Dec
14
Creating Meaningful Marketing Messages
[The following text is a loose transcript of the video above]
There’s an independent bank in Northern California that I drive by often. Recently, their exterior signage and banners have been touting a marketing message that I found to be worth mentioning.
Unfortunately, it is for all the wrong reasons.
Now, by singling out this particular bank, I’m not trying to be mean or nasty by any means. I’m merely using this case study as an example of what NOT do when creating your Core Marketing Messages.
The bank’s banner states: “The Buzz is all good about us!” Unfortunately, that statement is vague, meaningless hype and here’s why:
Consumers have become expert researchers. Armed with the Internet, Google and social media, any prospect or customer has the ability to compare and contrast products and services before they decide to purchase.
And, they are not afraid to take their time before making any purchase, especially major ones. While they are considering their options, consumers can (and will) find ALL the Buzz — as well as the Dirt — on your company.
So, telling them that the Buzz is all good is a wasted opportunity. Instead, you need to tell them WHY the Buzz is good. You need to market your Meaningful Difference. Let them know WHAT you offer that has people buzzing about your products or service.
For example, in this bank’s case, it could be any of the following:
• Free Donuts Every Friday!
• Unparalleled Customer Service!
• Best Interest Rates in the Business!
• Hassle-Free Loan Services!
Your Marketing Message should tell your audience WHAT is going to make a Meaningful Difference in their lives IF they choose your product or service.
Now, while we (Media Assistant, Brenda Woods, and myself) were shooting the above video, Rhonda the Branch Manager, came out to see why we were hanging out in her parking lot with a camera. I asked her if she would explain on camera what the banner’s message meant to her.
She declined. Instead, she took us inside and gave us some printed collateral from a different campaign that was touting more of a “heritage message.”
Rhonda informed us that Scott Valley Bank is the oldest independent bank in Northern California, which is a FAR stronger message to be touting than “The Buzz is all good about us!”
So, the lesson here is to dig deep and determine what your company does BEST. Discover what is important and meaningful to your customer and align your own Unique Value with their Unique Needs.
Once you do this, you will be able to craft a Meaningful Marketing Message that will truly connect with your audience, instead of striking out with a Meaningless Message based on empty hype.
***
If you need help defining the Unique Value of your small business and articulating a Meaningful Marketing Message, contact BAM! Consulting for your FREE Needs Assessment. Phone: Nikolas Allen (530) 859.5454 • Email: bamsbc@gmail.com
