As we continue to try and get our marketing messages in front of the right consumer, it is important to match the consumer with their actual viewing habits. Too often we make decisions based on overall trends without looking into the actual behavior of the consumer we are trying to reach. How many times have you heard that TV advertising is dead? "It doesn't reach today's millennials."
Good news. Your business (indeed all businesses) only has three types of customers.
Poor sales are not always a marketing or advertising problem. Sometimes the secret to increasing sales is to use a secret shopper to see if your operation is running as smoothly as you really think it is..
Earlier we learned that The Law of Familiarity means that people have to be familiar with your business (brand) before they are inclined to do business with you.
We also learned that the Law of Familiarity works best when your business (brand) is seen as the safe choice. "McDonalds versus Bar 145". And it works best when given time to work. Remember the CD you bought for a single song.
The last lesson teaches us that the Law of Familiarity leads to action
In the previous post, we reviewed how The Law of Familiarity means you want to be positioned as the safe choice.
The Law of Familiarity teaches us that the first step in securing a new customer is that your brand must be familiar to them. The more familiar you are, the more likely they will give you a chance to do business with them.
We were recently asked by a health care provider to research ideas for generating increased exposure online for their services. In this case the client deals with the treatment of addictions.
With the ongoing changes to Facebook, (Facebook Throttles Back Organic Reach...) I had a flashback to "The Malling of America". In 1985 Charles Kuralt was quoted as saying "Twenty-five years ago, they weren’t here. Today they’re everywhere. What used to be farms or woods or country crossroads have become malls."
"The very best marketing comes from observing consumer behavior and inserting your message into their behavior."
Email marketing will remain a significant portion of our digital marketing plans for the foreseeable future. The reason – it works and is readily accepted by many consumers.