Over the good times it's easy to put on a few pounds, and our businesses are no different. But it can be hard to tell fat from muscle and know what activity is waste and what is vital.
In these times, where every marketing cent must earn its keep, how can you significantly reduce your communications spend while improving performance?
In simple terms, we can view the conversation between your business and your customers as:
Talking. These are your owned messages, everything you say including advertising, online, sponsorships and packaging.
Listening. How much of your talking is heard. Most of us are pretty good at shutting out "interruption" messages and there is a generation coming who have never watched live commercial TV!
Buying. How many of those that listened, were actually compelled to buy?
Referring. How many of those that bought made an effort to endorse your products personally or online? These are the precious "earned" messages that are so important in the decision making process.
Imagine focussing your energy on the top 30% of your market. By understanding these customers better and taking a leadership position on issues they are passionate about, you can get them to listen more, buy more and refer more often.
No comments:
Post a Comment