Last week we examined the role Image plays in the development of a firm’s marketing strategies and we revealed the first three strategic practices strategist, Dr. Meggin McIntosh recommends in the development of an effective marketing campaign which were: (a) define your market, (b) discover what motivates your audience, and (c) determine the message being transmitted. This week, we will take a closer look at the remaining three strategic practices Dr. McIntosh suggests that will yield the best results.
In previous posts, we covered a few different tactics companies use to develop their image in order to nurture an organizational culture that brings value to consumers. In his book, Brand Real: How Smart Companies Live their Brand Promise and Inspire Fierce Consumer Loyalty, strategist Lawrence Vincent (2012) suggests that in order to achieve the most effective results that will also help shape a positive attitude, marketing managers should address the following questions:
- How indispensable is the brand to customers?
- What is the rate of employee turnover?
- What does the brand do that is better than any competitor and why is it significant?
- How easy is it for competitors to replicate the brand experience?
- How easy is it for customers to do business with the brand?
- If the brand disappeared tomorrow would anyone care?
By addressing these topics, strategists are in a better position to help create an experience that will shape a positive feeling or attitude from consumers to build their trust and confidence (Vincent, 2012). The Starbucks Corporation provides a good example of how a company’s attitude can influence their value. Prior to Starbucks’ genesis, people were used to paying under a dollar for coffee and expected free refills. Starbucks marketing strategists created an atmosphere that made people excited about paying more for coffee because of the feeling or experience the brand created. In other words, they built the success of their company on an attitude that communicated it was cool and hip to pay extra money for coffee to have a social front porch experience in an environment that allows internet access. This brilliant strategic move was the key that turned the Starbucks company into a mega empire. In other words, marketing teams that understand the distinction between attitude and value are more likely to experience long term success.
In her webinar, Marketing What Matters, the fourth strategic practice Dr. Meggin McIntosh (2015) suggests is that managers delineate the most effective methods to reach their audience. This means that the strategists must determine the most efficient means to transmit their messages, and figure out the best way to engage and stimulate positive emotions in audience members, so that they will respond favorably and take action. This may include any/and all of the following methods: (a) face to face interaction including live events, networking opportunities, getting referrals, as well as reaching out to telephone potential and previous consumers; (b) direct mail strategies including postcards, flyers, surveys, letters, thank you notes and brochures; (c) digital/electronic communication via email, website specials, blogs, social media outlets; (d) written documentation like articles, special reports, blog posts, press releases, eBooks to promote the brand; (e) verbal communication via voicemail, answering services, talking to clients, seminars, webinars, voice over content, and interviews; and (f) other forms of communication including signs on vehicles, business cards, billboards, flyers, and brochures. In conclusion, strategists will yield the best results from their marketing campaigns by communicating to audience members in a way that is consistent with the brand’s message and by keeping their promises.
That’s wraps up our discussion for today. On Wednesday we will look more closely at Dr. McIntosh’s fifth strategic practice which reveals how marketers build momentum in their campaigns. Until then … stay organized!
“The first step toward success is taken when you refuse to be a captive of the environment in which you first find yourself.” – Mark Caine
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Vincent, L. (2012). Brand real: How smart companies live their brand promise and inspire fierce customer loyalty. New York, NY: AMACOM.
Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.