business without spending too much then it is important to have a good marketing strategy in place. You can use word of mouth marketing in which you get members of staff to sell your business to friends and family. But of course the problem with this is that these people may already be customers because they are being loyal to their friends. Another way to get your business in the public eye is through participating in events in your community wearing something with your company’s logo on it. But this is a real hit and miss strategy to use at the best of times. When you want to market yourself without spending too much then the best way would be probably to show your value to the community through offering deals especially for schools and offices allowing you to show your community spirit. Although it may end up costing you money it is will prove to be a very sound marketing strategy if it helps to create new business for your company.
When it comes to advertising it does require a small amount of common sense. Would a company sell more if it were to insult its customers? Of course they wouldn’t. Would they start to lose out because they are connected with something in people’s imaginations that they dislike? Yes they will. Will it prove hard to strike the right balance that will enable you to convince people to part with their money whilst assuring them that you aren’t out to make a quick buck? Certainly. The trickiest thing in all of this is that you are required to make decisions without knowing what the outcome will be.
There are many companies that thing the best way of marketing themselves is to launch themselves at their customers. They will look to put across their message that in simple terms would say that if they don’t buy this product then they are a complete idiot. They see their product as being the best and themselves as geniuses. Who would turn to another company? If they do then they must be idiots? Yet even the most arrogant marketers are a lot more subtle yet they can still be very aggressive when trying to sell their product. But will this tactic prove successful?
It has been seen that people today like companies who tell them just the facts and provide a sound case for why people should be choosing them. Yes you want people to be enthusiastic about you. However the problem is in trying to build yourself there is every likelihood that you will insult someone else and this certainly isn’t something that most people like.
When it comes to marketing your business without spending too much can prove quite difficult. So you should from the outset attempt to make sure that your advertising budget so as far as possible. When doing this there are many different angles to consider. When it comes to online marketing spending money is hard to avoid therefore you need to think of a way to make sure that what you spend is well justified in relation to the number of people who will being seeing your advertisement.
One sound move to make in this respect is to consider sponsoring a local sports team. But this will depend on how popular the team sport is. If they are being followed closely by people in their locality then there is every possibility that not only will attendances at the games being good, but coverage both in local and regional media and even further a field is also possible. Plus if the team is popular then this will benefit you through association with them as it helps to create a more positive view of your company with these people.
If you decide to invest money paying for equipment for the team or for something they need then why not arrange a presentation of this gift to create more publicity for you. For example if your business is a family orientated one such as a convenience store or garage then consider sponsoring your local little league team. At the games parents will be always be there to watch their child and it is well known that most advertising today is aimed at families, so of course these people are always likely to have some need for what it your company does.
When deciding on your offline marketing strategy it is crucial that you think about the best way that you can get your product or the name of your company in front of people without the need to spend too much, yet without making yourself look like Scrooge. It is also important that you do so without annoying people and without underselling the product. This is why the best advertising execs get paid what they do. When you describe their job above it is on a par with attempting to juggle chainsaws whilst walking across a tightrope and you have itching powder in your underwear.
Or is this the case? Many people are of the opinion that good advertising is all about just one word, simplicity. They feel a good but simple advertisement will draw lots of people in. If you are able to grab attention and put across the message that leaves them thinking that is all I needed to know and has made them interested in your company, then of course you think you are doing a good job. In fact this may be much simpler to do than you first thought. Of course first things first you need to get their attention and this can be done through the using of bold typeface or music that stirs something within them.
Only then will you be able to tell them what they need to know. Is it that simple? Today a great deal of money is being spent by marketing companies to discover ways to attract customers through the use of subliminal techniques. Surely they aren’t throwing money away if everything was this simple to grab their attention? Perhaps the main driving force for you operating in this way is that you are looking to differentiate your brand from others and this is where the marketing gurus seem to be of use.
Today marketing comes in for a great deal of criticism and much of the anger people feel is directed at the how unsubtle some of the advertising we see today is. Most of us as soon as an annoying advertisement appears on the TV have turned over or express some displeasure that it is on again. In fact when certain ads appear we tune these out and sometimes when we see it for the 20th time do we remain alert enough to remember just what the advertisement is for.
If your budget for marketing is limited then this is the kind of response you don’t want to be getting. So knowing who your customers are is essential when it comes to marketing. Most businesses are unable to claim that they are able to appeal to everyone. I mean do you have a product or service that is the kind of thing a 79 year old woman would find useful in much the same way as it would for an 18 year old boy? If it does then of course you have a sure fire winner and creating a marketing campaign for it shouldn’t prove at all difficult. However most products and services will appear to specific markets and it is to these customers you must be able to reach out to.
If say your product is perfect for young male professionals then advertising it on the radio during office hours won’t work. Instead you need to be advertising it during the afternoon period. However if yours will appeal to seniors then avoid advertising it during a live rock show. Remember you are trying to get your message across to the largest number of people so it provides real value for money.
Today there not many advertisements to be seen on TV that can be accused of being understated, when they are trying to push a certain product. The whole idea of such advertisements is to ensure that the service or product name is being placed directly in front of its potential customers eyes. Ideally it is best if you can do so without it resembling a market robot and have the brand name repeated endlessly, but his is much harder than you may think.
The main thing to remember is that you should avoid being too modest. Okay people do like a bit of modesty as it helps to create a buzz as people think that we aren’t telling them everything. Yet you will still find that people hate it when someone chooses to tell others loudly about their good qualities. In fact in marketing things tend not to work in this way and promoting your product by asking them to try it, saying it is quite good and it will help, and buying it is up to them or just asking them to buy it please is a sure way to see your marketing strategy fail.
What you have to do is show the people that your product is right for them, but you must do it without looking as if you are pressurizing them into making a purchase. Striking the right balance takes some thought. You need to explain why the product is useful to them and the ways in which it can make life easier for them. Giving it due prominence is another issue altogether and will be dependent on who you want to reach. So in order to identify these people you need to come up with an effective target strategy.