From the ScLoHo 2009 archives:
Today, we’re going to take that information and apply it to your future.
Get out the papers you wrote on last week and read thru them one more time. Are there any answers you want to change? Do it now. Then come back. I’ll wait.
Remember, what matters most is relationships.
Now that you have some concrete ideas on who you and your business are and who you want to be, the next step is to communicate in a consistent manner to your customers and clients your message.
Your message is your brand, your identity, it is what people think about you and if you examine and design your marketing to convey your message with the purpose of forming relationships, then you are on the right track.
There are multiple ways to convey your message, but you need to keep it consistent, even in the indirect messages your business conveys.
You also get to chose which media’s you want to use, but remember that you should commit to that media for a long time.
Why? Because you are building relationships and those relationships are built on trust which comes with familiarity. If you try something for a week, or a month and give up because you haven’t seen results, you are aborting your plan and wasting your time and money.
Cellphone contracts of two years in length are now the standard. Retail leases of 5 to 10 years are common. When you hire an employee, you expect them to last a few years, right ? So think of your advertising and marketing with the same time commitment.
And instead of relying on what form of media YOU listen/watch/read; determine which form of media your potential customers listen/watch/read. There is enough research out there to answer that question and if you are in the Fort Wayne, Indiana area, I can help.