“Building A Bridge To Your Customer – Using Modern Social Vaccum “VMAP Branding Theory”


Building A Bridge To Your Customer Posted by iCoach  Arthur Tassinello

Written By:  G. Douglas Burson/MediaWeaver


How Much Do You Really Know About Advertising And Promotion?

This is a question I often ask myself and you need to ask yourself as well.  In my last consulting position, for a retailer, I had many discussions about where to advertise, when to advertise, especially if your talking about radio or TV spots, how often to advertise and how much can we afford to spend. In addition, the biggest question is always, “can we not afford to advertise?”

You see, no matter how long you’ve been in business, no matter how many customers you have and no matter how successful you are, advertising a little or a lot is a must.  Why? Because there are always new potential customers looking for what you are selling and even your tried and true customers want to hear from you and get a deal every so often.

Also, remember to brand yourself.  What does this mean?  It means having a consistent message telling the world exactly who you are, because if you don’t know what you do and who you are, and who your target audience is, then neither does the rest of the world.  Be consistent!

While you may not be in Kansas, Dorothy, what my friend Doug Burson offers is something to look at and consider.  And if you are in Kansas then it might be wise of you to look him up and have a discussion.

BUILDING A BRIDGE TO YOUR CUSTOMER

By Douglas Burson, Summit Publications, Inc.

(AS PUBLISHED ON WORDPRESS, FACEBOOK AND TWITTER)

In most businesses, 20% of your customers from one year ago are gone.

Price, location, selection, instant availability, reputation = your brand.  Your business.

YOU KNOW MORE ABOUT YOUR BUSINESS.  I KNOW MORE ABOUT YOUR CUSTOMER.

After 24 years as owner of a national advertising firm, I’ve learned there is one constant.  Change.

How could you possibly and effectively combine these media in a meaningful way that causes customers and clients to “stick” with and to you – all while you operate your business?   Promise:  You do not have a person in your organization who understands how to cost-effectively select and weave these media together:

A.  Print Directory Advertising

FACT:  One-Third of Jackson County, Missouri, residents do not have access to the internet.

FACT:  “It’s not your mother’s Maytag……”

“But it’s still your mother’s phonebook…”

FACT: Babyboomers, women, money are the key targets of Print Directory Advertising.

Summit Publications is a local business that for the past eight years has been involved in Print Directory publishing (18 Trading Areas) reaching 1.2 million Kansas Citizens.  We also recently formed a subsidiary, BestLocalSearch.com, which is an Internet platform designed to bridge local search print results with hyper-local internet to reach consumers throughout the area.

Our 30-person sales force contacts more than 50% of all businesses each year, supporting you with comprehensive radio, print, publicity, iPhone texting/couponing, etc.  We also are the local provider of Internet search and hardbound search directories in association with the Kansas City Royals, Children’s Mercy Hospital, NASCAR Nationwide Series, CAPA and more!

How could you possibly and effectively combine these media in a meaningful way that causes customers and clients to “stick” with and to you – all while you operate your business?

B.  Local Online Search and SEO Lead Channels

http://www.bestlocalsearch.com

Hyper-Local.  Consumer “Stickiness.”

FACT:  “Reviews, recommendations, video, smart phone applications, bounce-back texts, hotlinked with your website.”  — Measured and putting a rocket booster under your website’s search results.

How could you possibly and effectively combine these media in a meaningful way that causes customers and clients to “stick” with and to you – all while you operate your business?

C.  “Groupon-Type” Offer Delivery….. NOT Google ResultsKANSAS CITY RESULTS!

You determine the offer, the timing, and the limits.  TRUE, no-cost information delivery.

LOCAL DEALS:  “Showcase your business and attract new customers risk-free and online where your buyers are.”

To learn more and sign up for BestLocalSearch.com

http://www.bestlocalsearch.com

How could you possibly and effectively combine these media in a meaningful way that causes customers and clients to “stick” with and to you – all while you operate your business?

D.  “Val-Pac-Type” Offer Delivery

It’s almost certain one of your neighboring businesses has printed a coupon, placed it in an envelope (along with 40-50 other coupons) and “snail-mailed” them to thousands of people    — all for one great price called “ValPak” – along with its “signature Blue Envelope.”

Instead, Summit Publications micro-targets businesses and consumers in each of its unique 18 trading areas.   The combination of “flush-cut inserts,” “tip-on” cover offers, etc. can be better alternatives.

FACT:  “Print Directory advertising has a retention of 18 months…everyday.

E.  Social Media

Do you know the 70/30/10 strategic approach to Social Media?  It’s not what you may guess by visiting my Social Media advertising and message networks:

http://twitter.com/#!/Douglas_Burson – Approaching 20,000 “Followers”

http://www.facebook.com/douglasburson – More than 1,000 “Followers”

http://youtu.be/67gu-2EM2pg – New YouTube Channel 500 “hits” 5 Days (No Promotion)

G. DOUGLAS BURSON/LINKEDIN:  “Slightly less than 200 “Followers” and you must be a member.”

How could you possibly and effectively combine these media in a meaningful way that causes customers and clients to “stick” with and to you – all while you operate your business?

Call Me.  Always Here.  Always Fresh.  Never Frozen.

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