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Is your picture perfect?
By Judith Rammel, President
Gold Medal Marketing Ltd. |
Business owners today often feel as though there is a piece of the puzzle missing when it comes to business. For no reason or many reasons, their business “picture” doesn’t feel perfect! Businesses find it difficult to pinpoint what may be amiss and whether the fix requires a simple or more complex solution. A piece or pieces of their business picture is incomplete. Frequently, it is too tiring to think about how to complete the picture so that it is closer to perfect and more importantly closer to profit!
Many business owners do not realize how they look through the eyes of their clients and potential customers. They fail to grasp that simple yet important things are part of the puzzle that completes the picture of how their company is perceived and whether they are successful. Landing business for your company takes serious preparation, the right equipment and proper execution. Part of the process is to define your needs, determine budgets, set goals and then ascertain the best way of meeting those goals.
Consider the following. Do you have a solid action plan in mind? Do you have a current profile of your customers and prospects? Do you have the right “selling tools” to move your business forward? Do you use the right communication tools to send your message and yet still fit your budget? Is your position in the marketplace where it needs to be? Is your product or service being distributed effectively? Are you increasing your market share in a cost-efficient manner and are your efforts effective?
With regard to your coordinated materials, is the message you are sending consistent? Are you taking full advantage of services and media offered through advertising, public relations and electronic communications? Is your frontline staff conveying the image you want with your customers?
Like meeting someone for the first time, the initial encounter someone has with your business leaves a lasting impression. A well-designed business image from beginning to end can help ensure that the first impression is a great impression!
Every person who is part of your company, every word that is uttered and every piece of material put out by your business helps to create that impression. Each of these things is a part of the picture that works to build an image and maintain a positive customer connection.
For example, we seek to leave something memorable when we introduce our company or services to a prospective client. Your collateral materials best illustrate the impression that is left behind. This can include everything from your business cards and stationary to brochures and sales literature. It can also include flyers, direct mail, annual reports, product catalogs and other types of multimedia. What do your collateral materials look like? Is your image up to date? Is your “brand” recognizable? Can people easily ascertain what product or service your company provides? Is your message clear? Collateral materials are a major part of your “footprint” and it is of utmost importance that they be consistent time and again.
While reviewing your collateral materials for content and consistency, also include a review of any advertising materials that are currently being used by your company. This should include a look at your current advertising plan and the types of advertisements your company runs in print, on radio or television. Also be certain to include online advertising in addition to direct mail, trade show exhibits and sales promotion materials. Point of purchase materials should also be reviewed to insure they are consistent with the impression you want your business to have. Advertising is a way to help accomplish sales and marketing objectives. It should increase awareness of your product or service. It is also a tool that can be used to create acceptance, shape attitudes and influence people. It can help to make your business the preferred one in your field. Are you getting a tangible return for your investment?
Every company or organization is faced with winning and maintaining the approval of the public. Think of how your business is viewed by customers, prospects, employees, suppliers, neighbors, news media, your shareholders and the business community at large. Your corporate communications package should include a review of how you are perceived in a number of areas. Take a look at how your press releases are written and whether there is a consistency in the overall message they convey. Look at how any feature stories on your company are written and whether you have shared your company’s mission and message appropriately. Don’t forget that corporate communications need to be consistent to help make a picture complete. Be sure to include newsletters, press relations and announcements in your evaluation.
Another part of the process should include a review of your employees and how well they complement your business image. Are they courteous on the telephone? What is the first message that someone hears when he or she places a call to your business? What is the first thing they see as they walk through your door? When they receive a piece of correspondence from your business, is it neat and well written? Put yourself in your customer’s shoes and try to think of how they really see your business. Well-trained employees with great customer service skills are vital for growth and higher profits.
As you can see, there are many areas to consider when looking at whether you have completed the puzzle to develop a picture of your business. Take all of them into account to have a more successful and profitable business. Invest the time and resources to insure a complete review of your business picture. You will be glad you did. Then you answer honestly that all-important question. Is your picture perfect? |
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