Tags |
|
|
Links |
|
|
Other Added - You're Not A 'Blue Chip' Company, So Stop Copying Their Advertising & Marketing Strategy!
As a business asset, they don't sit well on the P&L statement. They aren't valuable like a piece of machinery, or an office block. There is no assignment of currency with which you can measure them. But living and breathing within the walls of your premises are the biggest asset you could think of - your people.Here's why...Your people are:- Your FaceThey are like a big advert on a bus or a hoarding. Whatever you want them to be - they are you, in whatever way they feel at the time. One slip an
Finally there's level 3 - that's you, me and practically every other business out there. Studies have indicated that most businesses (about 80%) are ‘small business' - 80% of businesses operating succ
A few months ago, arriving at a client’s office to begin a group meeting, I discovered that two women, who had committed to joining us, had changed their minds. I knew they were apprehensive, not sure what to expect from someone doing Neuro-linguistic Programming (NLP). I decided to talk with them and see if I could put them at ease. As I walked toward them, I noticed that they were both standing with their shoulders slumped forward, and they were leaning toward each other. As I approached, I slumped my shoulders, leaned forward slightly, and smile
These large blue chip companies spend literally billions ‘buying' your purchasing decision. GM spent over $3 billion just a few years back to make you hum "like a rock!" - And it worked. Brand marketing and institutional marketing works, but here's the catch: you have to have a fortune to pull it off successfully. If you spent $3 billion on making people aware of your company, do you think you'd have issues with sales?
It's a fact most advertising is almost all fluff, puffery and unbelievable platitudes and generalities: cheapest, greatest, professionalism, quality, speedy, best and so on. You hear overused phrases like "We're number one!" Oh yeah? These overworked phrases do nothing to impart anything unique about what you do and why your customer should patronize your business.
Why would anyone want to waste marketing dollars hardly saying anything to anyone? It's because the majority of us are following the wrong levels. We've been ‘trained' to follow level 1 and 2 type businesses, when we (for the most part) are level 3.
There are three major levels of businesses serving our needs. Level one is the largest and represents the government. It is without a doubt the largest influence in our country today and is capable of changing the hearts and minds of almost all of us. You might also include religion in the mix as a level 1 influencer; however religion usually gets less involved in commercial activities.
Level 2 businesses are the few thousand or so mega-corporations in the country. They are often large multinational chains and conglomerates and have billions to spend influencing your buying decision. These companies are the brand builders, the titans of their own industries - some of their products are household names with decades of history and acceptance to back them up.
Finally there's level 3 - that's you, me and practically every other business out there. Studies have indicated that most businesses (about 80%) are ‘small business' - 80% of businesses operating succe
There's been so many times when we've gotten ourselves in trouble, when we've lost lives, money and time, over the assumptions that we've made. It has come to a point when we'd say that "assume" is "ass-u-me". It makes an ass out of you and me.Assumptions are derived from experience, and from formal schooling. Both of these sources, unfortunately, are coloured by factors of culture and knowledge limitations.The culture we grow up in influences what we experience (the general Singaporean realises early in his life that it's best not to
It's a fact most advertising is almost all fluff, puffery and unbelievable platitudes and generalities: cheapest, greatest, professionalism, quality, speedy, best and so on. You hear overused phrases like "We're number one!" Oh yeah? These overworked phrases do nothing to impart anything unique about what you do and why your customer should patronize your business.
Why would anyone want to waste marketing dollars hardly saying anything to anyone? It's because the majority of us are following the wrong levels. We've been ‘trained' to follow level 1 and 2 type businesses, when we (for the most part) are level 3.
There are three major levels of businesses serving our needs. Level one is the largest and represents the government. It is without a doubt the largest influence in our country today and is capable of changing the hearts and minds of almost all of us. You might also include religion in the mix as a level 1 influencer; however religion usually gets less involved in commercial activities.
Level 2 businesses are the few thousand or so mega-corporations in the country. They are often large multinational chains and conglomerates and have billions to spend influencing your buying decision. These companies are the brand builders, the titans of their own industries - some of their products are household names with decades of history and acceptance to back them up.
Finally there's level 3 - that's you, me and practically every other business out there. Studies have indicated that most businesses (about 80%) are ‘small business' - 80% of businesses operating succ
People generally have a difficult time tooting their own horns. Normally, modesty is a commendable trait; but on a job search it could be deadly. And that is where letters of recommendation can help. Why brag about how great you are when you can get someone else to do it for you? Letters of recommendation are basically testimonials from satisfied "customers." And they can be a lot more believable than resumes since they come from objective third parties.Here are 4 surefire tips to creating powerful and conv
Why would anyone want to waste marketing dollars hardly saying anything to anyone? It's because the majority of us are following the wrong levels. We've been ‘trained' to follow level 1 and 2 type businesses, when we (for the most part) are level 3.
