Imagination Technology

Think of Marketing as a Tool

Instead of viewing marketing as a chore that simply must be done, think of it as the best tool in your toolbox. If there's a particular type of client or type of work that you prefer, use your marketing to seek out and find those clients you like to work with best. This gives you the chance to actively choose your clients, rather than waiting for them to choose you.

Identity and Branding. What do You Want Customers to Remember About Your Business?

Your business identity is whatever your customer can remember about your business. So what builds your business identity in your customer's mind? It's your primary marketing message which might come in the form of your business card, your logo, your tagline, or your skillfully delivered 30 second elevator speech to the perfect customer at the perfect time.

What elements go into a memorable company identity? Your identity needs to be clear and not confusing in any way. That means it should be obvious. Use plain, simple language to communicate who you are and what you do.

Your identity needs to be consistent. Your customers should see your company identity in every marketing piece, and every customer encounter. That means you can't fake it. Customers are really good at discerning who's giving them straight talk and who's not. Every one of your marketing pieces whether it be a sales representative at the counter, or a brochure you send in the mail should reflect your consistent company identity.

Your identity needs to fit within the means you're using to get the word out. It should grab your customer's attention, gain their interest, create a desire for your product or service, and get them to take action to reach you. All goals of successful marketing programs anyway, but the methods have to fit identity. If you're offering serious VIP services to exclusive clients, you might not want to pitch your company using a cheesy infomercial on late-night cable. And the opposite is true, too. If you're offering the lowest price and the best value, sending an engraved invitation would send the wrong message.

When was the last time you sat down to evaluate whether your marketing strategy was meeting your marketing goals? If it's been awhile. Give us a call. We'd be happy to help you evaluate what's working and what might be improved. www.imaginationtechnology.com

Do Your Customers Know What Your Competitive Advantage Is?

Why is it so important that your customers know what your competitive advantage is? Because it's what distinguishes you from everyone else in your market.

Customers want to know what's in it for them. So be plain about it. Highlight the things that you do better than your competition.

Is your product or service a time saver? Is it convenient or is your business in a handy location?

Do you offer immediate service? Can you give customers a quick answer if they call?

Are you more reliable than your competitors? Do you make a pledge to arrive when you say you're going to?

Do you offer superior customer service? Will you go the extra mile to make sure your customer gets exactly what they want?

The best competitive advantages are the things that benefit your customer in terms of time savings, money savings, or making them feel like they're your best, most valuable customer.