Branding
A “branding” client will need millions of cheap transactions (e.g., toothpaste, soft drinks, hamburgers). A B2B client will need periodic expensive transactions (e.g., computers, insurance, mortgages). But a direct marketer might require only one transaction, and a political marketer will require one decision.
But, ultimately, the whole point is to persuade someone:
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- To continue buying, try or return to buying (branding)
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- To receive the sales person and/or add a company to the supplier list (B2B)
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- To think that this offer is so good that he/she must take advantage of it immediately (direct marketing)
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- To vote for a candidate or issue (political)
Tips for Your Business
If you are a business owner, you need to keep these tips in mind when considering the matter of persuasion:
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- Don’t think about whether you need to do branding, direct, B2B, social, etc.
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- Think about the structure of your sales: Do you need to sell many products? One recurring product (e.g., subscription for a gym)? Are you selling to a business that will use your product or services, or to a person?
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- Think about the value of your transactions: Are they very expensive (e.g., an insurance policy) or cheap?
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- Think about the person who will be making that decision: a procurement officer, a soccer mom, a business person?
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- Using the six elements of persuasion as a starting point (there might be one or two more unique to your business), and figure out which set of elements would apply the most to you.
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- Then put together the marketing/advertising effort you need to reach your buyer and move him/her in your direction.
Don’t forget that no matter what, it’s all about persuasion!
Additional articles by Marcelo:
Give Direct Marketing for Small Business a Serious Look
What Do Rodney Dangerfield and B2B Advertising have in common?
Marketing Campaign Delivers a Decisive Strike
Apology marketing campaign fails to reach shoppers
In Marketing There are no Pros in Reaction
Guerrilla Marketing, Promotion and Social Media
Three Essential Marketing Campaign Components
Create A Unified Strategic, Media and Creative Plan
