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Bollin on Business: Message in a bottle

By Mark bollin

Published: Thursday, August 28, 2008 9:22 PM MDT

Originally published July 11, 2008

There is a crisis upon us. It has been gnawing its way into our lives word-by-word, bit-by-bit, blog-by-blog, for years. It’s the information crisis. Not the lack of it, but simply too much of it.

Our brains are somewhat adept at sorting through the packets of information that wave before us like stalks of wheat on a Kansas farm. Still, our challenge in business is to become worthy of recognition and patronage. Kind of like being the tallest stalk of wheat in the field.

Most failed efforts at branding or lackluster advertising can be traced to a poor, weak, or a non-existent message. Whenever I hear that an advertisement “didn’t work,” “we didn’t get any response,” or “nobody understands my business.” I immediately look to see what the advertisement or brand was saying to the target audience. Each advertisement should carry the following:

Your Brand - Unique graphic or other elements that describe and fortify your business and deliver you special business personality to your target audience. This could be your logo, tagline, or unique graphic designs in print advertising, a jingle or special music or voice in radio advertising, or a combination of the two in Television/Web advertising.

Where to Go & How to Contact You - This seems so basic but is often overlooked. If you have a hard-to-find location, small maps or written directions help. Make sure your phone number and Web address are correct, visible, and informative, too.

The Message in a Bottle - a compelling reason to act. What would make a potential customer decide to get off of the couch, climb into the car, and drive to your business rather than to your competition? This is the ultimate action statement. I call it the “Message in The Bottle” statement because it should have the same impact and clarity of a statement that you would write, put in a bottle, and launch into the ocean surrounding that deserted island on which you are stranded. Examples: “Buy 1, Get 1 Free,” “Guaranteed Lowest Price,” “Sale! 25 to 75 percent Off”; “Grand Opening,” “Free Delivery,” “3 New Models Now Open,” “2 Years’ Free Gas,” “Most Fuel Efficient Ever,” “Free Shipping,”;“New Lunch Specials.”

A Campaign, Not Just an Ad - Don’t be a “cash register marketeer.” Successful marketing isn’t about a single ad, or what is in the cash register on Friday. It is all about creating a positive presence in the competitive marketplace. It is an annual plan based upon the goals and objectives that you set for your business. In the end, good marketing programs never “cost,” they more that pay for themselves with additional business

I can recall a business that just wouldn’t promote itself and didn’t believe in marketing. I received a call from the owner one afternoon saying that it was going out of business. It wanted to advertise the sale of the store fixtures and remaining contents. I put a small campaign together for them. The result? Every store fixture, and the remaining inventory, was sold! If a good marketing campaign can sell the fixtures and inventory of a failed business, what if that campaign had been applied to grow the business instead?

Make the Pieces Work Together - Now that you have the message and the brand communicated, make sure that your “pull through” is ready, too. Does your outside and inside signage match the promotional elements? Is your branding carried through all promotional pieces? Does your Web site carry the same elements? Are you delivering what you said you would?

In this world of information overload, your customers have even less time to digest why they should pay you a visit. Make it easier for them. Give them a clear and important “Message in a Bottle.”

Even text messengers have a knack for reducing communications down to a minimum. While I don’t expect to see an OMG GR8 SALE headline in the near future, use advertising space and airtime wisely. Resist the urge to cram as many words into a print ad, radio, or TV spot as possible. Work with your marketing representatives to create a strong and effective message. Make them your “marketing partner.” They know what works and what does not.

Mark Bollin is marketing director of the Green Valley News. Contact him at mbollin@gvnews.com or 547-9760.


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