To build your business and reduce your cost of sales

The more people have to think about whether to do business with you or a competitor, the more it costs you. Why? Because,

1. Fewer of them are going to choose you.
2. Those that do are going to take more time, effort and money to land.
3. That means increased marketing, advertising, and sales expenses.

Ideally, you want prospective clients or customers to think of you first! Smarter Marketing involves creating a branding and marketing strategy and the integrated marketing communications to help increase your mindshare, lower your cost of sales, and accelerate your business. Here's how:

1) Clearly differentiating your business

If prospective clients aren't sure how you are different from your competitors, you don't stand out, and that costs you. If you appear to be just another banker, baker, or candlestick maker, your business marketing and sales costs are higher with every prospect.

Instead, you need clear and persuasive differentiation. That way, prospective customers don't have to think about whether your company is any different from any of the others. They know.

2) Building a memorable brand

Here is a prime example of what having a strong brand can do: When you think of income tax preparation services, what name comes to mind first? H&R Block. For someone who doesn't have an accountant and doesn't want to prepare his own taxes, the choice is H&R Block or someone else. There isn't even a second choice! All of the other tax preparation firms, large and small, are included in "someone else."

Are you the H&R Block, and are you the "someone else"? Let's talk about what having an appealing, memorable brand could do for your business.

Read about the 21 high-value returns on investment (ROI) in branding.

3) Creating a compelling message

Once we have resolved how to differentiate and brand your business, we then have to determine how to communicate that to your prospective customers. It is the rare business that clearly communicates its unique message in a way that, a) truly engages its target audience, and b) is highly memorable.

The strongest brands have messages that resonate with their audiences, like Nike's "Just do it." Developing an engaging, memorable marketing and branding message can reap major rewards.

4) Consistent and integrated marketing communications

With your brand strategy established and your marketing message crafted, executing consistently across media increases your memorability, reinforces your brand image, and boosts your mindshare. Consistency is essential! And an integrated program of business marketing and advertising across media reaps the biggest rewards.

You want prospects to immediately recognize, whenever they see an ad, Web site, brochure, mailer, or even a business card, that it is for the your company. That way, your consistent branding and messaging can resonate with them without them having to think about it. That is Smarter Marketing!

See our case studies for examples of the Smarter Marketing we have done for other clients. Find out about accelerating your business marketing with the Smarter Marketing firm. Give Reid a call at (415) 456-6265. Or email him.
 

Reid Neubert + Friends – Strategic Branding & Marketing Firm in the San Francisco Bay Area.