Marketing has three controls. We help you master them.
Share of Voice (SoV): What percentage of all advertising done in your business category in your market is yours? How much do you dip into your pocket and spend in comparison to your competition?
Is your problem that people don’t know about you?
We’ll optimize your share of voice. We’ll relentlessly reach as many people as we can afford to reach with sufficient repetition so that people think of you and like you when a need for your product or service arises.
Impact Quotient (IQ): How memorable, persuasive and sticky are your ads compared to those of your competitors? Notice, I didn’t ask how creative, funny and professional your ads were? We’re not trying to win awards. We’re trying to grow your business.
Is your problem that people think they know about you, but they really don’t?
We’ll dial up your impact quotient. You’ll be hiring savage, savvy strategists and ad writers to help you find and address the felt needs of consumers in your market. Answer questions that they’re asking.
Personal Experience Factor (PEF): How well do you delight and dazzle your customers compare to your competitors? Are you employees rockstars? Is your parking lot spotless? Do you use social media as a tool to listen, reward and engage your customers? Have you raised the anticipated price of doing business with you by building value into everything that comes into contact with your customers?
Is your problem that people do know about you?
Uh oh.
Remember, advertising only accelerates the inevitable. A good advertising campaign will put a bad business out of business faster. Oftentimes, the best thing a struggling company can do with its ad budget is put it into sales training and soap.
We’ll amp up the world of customer delight. We’ll suggest systems, policies and procedures to engage customers and customers to be.
And we often start with your company’s most important customers – your employees.
If you feel some or all of your marketing budget is being wasted, take a close look at these three controls.
If you need a second opinion, I might know some people who can help.