Do they waste so much on marketing?

Sometimes it astounds me how much companies are prepared to spend in order to ‘market’ their products or services.

I usually enjoy getting packages through the post, especially when I know I’ve ordered something, like a book I’ve been recommended or a new gadget, and our postwoman rang the bell this morning to give me a surprise package. But it turned out to be a business card box containing one business card and a toffee rattling around in it from a printer who was touting his wares.

Eh? Another cryptic stance at some marketing which doesn’t ring home. I didn’t recognise the name, so this kind gesture was lost on me, though it did raise a smile. What a waste of postage and jiffy bag (though a good box for me to put bits in). Was I supposed to ‘feel’ the card and appreciate the ‘quality’ of the printing, but then don’t they all have that?

The other day we had a full set of Next Directory catalogues left outside our house. My daughter was delighted, but we hadn’t got a clue who they were meant for, the most likely recipient having moved away. We are amazed at a) how many hardback catalogues there were, b) the weight of the numerous pages, c) the sumptuous print quality and d) the cost of postage! We also wondered if Next really managed to recouperate the cost of producing these luxury products from its directory subscribers at such an obvious outlay. I knew someone who was involved in maintaining the quality production of these volumes, and it was not taken lightly.

Staples also provides another communication to plop onto our doormat. This arrives in various forms, from a very thin 16 page magazine to a fully binded catalogue. OK, the production certainly isn’t as high quality as the Next Directories, but the frequency is astounding (and noted they do use some clever marketing and upselling tactics), which again leads us to wonder if all this production actually makes it worth while? Obviously, or they wouldn’t be doing it – would they?

The purpose of this post is to question whether these companies calculate that their activity is successful in bringing in enough sales to make it worth while. What I mean is, does the quality of the Next Directories guarantee more purchasing power from its subscribers, or the frequency of the Staples magazines jolt more positive responses? And because these established businesses are doing it, and giving the impression that it works, is it the right thing to do for your business?

My reply is ‘no’, because unless you have an established name like Next or Staples, it would be a waste of money and effort. It is much better to market your organisation through relationship and expertise building, providing value and good advice to exactly the right target market at exactly the right place and time. This may be slow at first, but if you can maintain a good base of satisfied customers, ask for referrals and other viral marketing tactics, broadcast your successes and valuable tips where many can see them, publicise snippets of what you can do on social networking, and create a thoroughly interactive website used in conjunction with focused promotion campaigns, then you can market your business without wasting money.

It all comes down to quality in the end

This morning we all woke up to the news that Woolworths and MFI have gone into administration. Such well known institutions in the market place now reside in the hands of the receivers. But where did they go wrong?

One idea banded around at a breakfast networking group I attended this morning was due to the concept of ‘quality’. Both shops piled it high and sold it cheap. Inexpensive materials went hand in hand with trying to give the impression of quality, and advertising usually declared the latest incredible savings that could be made. Sometimes I wondered why MFI were offering over 50% off their sofas – is it because they couldn’t sell them? The quality of Woolworth’s stock sunk lower and lower, and the layout of their shops made it almost impossible to find anything you wanted.

Don’t be tempted over price compared to quality, especially in today’s economic environment. You can easily get your business stationery over the internet from interactive websites that seem incredibly cheap, but then the products they produce certainly are! The quality of card is inferior, the quality of print thin, the portrayal of your imagery is flat and uninspiring, there is no guidelines in how to place your information correctly, the templates are overused and easily replicated at networking meetings, and because the process is totally automated, I known some stuff to come back that was totally unsuitable because their machine broke down and a vital colour was not included!

When you’re handing out your networking stationery, you need be proud of your business cards. Potential clients are impressed by the ‘feel’ of the card, clarity of the layout and zinginess of your colours. This also goes for your letterheads, compliment slips, brochures, postcards, leaflets… in fact, all the promotional literature you produce needs to send the message that you are of the highest quality, and therefore the work you produce is the same.

During a credit crunch, it is important not to stint on your marketing, and certainly not to compromise on the quality of your message and the special offers you are broadcasting. Think quality and therefore deliver quality – it will always win in the end.

Making sure of the obvious

One of my printers proudly showed me a catalogue of baby clothes his firm had recently printed.  It wasn’t the content he was proud of, but the particular colour blue they had managed to create – but this post isn’t about that.

I looked inside the brochure, and appreciated the beautiful bouquets on the first pages. But what had these to do with baby clothes? The printer pointed out that some of the flowers were in fact rolled up baby clothes made to look like flowers. Hmmm. But why did it need to be explained to me? The concept was certainly innovative, but did the business owners have so much faith in their bouquets they thought everybody would be able to spot the rolled up clothes?

Never assume people will get a concept immediately. This doesn’t mean you should treat all people as ’stupid’, but concepts should be adequately presented to make them obvious. Cleverly presented marketing will disguise this ‘obvious’ method so that instant recognition applies. Readers should be able to understand your message with the least amount of effort, preferably within a nano-second. This is very difficult to do, but visuals are far more effective than a page of small, closely placed text that requires time, effort and a pair of reading glasses to deliver the message.

My solution would be to show the ‘fait complete‘ bouquet in all its glory, and another one underneath in the same position but with some of the clothes partially unrolled and appropriately displayed. Then this clever concept will be revealled and appreciated.

The moral? Avoid making assumptions. Carefully explain all your concepts in plain, ordinary language, avoiding any jargon or academia, and as clearly and concisely as possible. Use visuals whenever possible, but be aware that, through NLP, not everybody reacts favourably to pictures: some prefer words, other sounds, some even moving images.

Put yourself in your reader’s or potential customer’s shoes. How would they think? What’s going through their heads and what would they look at first when they open the brochure? What’s their priority or reasons for looking? Is it for themselves or for another? How much time do they have – browsing, flicking through, scanning, etc? How can you get the products, or the concept within the products, to jump out at them?

And once you’ve got their attention, how do you entice and cajoul them to make that purchase? Special offers? Loyalty schemes? Time dependent action? Intrigue and persuasion? Or just because it’s a really good idea?

Start stocking up for stocking-fillers

Ah, September, a time for a new start!

My website has had a revamp and I’m starting out in my new venture in combining design with marketing to see what wonderful explosions that will create.

Meanwhile I have included a picture of some chocolate that was kindly made for me by Graham Harding of My Little Wrapper (tel: 01276 33718) – I know the design is very plain, but that was because I didn’t want to detract from the message: you must give your customers something that they would want and is of value to them, not what you think they need. OK, chocolate may not be essential, but nearly everybody would want a piece, surely?

How this applies to your leaflets, brochures, etc, depends on your target market, the product or service you are promoting, the purpose of your message, and the over-all purpose of the leaflet – to get customers now; to arouse awareness of your brand; to capture all prospective customers whether or not they are have an immediate interest; to act as a forerunner or teaser for something bigger in the future; the list could be endless.

Starting thinking about the message you are giving out – is it only banging on about how wonderful you are or your company is, and not concentrating on your customer? Could you turn your features around into benefits so that your customer will start to really understand what you can do for them? Don’t you think the first thing your customers should see is something to appeals to them, not yourself or your organisation?

Hey – I’ve just noticed the first thing you see on the chocolate is my name and logo – so I’m not practicing what I’m preaching – but make sure you don’t fall into that trap too!

More on chocolate in another post…