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SECRETS of PROMOTION
Transcript
USPssssssss
SECRETS of PROMOTION
Monday, August 24, 2015
£FOC
Creative by nature - results by design
Plan for worst case scenario
Producing the right promotional material is simple - its just not easy
Imagine all your potential
customers are:
• Stupid
• Lazy
• Too Busy
• Greedy
• Perception
• Material to reflect level of service
• 10% Smarter / Dumber
Because they are:
• Stupid - Make it simple
• Lazy - You do the hard work
• Too Busy - Keep it short
• Greedy - Benefits
If your marketing material is still not working, it will be because:
• The PRODUCT or
SERVICE isn't wanted
• The PRICE is wrong
• Wrong MEDIUM or
TARGET
• Wrong MESSAGE or
badly DESIGNED
Top
trumps
...and the winner is
Meeting expectations of potential customers
Message
• Exhibition - Seconds
• Endorsements - Referrals
Chicken Farmer
vs
Qualified Pilot
Testing the Market?
Professional Photographs
• Brylcream
• White Socks/Merthyr Tydfil
• Wall Coatings
• Manweb - Don’t jump in with both feet
• Bad picture worse than no picture
• Car Ads - Estate Agents Ads
Ebay
What makes your business different
Quality - Service - Price - Nice People
Unique Product
• USP - Lynx
• 2 Window Blinds Companies
No need to Re-Invent the Wheel
Competition
Worked before
Critique Experts
Brainstorming
Continental Tyres
•
Budget - Investment
Cut price options can cost more!
Poor athlete
Motorcycle Holidays
Scissors
Experts should be Involved at the earliest stage possible
Fear is the price we pay for not knowing what the hell is going on...
…be certain what it is you do!
Timed, Sustained Campaign
The power of ONE word
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