Branding Tip of the Day

Daniel Wooster — Fri, 18 Sep 2009 14:25:33 +0000

I want you to think about the menu at your favourite restaurant. Remember the choices — Veal Parmigiano, Penne a la Vodka, Surf ‘n Turf — and the inevitable question, “What do I feel like getting?” The key word for me in that sentence is FEEL. Patrons make decisions at restaurants each day based on their unique wants, needs and desires, specific to that moment in time. Making a decision about a product or service is no different.

I want you to think about marketing in this way. Using a single medium for marketing is not as effective as it used to be. The reason being is one byproduct of the number of marketing channels available (and let’s face it, we live in an era of unprecedented opportunity for companies to market) is that consumers have earned the right to be picky — to say, “What do I feel like getting?”

Multi-channel, integrated marketing allows you to reach out to your audience and give them the opportunity to consume your message based on their preference.

Think about this the next time you’re at your favourite restaurant and wonder, “What do I feel like getting?” You’re not just a discerning connoisseur…

Coming up Next: How to create a marketing menu that will leave your audience salivating. Stay tuned.

-Daniel

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Branding Tip of the Day