perceptions - which is right?
what your business is good at delivering ... or do you? Ask
your customers and you might be surprised at what they
think are your best attributes and why they come back to buy
more. Knowing this will help you improve your
that you are running a restaurant. You've spent a lot of
effort theming it and creating a great ambience. Naturally,
this is the attribute that you choose to promote in your
someone to ask your customers about what they liked in their
experience of dining at your restaurant and typically you will get
portions were large and the prices were small ... excellent
value for money."
service was especially good. Always friendly and we didn't
have to wait between courses."
food was fantastic. Great flavours and always well
be disappointed that no-one mentioned the ambience that you had
worked hard to create.
It is very
easy, when constructing marketing materials, to become too submerged
in the thought processes and aspirations of yourself as the vendor
... and forget how the customer would describe the experience in
their own words. Yet we expect the resulting marketing
material to communicate effectively with prospective customers and
to motivate them to purchase our product or
is to take time out to imagine that you are a customer for
your own products and services. Then imagine how you, as that
customer, would describe their most important aspects to someone
else. What words and phrases would you use? Which
attributes of the experience would stand out for comment and which
sure that you embed those words and phrases in your promotional
materials. Put them in the order that a customer would value
them. Then 'test' the materials on real people before you
commit to printing or advertising spend.
be disappointed if your first thoughts for what should be important
end up on the 'cutting-room floor'. Customer perception is
reality to them and they are the people with money to spend.
Always respect that.
and working pragmatically like this will help you to make
your marketing work better for you in a more memorable way.
This means that your target customers will be able to differentiate
your products and services from those of your competitors and
clearly see the value in buying from you.
If you would like some advice on memorable
marketing techniques for your own business, or you know someone
at another business who might need help, then please contact us. The sooner you start, the sooner you will
Download this handy guide which explains how best
to manage the mix of promotional tools (Advertising, PR,
Sales Promotions, Direct Marketing, Personal Selling), in order
to improve effectiveness in the market.
the Chartered Institute of Marketing as part of their ‘10 Minute’
series, this document makes easy reading for business people of all
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)