The Relationship Between Marketing Bang and Company Image

Today's small business owners are smarter than ever about strategic and tactical marketing. They are becoming more and more comfortable with its cumbersome terminology and are familiar with concepts such as customer "touches", or contacts.

Unfortunately, however, many small- to medium-sized business owners are spending way too much time concentrating on the frequency of their messages, rather than developing the right message.

For example, how many ads have you seen from dentists who proclaim to give you a "better smile"? Yes, the actual size, orientation, color, graphics and the like may be different, but the message is the same-old-same-old. Have these dentists, then, differentiated themselves and become memorable? The obvious answer is "no".

However, is any impact better than none at all? Marketing experts and business owners alike often debate this issue. On one hand, even a so-so ad can generate name recognition… an important objective. Alternatively, others argue that poorly-designed marketing communications is at best, weak and at worst, damaging AND memorable.

It is reasonable to expect that a marketing consultant or advertising agency will create a distinctive and positive ad and message every time? Yes. Assuming you're developing it based on a solid strategic plan.

Also, should you expect that every ad is original in both content and look? Again, yes. Any talented marketing professional can help you create a look, feel and message that achieve both of these objectives.

For example, wouldn't a dentist's ad be more memorable if it emphasized the idea that dental procedures - braces, teeth whitening, caps - produce far better results in your overall appearance than above-the-neck plastic surgery? Here are four great questions to ask yourself as you consider whether the image and message you're creating will achieve the "bang" you're looking for:

1. Is your message unique, positive and memorable? 2. How many other companies in your industry communicate the same thing? If your answer is, "None" you're well on your way! 3. Does your message create an image that fits your company's personality? 4. Does your message increase the chances of creating the impact you want?

Remember, generating favorable responses to your marketing communications happens when your strategic goals and standards are turned into flawless execution!

Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, "Mandatory Marketing: Small Business Edition". She holds a master degree in marketing from Johns Hopkins University. Log onto http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful tools, tips and templates.

Using Tactical and Relationship Marketing to Achieve Brand Loyalty

Rewards Programs? What are they really selling? For those of you who are indecisive when it comes to travel incentives it's best to understand what travel companies are selling. Like many companies of the travel industry the essence of success is relationship marketing.

Rather than the ticket that they are selling, Travel Industry such as airlines focus a lot on the marketplace. A main tactical marketing program in the airline industry is the frequent flyer program that is supposedly solves the problem of customers' brand loyalty. Each airline developed a unique core set of tactical marketing materials in their frequent flyer program scheme to address each member of a target market. In achieving brand loyalty, frequent flyer programs are generally provided under an alliance to expand their marketing product. Some even develop exclusive membership to increase the value of program members. With the dozens rewards offered from frequent flyer programs like rental cars, hotels, holiday packages and passes to tourist attractions plus upgrades and free flights. There are so many ways to use reward points that it might be hard for consumers to make the most of them. Although almost all airline have a frequent flyer program, airlines seem to constantly add more rewards and continue to offer more way just to gain the consumers' first mileage point and win their initial loyalty such as credit cards with no APR and 500 miles just for applying.
Tip! In a better relationship there are no superior partners, just equal partners.

Relationship marketing is just another way of describing the frequent flyer programs. A frequent flyer program is a process over time rather than single unconnected events. By offering rewards, airline can generate revenue from the life cycle of the customer. Relationship marketing approach could achieve very high customer brand loyalty and a satisfactory feeling that the customer is gaining something in return just for choosing your company.
Tip! Your partner's behavior in a better relationship is not your partner's true essence.

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