Renee Prejean-Motanky

Archive for the ‘marketing campaign’ Category

The Six Questions You Should Ask to Get a Powerful Testimonial Are:

In Business Strategies, Communications, Integrated Marketing Strategy, marketing, marketing campaign, Public Relations, Tips You Can Use on August 13, 2013 at 3:44 pm

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1. What was the obstacle that would have prevented you from buying this product/service?
2. What did you find as a result of buying this product/service?
3. What specific feature did you like most about this product/service?
4. What would be three other benefits about this product/service?
5. Would you recommend this product/service? If so, why?
6. Is there anything you’d like to add?

IS INNOVATION STILL THE BUZZWORD FOR A WINNING BUSINESS?

In Integrated Marketing Strategy, marketing, marketing campaign, Marketing Plan on March 3, 2011 at 4:04 pm

The buzzword for business success, for as long as many of us can remember, has been INNOVATION; how you keep consumers tantalized, competitors at bay, and margins growing. LEADERSHIP was all about fostering the creative environment that generated the ideas that gave you your edge.

Different kinds of outer diapers. Baby diapers.

But maybe innovation’s day is done. Not that long ago, a leading consumer goods company invested vast amounts of time and money developing an innovative new product: a light-weight, environmentally friendly, impeccably dry diaper—with built-in cream to prevent diaper rash! The marketing mavens behind it confidently expected to roll out their new product with a stiff price tag attached because it was the answer to every parent’s prayers.  This was innovation marketing at its best: as old products were copied and discounted, you introduced newer, more inventive ones at higher prices.

But that dream diaper never made it to the marketplace. Why? Because it cost too much! When given the choice between the “all-in-one nappy” (it was to launch in Britain where diapers are called nappies) and traditional choices, modern consumers settled for the old solution because it was cheaper.

Every business should think long and hard about this diaper because it signals a deep shift in the market.  What it shows us is that new technologies mean that cheap imitations are now very good, and the Internet makes it very easy to find them. With good, cheap copies readily available, and consumers and businesses both fleeing from debt, the extra-featured “deluxe” version of a product isn’t compelling. Today we’re all buying generics. 

The old way of segmenting markets is rapidly changing (right along with the economy.)  Buyer strategies have changed in all echelons.  Most, when given the choice between multiple features or cheap, cheap wins! Less is now more. The battle for innovation has faded and the battle for value (defined by price) has returned with a vengeance, reminiscent of past times. 

That doesn’t mean quality and customer service can slip: if anything, the anxious consumer is more demanding than ever. The belief that you can keep customers loyal and trading up has vanished. This is a lesson that Southwest Airlines taught many of its competitors.

That doesn’t mean the challenge of innovation fades, just that it focuses more on processes rather than products… How can you deliver your product for less? How do you make it easy for your customer to find you and stick with you? In this new market, customer loyalty proves more difficult to win. Only price and ease of access prove compelling.  Consumer anxiety has provoked change that is likely to last.  “If I can find a stress-free experience at a lower cost,” that is the winning combination!

WHAT A POLITICAL CAMPAIGN CAN TEACH US ABOUT MARKETING

In Business Strategies, marketing, marketing campaign, Marketing Plan, political campaign on July 29, 2010 at 2:45 pm

First it’s important to understand that a political campaign is a marketing campaign.

A campaign is defined and remembered by its message. How that message is crafted and delivered — is called positioning. Positioning is, perhaps, the most important element of a campaign.  While all of the components of any marketing campaign contribute to a success or failure, it is the message that differentiates and it is how it is determined, how it is shaped, how it is used and conveyed in a political campaign that we, as marketers, can best learn from.  

Positioning is a process that begins with understanding and defining consumer expectations (best determined by research) if it is to be effective. 

And while it’s true that in an election campaign the winner is usually the candidate with the best organization to raise funds, rally voters, and get them to the polls, it is the message that generates the excitement and trust that ultimately wins the campaign. It is the message that builds trust, and builds the foundation for a working relationship.

The first Clinton for President Campaign, with James Carville’s core message of; “It’s the economy, stupid,” makes the point very clearly that campaigning is marketing. It was a classic case of positioning. It was only a prelude to the campaign that elected Barack Obama which was brilliantly positioned. The campaign’s message; “Yes we can!” based on a carefully devised position, was supported by a number of highly focused voter concerns.

While there are obvious differences between a presidential election and a campaign to sell a product or service, there are sufficient parallels between the two to allow for a profitable comparison. At the same time, the success of both the political and marketing campaign relies not merely on the mechanics of marketing, but on the strategy.

No campaign is successful if its mechanics aren’t deployed strategically.

There are seven key components in successful political and marketing campaigns:  

            Political Campaign

  1. The candidate, who has qualifications and some appeal that warrants the candidacy, demands trust in many more areas than a business does. The political candidate must persuade a constituency of a great many capabilities and characteristics.
  2. The electorate, which, while generally diverse, has some reason for considering one candidate over another based on issues and concerns as well as the perception that one candidate, is better able to address those issues and concerns.
  3. The message, which addresses the candidate’s solution to those concerns.
  4. The (political) organization, which disseminates the message, raises funds, and gets out the vote.
  5. The research, opinion polling, which helps determine the concerns of the electorate, and monitors the efficacy of the strategy throughout the campaign.
  6. 6.     The strategy, the structured plan to inform, persuade, and, generally speaking, get the candidate’s message out.
  7. The execution, carrying out of the plan from its beginning through the Election Day.

Markting Campaign

  1. The business (service or product) to be sold.  A business seeking to convert prospects must project understanding of their industry and business, and the particular nature of their needs as well as its ability to fulfill them. 
  2. The prospect, which, like the electorate, is faced with specific needs, desires, wishes, and opportunities.
  3. The message, which is the information about the firm and its services, specifically addresses the needs of the target audience, and should convince them that it can address these needs effectively and efficiently (at a competitive price.)
  4. The organization, which is the marketing structure that brings the message to the audience and executes the marketing plan.
  5. The research, which supplies the information needed to appropriately shape the selling message so that it speaks to the needs and wants of prospects.
  6. The strategy, which is the plan.  It defines the market, its needs, wants and strengths, weaknesses and opportunities, and determines the tools that best convey the ability to offer solutions to those needs.
  7. The execution, which is the carrying out of the structured plan. It brings together all of these elements to produce a client.

A political campaign is more complex in the design and execution of these factors because it has a broader target audience than a marketing campaign will have. A political campaign persuades people to vote for a candidate based on identification with his/her personality, credibility and charisma while a marketing campaign addresses solutions for the very specific needs of an individual or corporation. Most often the solution offered requires very specific expertise and credentials. That’s why positioning is key… it is what differentiates you from your competitors. 

Beware!  Positioning is, too often, misconstrued as a determination of how a business wants to be perceived.  But that isn’t positioning, it’s wishful thinking! 

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