The right message, in the right media, aimed at the right audience will produce new relationships and new sales.
That is the premise of Right Touch Marketing & Media and other successful marketers. So how do you know if you're on track with all three conditions?
The Right Message
You can build your message with a series of assessment questions you can ask yourself. You want to show the customer how you benefit them.
What do you provide in your business? Why do people buy from you? Why don't they buy from you? Who is your best customer or client?
The Right Media
From brochures, web sites or one-page web sites, to online articles and advertising in community papers, there are many media options to select. Choosing a mix depends on your goals and your business cycle.
For some companies, like exterminators in Southern California, business usually drops off in the winters months. To keep their technicians, they may run specials in local media to keep customers using them, or they may deliver a well-written one page fact sheet to show how to take preventive measures during an off-season.
The Right Audience
Do you have a core profile of the people who do business with you or in your store? If you know where they come from and how they reach you then you can continue tapping in to them as a source.
This is your "perfect client" or "perfect customer."
Warning: experimenting is still required to make sure the ingredients are being properly used. But rather than just go "market" your business, this approach will help bring an objective view and help develop a marketing budget and expectations for success.
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