2009 by admin.

With the economy in a mess, the human response to marketing messages has changed. The last thing anyone wants to hear about, and therefore will be less likely to respond to, are messages that are fear based (‘Don’t miss out!’ ‘Last chance!’). Consumers are now more likely to respond to messages of reliability, safety, and stability.

How can you market better in a tight economy?

To consumers: Target how your service or product will protect or increase the value of what a a person has or how it will increase their or their family’s comfort or safety. Includ einfo about how satisfied others in the community are with you, your service and your guarantee.

To businesses: Target how your product or service will help them do more with less. Unbundle products and services and price separately to show you are transparent and trustworthy.

- Amy Biemiller

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2008 by admin.

Just how well are you communicating with your employees and customers? Not as clearly as you should, if you have no agreement on message.

Here’s a test: look at the communications coming out of the different departments in your company. Really look at the materials and read the message. Look at e-mail signatures, department intranet landing pages, the corporate website home page, the newsletter, your print ads, your sales kits? If the sales department communicates about value-added service, HR communicates about a caring environment, and marketing communicates about pricing, you have multiple messages and little clarity.

Pick a message, any message. Agree on it. Use that message in all your communications. You’ll achieve clarity, and a solid brand standard.

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