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Is your company’s slogan about your company,
or is it about a benefit that means something
to the consumer?
If your slogan and your marketing communications
claim that you are the best at something,
or that you are the biggest - you are
beating your chest. And, you are not
convincing consumers you will make their
life better, or easier, or special.
Some of the greatest successes I have
experienced in my career came from the
identification of a benefit that connected
with consumers, and the clear communication
of this benefit in marketing and advertising.
At eDiets we make a promise – Lose 10
lbs in 5 weeks, with Purolator Courier
we committed to make shipping easier
for the shipper, and for Coca-Cola we
said we’d be a part of ‘real’ fun times
with friends. All consumer focused benefits,
all extremely successful.
eDiets has become the planets largest
online diet and fitness company, Purolator
scored the highest ‘Ad Impact’ ever
measured by our research company, and
Coca-Cola increased sales and consumer
preference scores by double digits!
Here’s how to find this kind of success
for your brand.
Step 1 is to determine the benefit,
or benefits that mean the most to your
most important customers (the top 20%
of your customers likely deliver 80%
of your revenue).
Step 2 is to determine a way
to communicate these benefits that can
make an emotional connection with your
customers.
Step 3 is to test different media
to determine which one can most effectively,
and profitably, communicate this set
of benefits.
Good luck connecting with your customers!
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