•
Summer 2005
Everyone
Should Test
•
Winter 2005
In
Unity, There Is Strength
•
Fall 2004
Opportunities
•
Summer 2004
The
Three-Legged Stool
•
Spring 2004
How
Long Should That Letter Component in Your Direct Mail Package
Be?
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Awareness,
Image, Attitude
-
in that order
The
architecture of a solid, well-planned marketing effort must be
built upon a foundation of three clearly defined, highly
related supports.
Let’s look.
Out
of sight, out of mind. There is no greater asset for your product (brand),
service or company than a high awareness quotient.
Often stated as a “household word.”
There is nothing automatic about it.
How well established or how old it is, how widespread, how good
or bad, maintaining
and growing a healthy awareness consistently and with purpose
is your number one priority.
Awareness
may cover a wide scope of the marketplace.
Or it may not be as extensive as you thought. This no
place for complacency. Find
out where your territory is.
Now
that you’ve built a viable awareness quotient, what about
your image? First
of all, how many have heard of you? Among those who have heard of you, how accurate is their
perception of who you are or what you do?
Of the many answers you get, how many are right on the
button? How many
don’t have enough information. And, how many are downright
wrong. A
completely out-of-focus and inaccurate idea of who you are,
what you do, what is wrong about you, and what is good about
you can take the spin out of the best marketing plan.
You
may have a need for marketing objectives that straighten out
your image in the minds of the marketplace you want more
action from.
What
about attitude? Could
chunks of the market that you want so badly feel they could
care less about you, largely due to a soft attitude and /or
misdirected image that is uninformed or negative? Cultivate a rapport with your markets.
Lack
of awareness, wrong images and low or no-interest attitude can
sink your ship.
Gil
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Here to email Gil with your comments
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