Maximising Your Success David Abingdon- CEO The Alchemy Network
Welcome to our inaugural issue of Entrepreneur Success.
I would to thank Sylvie Danoy and Elisabeth Schoch, who have been instrumental in making this first issue of Entrepreneur Success possible.
Today, more than ever, competition is everywhere. The media is saturated with marketing messages. Research suggests that the average consumer is pounded with over 2000 commercial messages a day! Hard to believe? Think about it, from breakfast to bedtime you are bombarded with a vast array of media advertising brands, products and services and everyone of them is vying for your attention: email, spam, billboards, web, radio and TV, magazines, and newspapers personal and business mail, telephone canvassing, cold callers and representatives, shop and vehicle signs- it goes on and on.
To most people commercial messages in all their various formats are a boring imposition that clutters up our lives… For the most part, we are just ‘not interested’ and that is why most advertising/marketing does not work.
And it just gets worse… We live in a massively over communicated world where advertisers are literally queuing up for the attention of consumers.
So it comes down to this: Many business people think in terms of the competition being those businesses that sell similar products or services to a similar market… What’s wrong with that? Well, think about it.. When it comes to the marketing and advertising of your business you are competing for the attention of your target consumer… That’s the same consumer that most other businesses whatever they sell- are trying to get the attention of. In other words you are in competition with everyone else.
For many, this is a startling concept and a reality check. It identifies the main problem that most businesses face when it comes to gaining more customers, sales and profits.
There are solutions...
One way to attack this marketing overkill is to define yourself highly enough so that you clearly stand out from all the others. You need a highly memorable name and logo that people can’t fail to see and recognise. Think McDonalds!
Do you have something that INSTANTLY clicks in the minds of your customer, and makes them associate your product with that logo, symbol, name or whatever? If not, strive to develop it.
Once you have that basic visibility, you need to hammer away at public perception which links your visible image with what you are trying to achieve. Don’t slip into mere institutional, image style advertising. Create ads that sell, but also tailor them to give high visibility to your symbol of quality.
Offer clear-cut solutions in your marketing materials. Create an iron-clad bond between your specific brand and the problems it solves.
Every person in your business who has contact with the public must have a very clear understanding of this vital goal- to build a brand name that is equal to the solution of a problem.
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