Marketing 101

Imaging

The first step to successfully execute any marketing plan, especially for a start up enterprise, is to establish and maintain consistent imaging that reflects the mission statement and target goals of the company. Essential imaging tools include:

• Name of company
• Logos and graphics that identify the company at first glance
• Company tag line – Helps to embellish on the company’s services or mission aside from the company name or logo
• Colors of logos, vehicles, uniforms, and marketing materials – This will aid in ensuring that you are easily identifiable at an even quicker glance before the consumer has had the benefit of reading the logo and/or company name. Good examples of this are Coca-Cola and Midas Brakes & Mufflers. When people first come upon a Coca-Cola ad, or image, they initially see “red and white”. This alerts them subconsciously in a fraction of a second what is about to appear before them in their mind and in some ways they’ve already identified the product or image, thus becoming more familiar and subsequently more welcoming. For Midas…when you think of their logo or imaging, you immediately think of yellow and black, etc.
• Contact information – phone numbers, website addresses, etc., should be consistent and uniform throughout all company marketing campaigns. Otherwise this will easily lead to confusion, which ultimately means forgetting you altogether!

Street to Lot:

This is a very critical element that will help the customer find your business and give him or her the incentive to drive or walk in from the street! If the customer cannot easily spot you, or if they do see your business and it appears unappealing or uninteresting, they are most likely to pass you by. Auto dealerships are notorious for employing street to lot marketing strategies…and for a reason…it works! The steps to take in determining the types of materials needed for your business is dependent upon the type of business you are, your imaging, and your identity.
Obvious considerations to property management rules and city ordinances must be adhered to when exercising this option, but it should be utilized to the maximum allowable potential.

Part of this strategy (which goes hand in hand with Imaging) is to establish a “locale” (identity) to simplify the process of finding you, vs. the customer arbitrarily “stumbling” upon you. Part of the imaging campaign can be something to the effect of…”Find us along the Greenway-Hayden Loop in the Scottsdale Air Park where you see the giant American Flag”. etc. The giant American Flag is part of your street to lot décor.

There are numerous tactics that can be employed when exercising good, effective, street to lot strategies. At Plan It Big Events, we have mastered the art of attention grabbing campaigns that will draw people to your business!

In Store Marketing:

This is where you will really give the customer the experience that you have been imaging yourselves to be, and sell them on the concept in which you have invested so much to establish for your company!

How you are perceived when the customer walks through the door will be your opportunity to solidify the impression that he or she is to take with them and potentially return for additional goods or services,..and more importantly, what they tell their friends!

In Store Marketing strategies can include a multitude of options. Some of which are:

• Interior décor
• Customer comfort amenities
• Promo materials availability
• Clean, attentive, and savvy employees who are cognizant of the customer niche
• Thematic presentation
• Audio/Visual stimuli
• Customer rewards system
• Customer return incentives

Local Store Marketing:

This is where you reach out to your target audience and get your message heard!                                            

Several tools and activities can be utilized to accomplish this task and can be deployed simultaneously provided that the message is consistent and the service or goods offered are in fact available when the customer comes through the door!

Some of these methods of LSM include:

1. Media Advertising Buys – selecting the proper forms of mass media is critical to the success and productivity of this call to action! Not all media outlets are suitable for accomplishing your goals and many dollars can be wasted when placing advertising in the wrong place.
2. External Canvassing – Student Incentive Programs can be effective ways to hand deliver your message while creating good will within the community. This again is part of your imaging process!
3. Direct Mail – An effective tool to isolate a specific target demographic by the region or area that your company wishes to serve. Proper development of the mailer piece is essential to effectively grab the attention of the recipient so that it isn’t   tossed into the   trash in an automatic reflex.
4. Internet Networking – The Communication Age is rapidly migrating towards the Internet and now more than ever, people are looking online to network and share information. Several websites are available at no cost to establish you within these  networks, however strict attention must be paid to properly maintain and service these networking vehicles on a regular basis. This is very important!
5. Endemic Outreach Programs – A series of specialized promotional pieces can be created and distributed through various outlets “endemic” to the clientele for which your company caters to.
6. Specified Print Mediums – These are printed publications distributed to the greater population of the clientele for which your company caters to.
7. Community Outreach Programs – Many outlets within the community can be touched with the unique message your company has and the specific nature of what you have to offer to the general public that your competition cannot. This “public service” message can be transmitted to the various civic and non-profit entities, which will undoubtedly elevate the company status and acceptance within the community! Once again…positive imaging!
8. Incentive Programs – These are tactics that simply use the premise of “gift with purchase” that can be effective IF: The message is consistent and clear AND the offer is limited in nature. The effectiveness of any gift with purchase or other promotional campaign is the sense of urgency it creates. If this element is eliminated then it will eventually dilute the nature of the offer thus resulting in a lower redemption rate over time.

 

At Plan It Big Events, your business or organization will have the benefit of years of experience in exercising the marketing practices outlined within these pages. Please call for your free consultation today!