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tactics

 

 

coming soon, more business boosting insights:

 

direct mail / direct marketing

 

database building: service pays

 

advertising via service notifications

 

flexibility with focus

 

  

 

this page highlights an effective tactic:

  •    integrating your communications

  • consistent text and graphics        memorable brand identity

  •  

  •    with a user-friendly site

  •  navigates easily                provides information

 

 

 

Integrating your user-friendly website with your printed communications boosts your perceived value and extends market reach.

 

 

 

A user-friendly website gets used.

 

 

 

A brand image that's consistent across your communications conveys stability, reliability, quality, and service.

 

 

 

When customers are miles away they need every reassurance that they're working with a first class organization.

 

 

 

If your website looks "ok" your customers will think you're "ok," but it takes more than "ok" that to motivate purchasing decisions.

 

 

 

Strengthen your company image and perceived value.

 

 

 

Boost customer confidence.

 

 

 

Make an impression that stays in your customers' minds.

 

 

 

Get the point across.

 

How is it that one of three competitors after the same business can win a customer without price as the primary consideration?  How is it that your customer will purchase from you when you have competition from a firm that's geographically closer to them? 

 

Ultimately it's due to perceived value.  Integrating your website with your overall communications can do a great deal for your perceived value.

 

Think about it.  Which business is more desirable to deal with: the easy to understand or the inconsistent and inconvenient? The fly by night or the polished professional?  

 

A user friendly website suggests a customer friendly firm.  And a consistent set of communications tools suggest a solid and reliable firm that provides value and service.

 

Your customers' impressions about factors like your reliability, security, service and stability are particularly important when you are a small to mid-sized business.  They are absolutely crucial when geographically remote.  No one wants to develop a purchasing relationship with someone who may not be around in a year or two.  No one really wants to buy the cheapest available; even the most cost conscious purchaser is aware of return on investment.  

 
 

 

From a marketing perspective this means getting the point across that your offer is the best value for the money.  Even if your price is a bit higher, the customer making an apples to apples comparison perceives that he or she is getting a 'bigger apple' from you.  If your price is lower - bonus!

 

Of course the primary considerations we make in business decisions are in dollar terms.  Will we get our money's worth out of what we buy? Is it the best available value?  

 

But how easy is it to measure that value?  After all the number crunching is finished, your customer's perception of the quality of your product or service will take into account intangible considerations.  This is where image is important in giving you an edge.  This is where integrated communications allow you to compete with the big guy.

 
 

 

Generally when we think of integrated communications we think of major expense. The kind of expense firms with annual revenues over $5 million can consider a worthwhile investment.  However, by working harder and smarter, the small to mid-sized firm can compete with the big guy.

 

An example: Sensible Products, Inc., of Richfield, Ohio integrated their communications and improved the effectiveness of their web presence.  The "quality-conscious manufacturer of unique holders and bracketry for fittings, adapters, brass goods and tools" serves a narrow niche market that's geographically diverse: firefighters.  After hiring Incipio Web Services to overhaul their website they have achieved measurable results.  Take a look at the following link where the site host has displayed a 'before and after' comparison:

 

 http://www.incipio.ws/portfolio/default.asp?id=11 - Sensible Products

 

The site is easy to navigate, visually appealing, and consistent with the company's printed communications.  It's an excellent example of powerful tools and intelligent strategy yielding measurable results.


Anthony DiLauro

 

We welcome your marketing success stories. 

Contact adilauro@getthepointacross.com