Tag Archive | Marketing Mix

The Hope of Marketing ¸.•*”

written by Denise Kennedy

¸.•*”

20140423_090056Satisfying the hope of your market, makes business a sweeter experience!

Maybe the word ‘hope’ drew you to this blog today, or possibly you are a keen marketer and advocate for all things digital? I am currently studying the history, life and power of digital marketing, endeavouring to better my own knowledge of the subject, helping others do the same, and also strengthening my brand platform. It is a vast subject, but what has grabbed my attention from the starting line is the whole idea of the ‘hope’ we seek to give our customers, followers and readers.

As marketing advocates, our deepest desire is to strengthen the trust relationship we develop with others through our web content and everything we do. We want to create a platform where our brand is trusted, relied upon, purchased and engaged with in a deeper way. We long for longevity and commitment from our audience, ensuring that they will see us as a profitable, reliable and trustworthy investment.

So when people interact with your brand or service, do they come away feeling positive or disappointed? When you promise something are you absolutely sure that you are delivering what they expect? This brings me to the introduction of two important words, ‘hope’ and ‘expectation’. You should desire to build a reputation with your audience where they believe in you, have hope in you and  become loyal to you. We cannot control the internal expectations of our target group, but we can try to understand their expectation and then incorporate those things into our media campaigns, wherever it is possible. We have direct control over the message we deliver and strive to build. If a customer becomes disillusioned with our brand they will abandon us and relinquish any relationship with us. As you develop and strengthen your relationship with the target market, it is imperative that you do not offer what you cannot deliver.

Marketing is a powerful form of communication, finding much comparison with our own personal and professional relationships. You will cause a person to lose confidence in you if you continue to promise things that you have no intentions of delivering. One of my pet hates is the failure of professionals to follow through on their promise and falling short in communicating about important issues. Here is where the strategies of project management are vital.

So moving forward, as you build your brand or product campaign, be sure to critically  analyse the things you are promising, while continually striving to remove any doubt in the heart and mind of your target market that you can deliver. Let this also permeate into your personal and professional relationships, and the sea you sail on will certainly be a smoother one!

Denise ¸.•*”¸.•*”¸.•*”

Credible & Incredible? – *.¸.*♥ღ

Credible & Incredible? – *.¸.*♥ღ

written by Denise Kennedy

As I sat in my Strategic Services Marketing lecture, in order to complete my Bachelor of Business Hons Degree in Entrepreneurship, I was strangely challenged by an innocent word play.

Let me fill you in…

We were discussing the various ways one would develop your company’s ‘Flower of Service”, with a view to offering the best functionality for the service or product that customers are willing to pay for. We discussed the various ways you can add value to your customer’s experience while also running an effective and innovative marketing strategy. It is all about the core of your service plus your additional back-up services, which guarantee you the differentiation you desire. The ‘petals’ you develop as part of your marketing strategy are of immense importance, but so are other elements.

So, as the word ‘credible’ was suggested a few times, and we tossed around the idea of creating these added services as a business, I started to think about the word ’incredible’. The Incredible Hulk would never have become the superhero we grew up believing he was, if it were not for his superhero powers to impress and deliver. So in the latest new word of my amazing little nephew/godson, be “CLASS”, be a class person who delivers in an awesome way!

I would imagine every entrepreneur, whether an innovative product designer or a creative service manager, wants to be ‘incredible’. But I am also pretty sure they want to be ‘credible’ too, wouldn’t you?

So how does this translate? Well, I went off on a roll thinking about these two words and their definitions:

CREDIBLE: Able to be believed; convincing. Capable of persuading people that something will happen or be successful. Being capable of being believed; plausible. Keeping your word, being worthy of confidence and reliability. Being of sufficient military capability to deter an attack or carry out an operation successfully: Those of you involved in the marketing world may have heard of the term ‘credibility gap’: this describes the difference between high expectations aroused by unrealistic claims, and the actual performance of a product or service.

So for a moment let’s just switch to my other focus word and see how it is defined.

INCREDIBLE: Marvelous, amazing, astonishing, barely believable. It can be described as possessing a rich quality that provokes amazement and awe from your audience or customers.  Others see it as maintaining a quality which is awe-inspiring and astonishing.

If you look at your own person-hood as a brand, do you see yourself as a trustworthy person who delivers credible value to those who do life with you, or are you more concerned about your ‘incredible ways’ than to bother with maintaining a strong ethical stand when it comes to fulfilling what you promise? These questions provoked me, and I considered the many organisations worldwide, who promise a product or service of infinite value to their consumers/users, while failing miserably in their real genuine power to deliver.

As I embark upon a new chapter in my writing career, I am so aware of the importance of being ‘credible’ and ethical, while hungering for the ‘wowness’ of the ‘incredible factor’ also. These are deep questions which should cause us to challenge our core beliefs. I believe it is possible to encompass both of these amazing qualities into our marketing mix, our ‘Flower of Service’, and more importantly our dealings with colleagues, family, and friends on a daily basis. Good petals are only valuable if they are equally as credible as they are incredibly wonderful!

In my current studies, I am seeing many stories of human resource departments having to fire people due to their poor moral standards, ethics or personality traits. It is sad that people who tick all of the boxes in remarkable ways, can fail in the personality department and lose their employable strengths over it. You may deliver incredibly well in your interviews, but turn out to be an awful person to work with every day. Be careful! be credible and incredible.

Denise Kennedy