Realizing that you will have an economically practical multimedia platform that evens the marketing playing field, you must consider what direction to go carefully. If you merely transfer your traditional print advertising and direct marketing mailings to the web, you will in back of be still left. Marketing is focused on creating a brand personality that pertains to an interested audience of either business-to-consumer or business-to-business prospects.
Prospects-search-out brands that help them construct and maintain their own self-image or at least an image that they aspire to, an image that they are comfortable communicating to others. The purchase, for example, of a Macintosh computer says as much about who bought it, as it can about that person’s processing requirements. Ouwersloot & Tudorica, ‘Brand Personality Propositions’.
Accepting the need to build a brand personality that legitimate prospects can relate to, might perfectly mean rethinking exactly who you are as a company and precisely what you are providing on both a mental, socio-cultural, and emotional level. And if you think this only applies to consumer-product companies, you are mistaken.
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Every company from industrial widget suppliers to packed goods manufacturers must specify their personality in terms of the emotive benefits they offer. One of the most difficult things for small companies to accept is that sales will be the result of building an appropriate marketing construction. Once you notice that the real reason for marketing is to create a relationship with your audience based on a psychological connection in the form of a brand name personality, you are prepared for the next phase: defining your marketing goals.
Successful marketing campaigns rely on strategies and techniques that grow out of defining eight important marketing goals. Awareness: objective one is to make your market audience aware of your existence, but name identification alone won’t bring in the purchases. Attention: objective two is to pull attention to your organization, product, or service. Your market audience may be familiar with your existence however, not understand or care what you do or why they should be interested.
You want to do something to get their attention before they’ll listen to what you have to state. Comprehension: objective three is to clarify to your market audience what it is you are offering them. Telling people you sell the best widget and provide the best service is meaningless – your audience must understand how their personal or professional lives are going to be improved functionally, emotionally, and socially. Most cars will get you were you want to go (functional advantage), but a Mercedes gets you there in style (emotional advantage) and shows to the world that you will be a success (social benefit). When was the last time you saw a real estate agent to drive around in a jalopy?