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Marketing Matters

Each week on Friday, the Beat will publish this marketing informational newsletter by Sabrina Pack of SkyWest Media and Silver City Radio.

marketing matters header for 11 2 18 about market segmentationAre you a retailer? Being able to capitalize on the “hype” of Black Friday (weekend) and Cyber Monday can be of huge importance to your business. What is incredibly interesting is how the mindset of the consumer has evolved over recent years and how the consumer has been pushed to engage in purchasing during this time period.

This means consumers have been “primed” to spend, spend, and spend. Now how do you get the “ready, able, and excited consumer” to spend with you?

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Aligning your marketing strategy to your consumer is very important for success! Each week in the Marketing Matters section, the customer is highlighted as one of the MOST important stakeholders in your organization.

Understanding your customers is critical for developing marketing strategies that will successfully sustain and grow the business. Consider the importance of market segmentation, which is more than just gender or basic demographic segmentation. Just think about your company and how many different kinds of people you serve. Before 1960, Coca-Cola produced only one beverage aimed at the entire soft drink market. Today, Coca-Cola offers dozens of different formulas to satisfy a diverse community of consumers. Did you know that there are “Bases for Segmenting Consumer Markets?”

header marketing matters 9 14 18Where do you start with social media marketing? Then, what should be your social media objectives? Yes, the time is now for social media. Small businesses try to “play” in the social media world, but often do not know how to use social media as the outstanding tool that it can represent. What are the steps and what should be your objectives? … and, “no, you don’t have to use all the social media platforms to utilize the power of social media successfully.”

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If you watch t.v., listen to the radio, read the papers, you may have noticed the many different marketing strategies to try to convince you of something. There is a wide array of strategies in “play,” especially during political season. Many of the political marketing strategies have foundations in regular product and services marketing and also marketers learn from political advertising and apply the successful concepts to everyday marketing matters.

There is a primary question you need to ask what is your marketing/advertising objective as that will become your voice. Then you need to stay true to that voice through your campaign. There are a variety of approaches to meeting this objective such as ads that raise awareness, create attention, arouse interest, stimulate desire, “pull on heart strings,” … Whatever the objective, the goal is to call to action—go out and vote / buy the product or service using one of these approaches.

Decide on what will be included in the approach, such as:

  • Advocacy advertising – where you express your views on controversial issues or whether you respond to attack ads
  • Comparative advertising-where you compare two or more specifically named product/people and focus on one or two attributes/focuses to promote
  • Competitive advertising-where you influence demand for a specific persons/product
    Remember the AIDA marketing concept—you have to accomplish all of these to achieve the action—vote/buy. This applies to political advertising, just as it does product/services advertising:
  • A=Attention: If you want to stand out, create attention—find something that makes you stand out from the clutter for the RIGHT reasons and hold that voice consistently, over and over and over, across every aspect of your marketing platform (print, broadcast, social).
  • I=Interest: Educate the market as to why they should be interested in the person or product. Each person and product is different, each political race is different, but focus on how to create an interest in your race or product over others…pull on “heart strings”, stimulate desire, be a solution not part of a bigger problem, help to define why it is important right now, right here!
  • D=Desire: Structure your messages to create desire for change or to satisfy a need or want. Create passion, show passion, show quality of character or product/service. Define yourself as you would want others to define you and if you are really good at this, your actions will be your voice and define you without having to say you are the best. This is accomplished through educating, informing, generating awareness of issues or products/services. If you probably match these to the consumer (voter), then you will prosper desire.
  • A=Action: Create your message to ask for the vote, go to the store, create urgency…If you have been successful at the first three concepts of AIDA, then action will happen when you inform the potential voter or consumer that the time to act is now…voting day….sale day… customer appreciation day… etc.
  • Comment on negative ads: There is a lot of controversy in the marketing community over negative advertising and whether it is effective at bringing awareness to a race and supporting a particular candidate or whether it can “back-fire” and actually hurt the candidate that it supposed to be helping. Personally, I feel positive advertising is more effective and there is a way not to be negative and still be able to create awareness of differing, controversial views. My vote is to have a strong, true voice, and share what you have to offer in a positive way. If you are needing political marketing, visit us at SkyWest Media.

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marketing matters header 8 24 18As a marketer or manager/owner of a business, how you help assist your customers or potential customers engage with your brand is paramount to success. You have the ability to influence brand engagement and shift consumer behavior in your favor. With more than 2 billion consumers shopping regularly online, the exponential growth of connectivity of consumers through third-screen devices such as smartphones and tablets, represents how consumers are in the “Participation Age.” Research shows that consumers, who are drawn to regular engagement with a company’s website or other social media platforms used by the company, have a significant increase in purchases from that company.

Since engagement correlates with purchases, then how do you create consumer engagement online for your brand? Create engagement and influence purchase through:
keyboard clip art• Place digital ad with a coupon or discount / Ad offers some kind of interactive content / Ad has a link to more information
• Opportunity for consumer to post something about the brand (such as a review after the purchase, photos of how a project turned out, post advice, post a remark/photo that can be shared). With the changes in Facebook, it is ever more important to post content that gets shared and generates longer comments. Especially focus on shared content that then generates comments. The new algorithms will give your content better exposure if there is more engagement, longer engagement.
• Offer contests where the consumer has to logon to be entered or to comment on something in a longer narrative form that simply a “thumbs up” or “like.”

Brand engagement can also be encouraged through loyalty cards / punch cards. Customer loyalty is so critical to success. In business there is a general rule known as the 80/20 rule. This means that 80% of your revenue comes from 20% of your customers. Award your most loyal customers with loyalty cards and you will encourage them to be engaged even more in your brand, post positive reviews, spread the word about your business, take their friends and family to your business. The small discount you give your most loyal customers will be repaid many times over as they will participate in your business even more!

Read next week for more insights by Sabrina Pack-Professional Marketing Consultant. If you have a topic you would like to know more about. Contact me and I will consider it for a topic discussion.

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marketing matters header for 8 17 18 social media best practices tip 3 and 4Social media channels each have unique qualities about them and afford businesses with opportunities to effectively implement marketing initiatives. However, each of these channels have certain proven “best practices.” Below our some “best practice” methods, accepted industry-wide and proven successful. These tips can be applied to business in general, but are also written here to illustrate event social medial marketing.

Last week Tip #1 and Tip #2. This week Tip #3 and Tip#4.

marketing matters header for 8 10 18 social media best practices tip 1 and 2

Social media channels each have unique qualities about them and afford businesses with opportunities to effectively implement marketing initiatives. However, each of these channels have certain proven “best practices.” Below our some “best practice” methods, accepted industry-wide and proven successful. These tips can be applied to business in general, but are also written here to illustrate event social medial marketing.

Some initial important foundation concepts to social media success:

marketing matters heading for 8 3 18Aligning your marketing strategy to your consumer is very important for success! You cannot be all things to all consumers. For example, you can’t necessarily be the best restaurant that serves Chinese, Mexican, American, and Japanese cuisine all in one place. Unfortunately, especially true in smaller markets, small businesses feel they have to be all things, but remember a more successful strategy is to focus on what you do best or a few specific things you do best (your core competencies) and build your business upon that!