By Elvire Gosnold, Director – Blabbermouth
We are bombarded daily with marketing messages and calls to action to do things and in some cases not do things. How many messages were fired at you just on your way to work this morning? The radio, bus advertising, posters, car stickers, carrier bags, the list is endless.
How do you make yourself and your company stand out from the noise? How do you get customers to choose you and not your competitor? How can you be unique?
A strong simple message is a good place to start, simplicity is key as not only you have limited time to shout your message but your target audience may not be product savvy and therefore can disengage quicker than you can say ‘cloud’.
Choosing your message is harder than it sounds as it needs to stand the test of time as you are going to invest in promoting and reinforcing the message. For example promoting your service as the best option for disaster recovery when it snows does not have a good shelf life, promoting your offering as the best disaster recovery option for adverse weather and periods of high call demand appeals for a longer period and to a wider audience.
Highlight why you are better and focus on those points with enthusiasm and with true examples. ‘A friendly service’ has been said a million times and is therefore ignored as a reason for client engagement. ‘A friendly service because of X Y and Z’ reinforces that your message is not just empty words.
And finally once you have established a message that your team buys into – shout it from the rooftops. Your message should be integrated into the fabric of your business and further reinforce image consistency which is vital for brand recognition and recall in a deafening environment of marketing messaging.