| |
| |
|
Marketing Information |
|
|
|
B2B Marketing - Why it Should be Subtle
Subtle adj. Showing or making, or capable of showing or making, fine distinctions of meaning. How many times have you been told that: great marketing has to be "off the wall"; your message really needs to "knock-out" your audience; you have to be loud to stand out from the crowd. Consumer marketing tactics are frequently about big-budget, high-impact campaigns. But if you're selling services to other businesses you might want to consider a different approach. Often it's the subtle message that makes a difference. Not one that's really loud, but one that really hits the mark with the audience. Sometimes you need to fine tune your marketing message in subtle ways to make a bigger impact. The sort of subtleness I'm talking about could be: * Using industry specific terminology in messages. * Using the right tone of 'voice' in communications. * Participating in the most appropriate trade events. * Providing information that demonstrates insights into client problems. * Recognising key phrases during the sales process and responding specifically to them. * Talking about results in terms the particular reader/listener will understand. You should think about the benefits of preparing different versions of your standard promotional message. Pay attention to the specific audience of the particular marketing activity you are implementing. Subtleness = Understanding. Clients will recognise your understanding of their situation or industry and you will be viewed as a specialist. A strong benefit of this approach is that - as a specialist - you can avoid being perceived as a commodity. Consequently you are in a much stronger position to close the sale without being pressured into price concessions. For example, on a web site describe your services in different ways to appeal to different types of clients. If you need a brochure to use with a variety of client types, consider segmenting the information so you can demonstrate benefits in a relevant way. The key is to pay attention to the little things that make a big difference. A great article on how email messages can be customised in subtle ways can be found here. This subtle approach can easily be used in personal presentations. You may have one "30 second introduction" or "elevator pitch" that you use at a general business networking event. You could also have another version of your introduction to use at a meeting of colleagues within your own industry. Take up the challenge to be subtle. It works. (c) Marketing Nous Pty Ltd 2005 Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Misrepresentation - Through Silence! We're back to the subject of ethics, more specifically, business ethics.But unlike ethical dilemmas we've discussed in the past - when people are confronted with bizarre, freak circumstances they had never planned for, and then face agonizing choices regarding how to react - I'm now talking about cases where people willfully and proactively steer events in a certain direction. Marketers VS Consumers Predators VS Prey The distance between marketing consultants and the real world can truly be mind boggling. When a marketing consultant tells someone to send out 10,000 postcards in order to get a 3% response rate and that the actual sales will be something less than that . Growing Your Brand Assets Okay. Raise your hand if you think brand management is just for BIG companies (like Target, McDonalds or Ford. 8 Ways to Fill a Workshop in a Bum Economy Yes, you can fill a workshop when spending is down and buyers are wary. If your topic is clear, your marketing materials well-done, your product solid and your title catchy, success shouldn't be tough. 11 Rock Solid Techniques For Generating Product Ideas Anytime Anywhere! Whatever business you are in, either online or offline, you've got to constantly generate business/product ideas.If you've ever wondered how on earth those big corporations and companies generate wonderful and irresistible products plus powerful and revolutionary ideas, here are the 11 basic principle behind it all and the greatest of news is that it can be applied to any business. Integrity and Marketing - Finding the Right Balance When marketing themselves to leads and prospects there are five common mistakes people make, all which can be easily avoided by finding the right balance to maintain your personal and professional integrity in all pursuits.Five common mistakes many people make are;1. Marketing Lessons from Santa If a nonexistent man can change the world and millions of people with a message of joy then his marketing plan surely works. Right? Then what has Santa been doing right all these years that we can learn from? Santa's message is short--joy. Your Plan For Marketing Success The most important, yet overlooked aspect of marketing is an actual written marketing plan A business simply cannot succeed without marketing. Whether you are a one person business or have 50 employees, you simply must have a marketing plan to succeed. Do this One Thing and Beat 85% of Your Competition! Maybe you don't want to work that hard, or maybe you have been burned by consultants so you are not inclined to listen to one. Or maybe you already have a measure of success and don't think you need to do anything more. Marketing on the Cheap: Write? Right!! We all know the value of writing articles for promoting your website or online store. However, writing articles to promote your old-fashioned, traditional brick and mortar business has been around forever. Top 10 Marketing Pitfalls Ten Marketing Pitfalls By Stuart ReidIf you want to make it BIG in Internet Marketing you need avoid some common mistakes. Here's a list of the top ten Pitfalls that catch out beginner Marketers (and many established ones too!). Motivating Your Target There's just no time to waste in a cyber day; competition for your target's attention has always been stiff, but now it's just killer. There's less time and more to do, more to see, more to read--ad infinitum. CRM System: Give Meaning to Your Data A customer relationship system (CRM) system uses technologically-driven strategies to assess customer needs and buying behavior. This allows businesses to market their products and services more effectively. Sum of Its Parts I just spent a week at the beach with my family and, as much as I vowed not to think about work, stumbled onto a highly relevant lesson for marketing professional services.It was actually my mother who inspired this lesson, thanks to the following beachy quote she had on the refrigerator:"Saltwater taffy, for example, does not taste good. 2 Step Marketing Do it Right.I receive postcards all the time. Census Data Mapping for Small Business When studying the demographics of an area for a business venture or expansion you need to not only understand all the data, but what it means to your individual business model. Census data and Census projection charting for MSDA's has become very accurate over the years. Private Practice Marketing: A Soaking Wet Marketing Marvel Last week I took our two boys on an all guy vacation to the Nickelodeon Family Suites Hotel in Orlando. It's the only one of it's kind in the world, with two separate mini-water parks on site, with a mall in the middle. 5 Steps To Help Fail-Proof Your Growing Service Business Business startup and failure rates are scary.. 5 Tips to Grow Your Business Globally Entering into Global markets is a great way to organically grow your business. However, many small to mid sized businesses have a hard time, if they even venture to go global at all, entering global markets. How To Perfect Your Marketing Message! When it comes to your marketing message, the little things count. Trouble is, you'll never come to respect how much, until you make a commitment to science.
|
| home | site map |
| © 2006 |
