Feb
14
Whoever is responsible for this remarkable lack of marketing savvy needs to be…educated. Possibly flogged, but definitely educated.
In fact, I see, read and hear examples of the need for education in the area of Small Business Marketing on a daily basis.
Now, to me, this is a great thing! I am passionate about branding and marketing and I’m excited by the entrepreneurial spirit that is prevalent everywhere. These are both reasons for my choosing to pursue Small Business Marketing Consulting as a career.
However, what I’m finding is that the challenge often lies in convincing Small Business Owners that they need help! That, and convincing them of the important role branding and marketing plays in the DAILY existence of their business.
That is why BAM! Small Biz Consulting exists and that is the mission of this blog.
Okay, enough chit-chat. Let’s look at why the mixed-message example in the photo above is so utterly heinous.
First off, we’ve got a sign touting the message, “New Pillowtop Beds,” which is placed, get this – on top of – a sign touting the motel’s AAA-approved status.
Now, individually, both of these benefits could be strong messages to send. They each offer a Value-Added Benefit to the lodging experience that could justify a higher nightly rate for a room: Soft, new beds, plus a stamp of approval from AAA – complete with discount for card-carrying members.
Sounds like just the winning combination that could convince road-weary travelers to pull in for the night.
However, by carelessly slapping the New Beds sign right over the AAA sign, this Small Business Owner has created a confusing mess that doesn’t allow either one of the messages to shine. Not to mention it shows blatant disregard for any type of aesthetic sensibilities whatsoever.
And, if I were a AAA rep and I saw this flagrant violation, I would strip the motel of their credentials faster than the sheets off a new Pillowtop bed! Okay, maybe not, but you better believe I would not go easy on ‘em when re-certification time rolled around, no siree!
While this particular example pertains to the outdoor signage medium, the mixed marketing message concept also applies when it comes to other forms of advertising. A quick glance through any newspaper reveals that many Small Business Owners try to cram as many messages, features and benefits into their tiny ad as possible.
Again, this results in mental overload and confusion, which results in the reader taking nothing away from the ad, instead of taking your intended message away.
Before sending any marketing message, regardless of the medium, ask yourself the following question:
“What ONE THING do I want the audience to take away from this?”
Is it a specific call to action? Then make sure the action you want the audience to make is crystal clear and the phone number, Web site, email or physical address is prominent.
Is it about Brand Awareness? Then make sure you tout the absolute most unique and meaningful benefit that your brand delivers.
Is it an urgent, time-sensitive event? Make sure you convey both the sense of urgency and what it is the audience needs to do so they don’t miss out.
Is it about your company’s amazing Point of Difference? Then shout it loud and proud and stick to that – and only that – message.
The bottom line is that you should resist the temptation to tout all of your products, all of your services, all of your features and benefits in any of your marketing pieces.
Instead, answer the following before crafting any marketing message:
- Who is your audience?
- What do they find most meaningful about your offering?
- What medium will be most effective to reach them?
Determining these factors will allow you to send a focused, powerful, meaningful marketing message that your desired audience will read, remember, and act upon.
But whatever you do, for the love of Pete, DO NOT stack two signs on top of each other!
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If you need help crafting focused marketing messages for your small business, contact BAM! Small Biz Consulting for your FREE Needs Assessment. Phone: Nikolas Allen (530) 859.5454 • Email: bamsbc@gmail.com
