Cutting Through Marketing Clutter

Cutting Through Marketing Clutter

Are there silver bullets for today's cluttered marketing arena?

Brand building attempts are everywhere today. We need to look no further than professional sporting events to be exposed to advertising overkill. In baseball, superimposed ads behind home plate are changed every inning. NBA basketball games change their scorer's table ads with each possession. PGA golfers each have their sponsors. Those sports have finally caught up to NASCAR, where they have never been bashful about a product comprised of mobile billboards and uniforms quilted with logos. If sports aren't enough of an example, try surfing the web without pop-up ads disrupting your experience. (For those, I recommend installing Google Toolbar, a functional remedy and useful tool.) This paragraph is brought to you by Google. We now rejoin my argument, already in progress.

The point is, as consumers, we are inundated with marketing messages. How do you, as a marketer, effectively rise above the clutter and compete with deep-pocketed brand builders?

Walt Koschnitzke of Dream Makers/Next Media has helped advertisers compete for attention and recognition for two decades. He has watched marketers launch their claims of superior quality, value and service to the point that their messages are no longer believable or effective. Whether they are true or not, are they really saying anything different than anyone else in their industry or any other? Does anyone really believe them? Walt believes that the key to striking a chord with your target market is a deep understanding of your organization's core values. What are the standards that your company refuses to compromise? This is what makes your company truly unique.

When you effectively communicate the attributes that truly make your company's buying experience special, you allow the law of attraction to resonate with the group of customers who share your values. You can then develop an emotional connection to transcend the clutter.

Four Bullets for Finding Your Silver Bullet

Have you defined the core values of your organization?
Are they communicated to all employees through both words and actions?
Do you understand the benefits that these actions uniquely deliver to your customers?
Have you developed an effective way to articulate these benefits to your marketplace?

If you can not answer these bullet questions positively, are you going to battle without the proper ammunition? What opportunities are you missing to strike an emotional chord with potential customers? How much business have you been leaving on the table?

If you can answer yes to these questions, you have the basis of a powerful marketing message that can rise above the clutter of those attempting to claim: best quality, best service, best value.

Authors note:

A past article takes a deeper look at the market power of core values. We examined a tale of two brands: one dominant and one defunct.

Tom Lemanski of Vista Development serves as an executive coach and performance facilitator. He works with clients in a variety of industries to strategically develop their key performers. Vista's clients report measurable improvements in their ability to manage, sell, grow, innovate and profit.

Email your comments and feedback to: tom@vista-development.com