Let's say your organization paid a graphic designer and now you've a good-looking logo and some company colours for your letterhead, stationery, and other promotional materials. Don't chuckle, but many firms believe this to be, "doing their marketing." They erroneously think that developing a brand - even one as feeble as the one I've provided here - is marketing. They really don't understand, which explains why they get such awful results from their supposed, "marketing."
The true definition of marketing is the art of getting people attracted to you or your business. What does that mean? It earns a profit. If your marketing is not making you money, then it isn't marketing.
If you run an advertisement with your name and picture and you aren't getting a call, then the ad isn't good. It's that basic. Trust me, I know that awful feeling when you've put so much money into an ad and it accomplishes nothing. Your gut response may be to say, "Advertising won't work!" But what any flourishing company knows - from Coca Cola to your local barber - is that anything you do needs to be part of an overall theme and that there are three elements that must work together before any marketing effort has a prayer of generating profit.
I have already already touched on the primary component, branding. Starbucks and Dunkin ' Donuts both sell coffee, but they do not brand themselves the same way. Starbucks set out to be something different than your classic donut-and-coffee-shop by adding in the parts of atmosphere, music, free Internet, a variety of fine coffees and a marked dedication to quality. You should notice something essential here - a brand is far more than a logo. It has to be married with the entire image that you wish to evoke in the mind of your target market.
That's why, as a business, you want to distinguish yourself from all the other businesses that do what you do. You need a brand and a message that appeals to a certain demographic of people. If you're a coffee bar like Starbucks then your niche is mobile business executives. If you're a real estate agent, then your real estate branding should connect with a market niche like first-time-buyers, waterfront home sales, or city condos for relocating execs and so on. That is what you want to be renowned for. When you connect the memory to the visualization of your business then you've got your brand.
The second piece is something that way too many marketing consultants do not do - follow-up! This is the single largest response-percentage-booster that can be done. It can be as straight forward as picking up the phone, calling your client and asking, "What did you think about that information I sent you? Was there anything I missed?"
Just like that, you have made a stunning impression. Not only have you sent them well-timed and informative info, you're following up to find out how you can do better. You have improved your reputation with this client. Now, imagine doing that with all of your clients. If you conscientiously follow-up with your customers, you will be rewarded by the result.
Finally, your advertising must be unique. Your local paper is packed with companies advertising themselves. Every one looks like they are in a tiny jail cell - same-size, picture, phone number and an uninteresting slogan that's all about them. Who cares? Your advertising needs to stand-out and be personal. It needs to provide something valuable to the prospects that need what you've got. Your advertisement should demonstrate you are the expert, not just because you say so, but because you can prove it by providing info and expertise. Remember it is important to always answer the question forefront in your client's mind, "what's in it for me?"
When you incorporate the above systems, then and only then are you engaged in marketing your company.
The true definition of marketing is the art of getting people attracted to you or your business. What does that mean? It earns a profit. If your marketing is not making you money, then it isn't marketing.
If you run an advertisement with your name and picture and you aren't getting a call, then the ad isn't good. It's that basic. Trust me, I know that awful feeling when you've put so much money into an ad and it accomplishes nothing. Your gut response may be to say, "Advertising won't work!" But what any flourishing company knows - from Coca Cola to your local barber - is that anything you do needs to be part of an overall theme and that there are three elements that must work together before any marketing effort has a prayer of generating profit.
I have already already touched on the primary component, branding. Starbucks and Dunkin ' Donuts both sell coffee, but they do not brand themselves the same way. Starbucks set out to be something different than your classic donut-and-coffee-shop by adding in the parts of atmosphere, music, free Internet, a variety of fine coffees and a marked dedication to quality. You should notice something essential here - a brand is far more than a logo. It has to be married with the entire image that you wish to evoke in the mind of your target market.
That's why, as a business, you want to distinguish yourself from all the other businesses that do what you do. You need a brand and a message that appeals to a certain demographic of people. If you're a coffee bar like Starbucks then your niche is mobile business executives. If you're a real estate agent, then your real estate branding should connect with a market niche like first-time-buyers, waterfront home sales, or city condos for relocating execs and so on. That is what you want to be renowned for. When you connect the memory to the visualization of your business then you've got your brand.
The second piece is something that way too many marketing consultants do not do - follow-up! This is the single largest response-percentage-booster that can be done. It can be as straight forward as picking up the phone, calling your client and asking, "What did you think about that information I sent you? Was there anything I missed?"
Just like that, you have made a stunning impression. Not only have you sent them well-timed and informative info, you're following up to find out how you can do better. You have improved your reputation with this client. Now, imagine doing that with all of your clients. If you conscientiously follow-up with your customers, you will be rewarded by the result.
Finally, your advertising must be unique. Your local paper is packed with companies advertising themselves. Every one looks like they are in a tiny jail cell - same-size, picture, phone number and an uninteresting slogan that's all about them. Who cares? Your advertising needs to stand-out and be personal. It needs to provide something valuable to the prospects that need what you've got. Your advertisement should demonstrate you are the expert, not just because you say so, but because you can prove it by providing info and expertise. Remember it is important to always answer the question forefront in your client's mind, "what's in it for me?"
When you incorporate the above systems, then and only then are you engaged in marketing your company.
About the Author:
The founding partner of The Lones Group, Denise Lones brings over twenty years of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding for real estate agents and real estate coaching , Denise is nationally recognized as the go-to for all things "real estate."
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