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The very first marketing book that I read in my life made hundreds of references to the marketing strategies successful corporations used. Although they implemented multiple campaigns in order to gain the attention of their customer base, they were all recognized for the years to come by one phrase or visual image that became an icon of their success. These icons carried influence and power over their loyal base of customers, this is something that could be refer to as “Marketing Clout”, or “Marketing Power & Influence”. This is something that successful corporations have understood and learned to capitalize as early as possible. Marketing Clout is not easily built, but is it worth it? The short answer to that is a solid yes! Anytime your business can be remembered for something, that memory has power. It could be a positive or negative experience, if people are going to remember your business for something why not have a say in what they will remember? Building your own Marketing Clout is still worth it! With this in mind, I will dive into the foundations of Marketing Clout: your business & what you offer. So then, I will proceed to explain how to create Marketing Clout intentionally.
1-CREATE POSITIVE MESSAGES
Most successful brands accomplish Marketing Clout by connecting a positive message about the products/services they offer with a positive message about the end consumer. Surely, you remember medication commercials where the actors, who represent patients, are shown enjoying life to the fullest as a long list of negative potential side effects is being voiced-over the luxurious vacations and amazing family time “patients” are enjoying in the ad. There are regulations in place that prevent medication companies from not advising about the potential side effects. However, this does not stop them from creating a positive message. I intend to challenge small business traditional advertising practices by asking, “what is your business’ positive message?”. I am not saying that you may not have one, because you very well may. But if you don’t, let’s start working on the construction of positive messages that connect our ideal customers with our businesses!
2-CREATE POSITIVE EXPERIENCES
We live in a world where business reputation can be purchased, or so it seems. We have learned to care so much about online reviews, that customers who give reviews have become another business number. If we are not careful, we can lose sight of what really is important: Customer Service, Customer Satisfaction and Customer Retention. To have all these, is the Holy Grail of business! This is something achieved by intentionally constructing a positive culture within your operational processes, staff training and of-course delivering products & services that enable customers to have positive experiences with you.
3-DISTRIBUTE YOUR CLOUT CONSISTENTLY
We have heard that word of mouth drives business up, and indeed it does! However, with changing demographics, word of mouth can only do so much. Therefore, now is the time for distributing your marketing clout! Remember, I am not referring to traditional advertising, I am referring to those positive messages that connect your ideal customers with your business! Do it consistently and you will be amazed at the results. Put those messages in your lobby/office, in your social media pages, in your website, in your business cards, in your advertising and everywhere where your logo or business name may be present. Carry it you with pride until your Marketing Clout is ingrained not only in you, but in the minds of your staff members, customers and potential customers.
Finally, I want to thank you for reading these short reads! They are aimed at creating a communication bridge between you and Enerjoust, LLC. Please feel free to comment with your thoughts and opinions, whatever can help encourage business growth in our community or help become a new standard of doing business successfully nationwide.
Sincerely,
Raoul Garza
Enerjoust, LLC
877.219.0754
TucsonAdvertise.com