You know what you are selling. You know to whom
you are selling it. And you know where you are selling
it. But there are two important questions left:
1. What are you going to say to convince customers to buy?
2. How are you going to get that "message" to them?
1. What are you going to say to convince customers to buy?
You'll recognize the message/themes of national companies as "The
Heart Beat of America", "Quality is Job One", "We're Second, We
Try Harder", "Stowe- The Ski Capitol of The East". Your theme
message may emphasize market position, primary attribute, your
service philosophy, or other factors that you believe will attract
your customers.
You can also create separate messages, used in addition to your
slogan, to achieve a certain objective or create a specific promotion.
Examples of specific objectives you may want to create messages
for are:
1. Introduction (of your business or product)
These messages generally tell your market that you exist, where
you are, and what your products are - facts and figures.
2. Awareness
These messages build on Introduction with facts and figures
that are more product specific. Benefits of your products will
be introduced.
3. Conviction
These messages present the benefits that you offer to your customer
and compare your product favorably to your competitors.
4. Desire
These messages attempt to create a demand for your market to
purchase often using peer or societal pressure messages to create
the need for your product.
5. Action These messages are designed to get your market
to buy. These are frequently special promotions offering discounts
or value added specials.
2. How are you going to get that message to your consumers?
There are a variety of ways:
- Write a press release
- Create and distribute flyers/brochures brochure
page
- Pass out business cards, always!
- Attend networking events networking
page
- Conduct a special promotion
- Advertise
- Send direct mail
- Call prospects
- Follow-up with past customers
- Partner with other businesses who target the same customers
You can use any one of these or all of them. Obviously, some
businesses will more appropriately use one element more than
another will. For example, insurance uses personal sales as
a primary message carrier but uses the other three as well.
A retail shop will rely on advertising (sign, radio, local papers,
etc.) but should also use public relations and special promotions.
To brainstorm what ideas may work best for your business, talk
to your MBDP business counselor!
