Most companies don’t have the luxury of offering proprietary products or services. For those looking to break into or grow within a competitive arena, aggressive communications are critical to good market penetration.
Well-targeted, concise, consistent and frequent outreach can go a long way toward driving your message. You cannot afford to dabble in it. Success requires a balanced and harmonious mix of promotions, industry relations and salesmanship.
And a sense of urgency that never wanes.
Remember, your competition will always try to be more aggressive than you are. So, instead of just looking to create a “buzz,” you should be controlling the dialogue. You can drive the market. Or you can let the market drive you.
And don’t let yourself become victimized by what temporary success can often bring:
(It’s tantamount to giving aid and comfort to the enemy.)
Yes, emulating your competition projects a sense that you belong. But, ultimately, your offering will only succeed if you can effectively distinguish it from the other guys. And keep doing so.
Finally, bringing a product to market is no less important than its development. Therefore, it should be woven into the initial budget. The cost of communications should never be viewed solely as an expense. It’s an investment. And, if executed well, one that can certainly gain interest.
Whether you succeed or not, at the end of the day, you have to be able to step back and say to yourself, “I took my best shot.”
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.
Price, style, features and convenience will always be important factors to closing a sale. However, there’s a lot more to promoting your business than what your goods or services mean to your direct consumers. In fact, your audience is likely much broader than you realize.
Those who can harness the benefits of new technology without losing sight of the basics, like branding, creativity and targeted outreach, will be poised for greater success than those who find contentment with what they consider, “Good enough.”
Isolating yourself in a bubble of self-adulation might make you feel good. But, it doesn’t get you anywhere and, worse yet, it prevents you from uncovering opportunities to distinguish your business from the competition.
Don’t claim to be what you’re not. Embrace what you are, what makes you great and why that should be important to your audience.
Sure, “all about you” is important. And you may be the one of best there is. But, when you promote your business, you’ll be better served if you save the best (you) for last.
Yes, watching the ads is great fun. Especially to us in the biz. And some of them do set new creative trends. But, what’s the real purpose? Is it to outdo the others? To get the industry awards? The most post-game buzz?
Consistency, frequency and, of course, clarity are each critical to having your value statement penetrate the marketplace and gain traction. And, without traction, you cannot build momentum.