Posts Tagged ‘marketing messages’
Thursday, January 20th, 2011
One of the greatest challenges companies have today is capturing prospects’ attention. In a world where everyone is overwhelmed with information, only the most relevant messages get through.
For that reason, I advise my clients to get as much information as they can about prospects’ and customers’ priorities–and then develop marketing messages that address those priorities. Nevertheless, I left out one important tip.
Here’s the tip: look to your customer service department for help. Earlier this month, I learned this lesson by direct example.
Speak to prospects’ priorities
Tags: brand, content, customer service, marketing messages, priorities, relevant, tip, value
Posted in Marketing communications programs, Uncategorized, value propositions | 5 Comments »
Tuesday, February 23rd, 2010
Over the past six months, I’ve noticed heightened interest in market intelligence. To learn more, I interviewed marketing executives at several local companies to find out why–and summarized the results in The Secret to Success in a Down Economy: Market Intelligence published in today’s issue of MarketingProfs.
In this article, I discussed how one mid-sized company was using market intelligence to maintain its competitive edge and then asked readers if they had made similar marketing investment decisions. The article concluded with some questions to which I’d welcome your comments. They are:
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What role does market intelligence play in your company?
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Read the full post (193 words, 1 image, estimated 46 secs reading time)
Tags: competitive edge, down economy, market information, market intelligence, marketing executives, marketing investment, marketing messages, reach, target
Posted in market intelligence, Marketing strategy | 2 Comments »
Sunday, January 11th, 2009
The economy has slowed down but businesses—and individuals—are still buying. The difference is that they’ve tightened their belts. Most are spending less—and many are spending on different things, for different reasons. The question is—how do you get money from those who are deliberately trying to cut down?
Where there’s sales activity, there’s an unmet need
Our clients find that one of the best ways to find out where to concentrate their firepower is to follow the money. They do this by studying recent activity—their own, the competitions’, or those of the companies that are succeeding under current market conditions. Why? Because where there’s activity, there’s an unmet need.
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Follow the money: How to capitalize on opportunity in a tough economy
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Read the full post (810 words, 1 image, estimated 3:14 mins reading time)
Tags: competitive intelligence, justify investment, losses, market intelligence, market opportunity, market strategy, marketing messages, sales activity, target market, unmet need, value proposition, win/loss reporting win/loss, wins
Posted in Marketing strategy | No Comments »
Wednesday, September 24th, 2008
Here’s a response I received last week–after posting a complaint on the offending company’s online feedback form about a misleading product offer.
“Thank you for your e-mail regarding your account. It is always our aim to provide the highest level of customer satisfaction. We are always concerned to learn that any customer is unhappy with the service we provide.
All applications are processed by our Customer Recruitment Department, so you will need to contact them directly [at phone number] with your request.
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Integrated Marketing Campaigns – What happens when they’re not?
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Read the full post (991 words, 1 image, estimated 3:58 mins reading time)
Tags: branding, buyer experience, customer satisfaction, integrated marketing campaigns, marketing messages, marketing research, post-sales strategy, return on marketing investments, sales cycle
Posted in Buying process model | No Comments »
Thursday, August 21st, 2008
So you’ve got the attention of your prospective buyers. The good news is that they now know of the existence of your business. The bad news is that they know far less than you think they know about your company. That’s because most of us are so busy, that we only have the capacity to think about our most pressing concerns.
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Shorten the sales cycle: one marketing message at a time
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Read the full post (790 words, 1 image, estimated 3:10 mins reading time)
Tags: brand, buying process, case study, clinician marketing, drip campaign, email marketing, email newsletter, marketing messages, physician practice marketing, sales cycle
Posted in Buying process model, How to, Marketing communications programs, Marketing strategy | 1 Comment »
Friday, August 8th, 2008
Will prospective buyers turn to you when they’re ready to move forward?
Getting the sale depends on affirmatively answering all three of the following questions:
- Have they heard of your business?
- Do they know that you can address the problem?
- Will they remember you when it comes time to buy?
Brand awareness is not sufficient. Think back to your own experience.
Sure, you’ve lost sales because prospective buyers haven’t heard of your business. But, I’ll bet you’ve also lost business because prospective buyers just didn’t realize that you offered a particular product or service.
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Will prospective buyers turn to you when they’re ready to move forward?
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Read the full post (751 words, 1 image, estimated 3:00 mins reading time)
Tags: capturing attention, marketing messages, marketing research, messaging, raising awareness, sales cycle, target audience, trigger events, value proposition
Posted in Buying process model, How to, Marketing communications programs, Marketing strategy | No Comments »
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