Free Marketing Tips: Make Your Message Clear

Make a marketing message clear even if it means sacrificing some creativity. People have little time to think and ponder.

Here's a marketing case study worth a closer look. See if you agree if you're from Southern California, otherwise, perhaps there's a similar case in your area.

Forest Lawn Mortuary has done a magnificent job of marketing a subject that people don't want to discuss. After all, Southern California is about glitz and glamor, right? Even when one of the biggest stars of pop . . . oh, well . . .

I was driving in North Hollywood today when I noticed a billboard on Lankershim showing an older woman (70+) with the slogan "Former NFL Linebacker" and below "don't have someone else's funeral."

Okay. Then I remembered another Forest Lawn billboard I saw on the 605 South near the 60 freeway east of Los Angeles with a heavy set bearded man and the notation "Served under Regan" and below "Don't have someone else's funeral."

When I saw that one I thought, "huh?" and the same with the woman.

While thinking about it all day today, I then thought about the focus of the marketing message: you're also important, it's your celebration. Hmm, but I don't know.

I feel that Forest Lawn is mixing elements for the marketing message on the billboard.

I've thought about it . . . and thought about it. Maybe I'll try to call them and do a brief interview with them. I certainly have respect for their marketing efforts.

Here's my free marketing tip: creativity is strongest when the elements blend together well in support of a clear message. Does what you're saying seem too simple? Hey, that may be acceptable.

In my opinion, a clear marketing message is created when a benefit to the target audience is clearly stated.

Marketing Tip: Know Your Target Audience

I'm passing on this free marketing tip after attending a conference on doing business in India. Know your target audience and get involved with them.

The keynote speaker at the conference, sponsored in part by Quanta Consulting, Southern California Edison and the Port of Los Angeles, was Ed Fuller of Marriot International. He spoke about the travel industry and the growth of the middle class presenting opportunities for Marriot in India. But he also spoke about taking time with people to know them on their terms and earn the right to do business with them.

For companies to succeed in business with India, they must understand the country, the background, history and driving forces. India is also made up of separate regions that are totally different.

"We spent time working in each market and developing relationships in each market," Fuller remarked.

He said building relationships takes time.

"A relationship come with time and patience," he said. "After 20 dinners and visiting homes a close relationship may still not exist."

Yet business results come from relationships that develop.

This means it's important to take time to build relationships and have a long term view of the marketing effort and sales effort.

Many companies want the sales --- NOW!
Consultants who market their services want sales --- NOW!
So many businesses look to today for their business success -- and aren't patient enough to understand the value of building for the long term.

Even if your company is domestic only, take to heart the need to build long-term relationships for business success and future sales. Doing business with people who are trusted is a universal marketing truth.

Know your target audience, be patient in developing the relationship and then position your product or service to meet their needs.

marketing to brand loyal customers

Are you a brand loyal customer?

This morning I stopped for coffee as I took my wife and daughter to the airport for a pre-dawn flight to Minneapolis. Brand loyal customers are big in the coffee business, right? Think Starbucks! My son, my brother and my brother-in-law are loyal to the Starbucks brand. That's their first choice for coffee. It's the coffee my brother-in-law even brews at his house.

But when it comes to me I'm not brand loyal as a coffee drinker.

My favorite coffee is brewed at our local donut shop and I don't know what brand they use. It costs me $ 1.35 for a large cup of coffee.

I do like McDonald's coffee more than Starbucks but I'm not loyal to the McDonald's brand. Coffee is about the only item I'll purchase at McDonald's.

When it comes to coffee, I shop for both taste and price but not the brand.

I'm not brand loyal when it comes to gasoline, either. I'll choose AM-PM over any of the top tier gasoline brands usually because of price and because I drive a 1996 Nissan Pathfinder that I have serviced regularly.

But I could become loyal to the Nissan brand of cars since I've heard so many people talk about them favorably and my Pathfinder is running smoothly.

So where am I brand loyal? It's hard to say. I'll need to think about where I am brand loyal. But thanks for asking!

So what does it take to create brand loyalty? It's a good subject for another post.