Traditional marketing courses tell about the "Four P's" of marketing: Product, Place, Price and Promotion. As a seasoned Dallas Marketing and Advertising Agency professional, I am here to share about the Promotion element through the Six C's.
(1) CUSTOMER
Today, your company's marketing strategy needs to be customer-focused. It is all about service the customer. We believe that value only exists when we deliver measurable benefit to our customers.
To benefit the customer, first we have to understand your values, wants, needs and motivations. Not "understand" them as demographics or psychographics, but rather understand them as real people.
We have to understand why customers do what they do (or don't do) when they do it. Such knowledge is vital in marketing since having a strong understanding of buyer behavior will shed light on what is important to the customer. We focus on the your target customer first and then reverse engineer the most effective branding strategies.
It is crazy for a business to think they can attract prospects without understanding them. It's vital that companies have mindshare before market share can be gained.
(2) CONSISTENCY
Companies need to maintain consistency in their message; a practice called integrated marketing communications - from packaging and advertising to sales promotion and publicity. This will maintain and reinforce a brand's personality and image in a real life contex.
(3) CREATIVITY
Creativity is imperative to attract the right attention in a world cluttered with thousands of messages. Creativity adds impact through imagination - making your message memorable, compelling and effective.
Creativity lays aside the overly-familiar rules, and embraces out-of-box thinking so that marketers can reach beyond logic and structure and attract using a much more powerful force -- imagination.
* Creativity Informs: Marketing's responsibility to inform is amplified via creativity. Creativity makes marketing more vivid, and many researchers believe vividness attracts attention, maintains interest, and stimulates consumers' thinking.
* Creativity Persuades: Today's marketers are making creative storytelling aids: new myths, heroes and symbols like Ronald McDonald, the "Can You Hear Me Now" guy from Verizon, and more recently the Gecko from Geico Insurance.
* Creativity Reminds: It reinforces the brand with a unique flair. Imagine using the same invitation, without any creativity, to remind people to try a particular product everyday for a month. The invitation would become stale very quickly. Only creativity can transform boring reminders into interesting, entertaining marketing communications.
Nike is proof. Several commercials in a Nike campaign never mention the company name or even spelled it out on the screen. Each communication told a story. Each story evoked an emotion, created a possibility and an opportunity. And, the only on-screen cue identifying the sponsor was a single "swoosh" logo inscribed on the final branding scene.
(4) CULTURE
We understand that your business has to speak the CUSTOMER'S language to reach them in their world. All marketing communications needs cross-cultural research to be able to succeed. It's foolish to only see things from your own perspective, assuming that everyone else in the world thinks exactly like you and should understand what's so great about your product or service.
As David Ogilvy, the Father of Advertising, states, "If you are trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think".
(5) COMMUNICATION
Consumers don't want to be "sold to". Rather, they want to be "communicated with." Communication ties right into the tips about Culture above.
Good marketing communication creates value with target customers, speaks in their language and tells your story. It's about building long term, trustworthy, and profitable relationships with your customers.
Communication is not persuasive if it is "salesy", rather real communication is authentic and authenticity fosters trust and opens the doors for agreement.
(6) CHANGE
Marketing is not just a business function, but a process. There is a beginning, middle, but there is never an end. Successful must constantly CHANGE with the times. It is a conversation with your customers and potential customers that evolves right alongside them. As their needs, goals and desires change, our marketing keeps pace.
Marketing needs to be an evolving process that considers change in the world, economy, market, consumers; as well as internal change within the organization.
Promise Productions' advertising and marketing solutions for growing companies begins with targeted, measurable marketing plans and implement with break-through creative and the most up-to-date and innovative marketing communications. Our award-winning design and broadcast team is able to provide the marketing expertise, media planning, and production for any campaign.
Our proven ability to deliver elegant solutions for success in a complex world is your answer to more profit in 2009.
Let the results begin by contacting Promise Productions 972-822-3587.
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