Over the last few weeks we’ve met quite a few potential clients who simply couldn’t understand why their traditional methods of marketing their business were showing little or no return.
This has led me to write this as it applies to all forms of branding and business networking. I hope you find it of interest.
We then explained to these potential clients how things have changed, but even then they’d typically say:
“It’s worked for us for the last 30 years, so it should work now!”
Sadly no… it’s time to move with the times or accept your fate!
Consumers today are empowered. They can now influence the purchasing decisions of others through social media and by leaving reviews of purchases on websites (Amazon being the obvious example).
With this empowerment, it doesn’t matter how much you spend on your traditional branding (it’s still important though) it’s far more relevant what others say about you.
It’s not what you say about your business, it’s what they say about your business!
Think of this scenario. You’re at a networking event and happen to need some printing done. There are two printers in the room. As you network around the room you meet printer #1.
He’s smartly dressed, eloquent, has beautiful brochures and he tells you he’s the best printer in the area. You’re impressed but as you move around the room you meet five other networkers who heap praise on printer #2, saying what a brilliant, personal service he offers at a fair price (note not the cheapest but a fair price). Now having heard that, printer #2 is pretty much going to have to insult your mother not to get the business… That is the power of recommendation!
Today very few businesses are truly unique and so to the consumer all these businesses will look the same! When everyone has brand parity in a sector (perceived or real), consumers will fall on price as a deciding factor. If you don’t sell your product on being the cheapest, you’re going to have problems… This is the case even if you’re offering a service which in reality will differ from others. In these situations reputation marketing will separate you from the crowd and done well, elevate your positioning in the market.
Good reputations are achieved through delivering great experiences.
If when you communicate with your clients you involve them rather than speak at them you will reap the rewards of reputation marketing. This involvement makes it more likely that they’ll talk about you and spread the good reputation. This will enhance your company’s standing and deliver referrals, exactly what we’re after!
This simply is just a new approach, responding to a changing market.
So how do you create these experiences I hear you ask? Well that’s the interesting bit and it’s different for each business.
It’s something we advise businesses on and something we’d love to work with you creating.
If you have any questions please mail us.