Oct 20 2008
Let’s start with your image
Let’s start with your image
Last week we talked about getting off our heels and putting new life into our marketing efforts to benefit our businesses. I’m sure we have all read or heard of businesses that prosper during downturns. One thing they have in common is energizing their marketing efforts for their widgets. And their success doesn’t require selling the magical widget. They separate themselves from the crowd of competitors and demonstrate why their service or product is at least as good as what’s out there and why potential customers should buy from them.
Let’s start with your image. Recently, our business group had a presentation from another sign company who specializes in electrical signs. He put together a number of slides of fellow members’ buildings, but had erased their signs from his photos. The first reaction was obvious; every business needs signs. But the next reaction was, at least for me, I should update my signs. Not just on the building but vehicle signs, decals, etc.
If you decide to freshen up or change your image, get input from employees, customers and vendors. In the old corporate days when considering a logo change, it was fascinating to see the diversity of answers to some specific questions:
- How would you, employees, like the company to be perceived?
- How do you, employees, think you are actually perceived in the market?
- How do you, customers and vendors, perceive the company in the market place?
- How do you, customers and vendors, want the company to portrayed in the market?
- What would you recommend, all parties, to achieve the desired perception-status
quo, just change colors, new logo, etc.
We were recently fortunate to produce for a local, established car dealer, decals and vehicle graphics that sported their new logo. It was a combination of new and old-impressive! You don’t need to be Proctor and Gamble with high priced MBA’s from Wharton or Northwestern to re-brand or repackage the same widget… or cereal.
Just redoing your existing signs and decals is a powerful statement. It shows customers, potential and existing, that you’re proud of your company, and a perception of success-that you reinvest back into the company. It’s also reassuring to the employees, especially if they are driving your rigs.
So think about freshening your image and market perception. And don’t forget to renew contacts with existing customers and those with whom you think you really should be doing business. Attrition is a fact of life and another reality is that many of your friends and business acquaintances don’t know what all you offer. More than likely they have someone on staff that is buying your type of widget. But if they knew you offered the same product, in most cases, they would prefer to buy from you!
Good Selling!
