June 60-Second Impact

June 2013

Estimated Reading Time: 60 Seconds

60-Second Articles:
1. Does Allocating More Dollars Into Digital Marketing Make Sense?

2. Mind Games: Winning A Position In Your Customers’ Minds

3. The 60-Second Close: Be The Leader In Your Category

1. Does Allocating More Dollars Into Digital Marketing Make Sense?

• Lately, companies have been shifting more of their advertising budgets – at least 25 percent – from traditional marketing toward digital/online efforts. While it may seem smart to shift dollars online to where people are spending more time, it raises questions that can dramatically affect your profit structure.

• Being online where people are doesn’t mean they’re in the active purchasing mode; the response to most online advertising is extremely minimal. When it comes to your digital marketing efforts, how realistic should you be about the return on your investment?

• Questions to consider: Which platform best reaches your potential customers? Will you use the platforms as a medium for customer service and retention, sales, or special events and news? Can your messaging influence a purchase?

• The digital landscape covers a lot of platforms that may or may not suit your needs; how do you find out what’s best for your business? Ask your customers how many brands they follow on Facebook and Twitter and what their expectations are of being a fan/follower. Understanding the social media habits of your customers could reveal the key to effective allocation of your digital dollars.

2. Mind Games: Winning A Position In Your Customers’ Minds

• Positioning a message in the consumer’s mind – one that will stand out in an already overcrowded memory bank – is one of the most critical strategies for your company’s long-term success.

• If your positioning is based on having the lowest price, you’ll find yourself in cluttered territory – easily forgettable and lacking customer loyalty.

• Consumers only remember certain things about products, services or companies and what they most easily remember is based on categories and owning certain qualities within a category. Who was first to do it? Who is the leader? Who offers what no one else provides?

• Develop the exclusive claim or position you would like to own in the memory banks of your customers. Once you’ve chosen that position, your sales-building marketing plan becomes much easier to implement at every level of your business.

3. The 60-Second Close: Be The Leader In Your Category

• The most important decision you have is how to allocate your marketing budget to get the biggest return. For some, the mix may include traditional and digital advertising. For others, the dollars will be put toward customer service and providing a memorable purchasing experience.

• The biggest mistake you can make is doing what others do. Just because they’re doing it doesn’t mean it’s right for your business. We critically analyze what’s going to work and be profitable for you.

• We ask questions, we test and we plan. We allocate dollars based on what’s best for reaching your target market and developing customer loyalty. If you like this manner of thinking and want to become the leader in your category, give us a call. Even if it’s just for a second opinion! We can get you there … faster than ever.