A new lesson in classical marketing
By Scott C. Margenau
I caught myself using this seemingly overworked phrase again in the midst of a sales presentation: Just Google it. I have heard this phrase on TV and radio and in conversations with friends everywhere. And Websters has added the new verb google to the dictionary!
Why is Google the first name that comes to mind when we think of looking for something?
Classical marketing laws would tell us its the first in market first in mind rule. That rule points us to such brands as Coke, Xerox, Kleenex, Lite (Miller), etc.
But we FedEx a package nowright? Many other shipping companies were in the market long before FedEx. We Google it, not Yahoo it or MSN it or Lycos it, etc. So the first-in-market rule doesnt seem to hold water in todays fast-paced, high-tech marketplace.
Consider this modification to the rule:
The first to make the biggest brand impact and reinforce its image with a great product or service will eventually become first in mind and in market sometimes.
OK, thats better and note that I left some wiggle room.
How do you keep that initial brand momentum in place?
After being marketed for decades, Coke is still used as a generic term. If you ask for a Lite and you get a Bud Light, you give the bartender the evil eye. And when we want to look something up we Google it.
Why do some brand impressions last while others fade?
Thats because some companies continue to reinforce their brand language with smart marketing and advertising. And its because these companies produce very good products that are constantly improved and expanded upon. For businesses of all sizes, here is a list of media we find highly effective:
Web Site OverhaulsMake your site more compelling and maximize it for strong conversions, by helping customers find what they want, piquing their interest and having calls to action that match their buying habits. Internal and external research has shown that sites in numerous industries fail to achieve core objectives.
E-mail CampaignsWith a 56/1 ROI, they are the best way to keep in front of prospects as they go through a normal sales cycle.
Online Advertising and PromotionPPC, organic SEO, ads, social and viral campaigns all work extremely well for most products and services.
Impactful Print and Electronic MediaEcho your brand language and intrigue your prospect base from all marketing challenges.
Blogs and Online PREffectively use blogs and press releases to enhance your online value relevant to your industry (which Google loves).
Trade Show MarketingThis differs from industry to industry, but these shows are a great way to get in front of a large percentage of your target market in a short time frame. Todays shows are much more interactive and informative than those in the past.
What can businesses of all sizes learn from this?
Create great products or services, and make sure your marketplace is aware of and impressed by your brand. All companies need to continue to effectively promote their brands and their key advantages to their target customers and prospect base. This should be done by a reputable firm or agency through the use of innovative and compelling media and strategies.
For more marketing information and tips, visit www.brandsthatsell.com
*See studies from Forrester at http://www.forrester.com. (Numerous studies concern Web site research.)
Since 1999, Forrester has evaluated the experience of more than 1,000 Web sites. During that period, only 3% of the sites received passing scores on our Web Site Review methodology.Bruce D. Temkin