Just about every client meeting I have includes the question, “what problem are you trying to solve or what benefit are you offering to your customers?” A lot of the products and services that are for sale do solve a problem or provide a benefit for the consumer, but is that obvious from the marketing material?
I don’t know about other marketing/strategy people, but I spend a lot of time looking at what marketing and advertising other companies are doing (including websites, social media, etc.). Why? For one thing, technology is constantly evolving and sometimes a company will come up with a really brilliant way to use a particular or present their message to their audience. Also because looking at the flaws in others marketing messages can help you hone your own (or those of your clients).
The key to good marketing is that it tells the customer how the product will fill a particular need. Why do I need that new pair of hiking boots? Because I need my feet to be warm and dry this winter. Why do I need to download the latest episode of House? Because I need to be entertained while I relax after a long day of work. Every product and service fills a need. What need are you filling with your products? Once you recognize the need you’re filling, you’ll be able to provide your customers with what they want.
(photo by bossacafez @ Flickr CC)
Liked this post? Consider subscribing to our RSS feed or our free email updates or following us on Twitter.
Technorati tags: brand, marketing, branding, brand strategy, business, reputation, brand management