There are three major levels of businesses serving our needs. Level one is the largest and represents the government. It is without a doubt the largest influence in our country today and is capable of changing the hearts and minds of almost all of us. You might also include religion in the mix as a level 1 influencer; however religion usually gets less involved in commercial activities.
Level 2 businesses are the few thousand or so mega-corporations in the country. They are often large multinational chains and conglomerates and have billions to spend influencing your buying decision. These companies are the brand builders, the titans of their own industries - some of their products are household names with decades of history and acceptance to back them up.
Finally there's level 3 - that's you, me and practically every other business out there. Studies have indicated that most businesses (about 80%) are ‘small business' - 80% of businesses operating succ
Every small business will eventually feel the heat and find the need for expansion. The time will come when the small plans that worked when first starting the business may no longer be sufficient.Understanding What to ExpandThe buzzword ‘business expansion’ may be catchy to outsiders but as a business owner you need to understand precisely what to expand in order that the scarce resources that you do have are optimized.1. You feel increasing personnel helps increase production to meet growing demand.2. Maximized labor c
Level 2 businesses are the few thousand or so mega-corporations in the country. They are often large multinational chains and conglomerates and have billions to spend influencing your buying decision. These companies are the brand builders, the titans of their own industries - some of their products are household names with decades of history and acceptance to back them up.
Finally there's level 3 - that's you, me and practically every other business out there. Studies have indicated that most businesses (about 80%) are ‘small business' - 80% of businesses operating succ
The United States of America is the best country in the world as far as health care is concerned. Public and private health care is extremely advanced and no other system in the world can actually touch it in terms of innovation, effectiveness and general care. It is no wonder then that medical professionals get paid more here than elsewhere. However, that is not to say that there are no temporary nursing jobs available.The demand for nursing is extremely high and there are never enough nurses to fulfil the demand. The immigration service ha
Finally there's level 3 - that's you, me and practically every other business out there. Studies have indicated that most businesses (about 80%) are ‘small business' - 80% of businesses operating successfully today are ‘level 3' businesses.
Level 3 businesses cannot rely on broad-based repetition-oriented advertising that builds brand awareness. It's not that Level 3 businesses can't or shouldn't build brand awareness. And it's not that they can't spend a lot of money on advertising. They just can't do it nationally on TV at $50,000 to $500,000 per 30-second spot. Level 3 businesses need to be more focused with their marketing in order to create successful action-oriented advertising.
You see, the problem we have is we're exposed to level 2 advertising in our daily lives and because we see it ‘everywhere' many people assume that's how it's done. Regrettably that is a dangerous assumption, and is often accompanied by a false sense of marketing know-how... "I've been immersed in this stuff my whole life, I must know something about it."
This line of reasoning is fine if you work for a level 2 company, but it's business suicide if you're a level 3 company and you copy a level 2 strategy. You simply don't have the tenure, the history, the money, the resources and the staying power. Level 2 advertising is not about getting people to take action, it's about the brand.
Getting people to take action is critical for ALL level 3 businesses. It's what keeps you operating. It's about getting the prospect to move past that confidence gap and buy from you - to realize that your product or service is the perfect solution to their problem.
What all level 3 businesses must do is develop their marketing messages more directly. Target them where their prospects will see them. The messages must compel the prospect to do something - call in, visit the shop, check out the website, mail in a card, but do something. Move that prospect ever closer to saying "yes".
Remember, level 2 is about building a feeling that is attached to a product or service, level 3
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.otheradded.com/article/25383/otheradded-Youre-Not-A-Blue-Chip-Company-So-Stop-Copying-Their-Advertising--Marketing-Strategy.html">You're Not A 'Blue Chip' Company, So Stop Copying Their Advertising & Marketing Strategy!</a>
BB link (for phorums):
[url=http://www.otheradded.com/article/25383/otheradded-Youre-Not-A-Blue-Chip-Company-So-Stop-Copying-Their-Advertising--Marketing-Strategy.html]You're Not A 'Blue Chip' Company, So Stop Copying Their Advertising & Marketing Strategy![/url]
Related Articles:
The Ten Principles of Highly Ethical Network Marketers
Bookmark it:
|