Advertising can't do it all.
As a matter of fact, if your Marketing Bridge is not in tact, advertising will actually hurt your business.
Before I further explain the Marketing Bridge, we must understand what marketing really is. Marketing is ANY touch between your business and a potential customer, internal and external.
The Marketing Bridge represents the 5 areas that connect your business and your customer.
The bridge begins with an evaluation of Your Business before a customer ever enters into the picture.
YOUR BUSINESS
¨Quality Products
¨Location
¨Reputation
¨Service
¨Financing
¨Parking
¨Business VitalityDelivery
Now, you don't have to be the cheapest, but we need to know where you stand in the competitive environment. We need to build a value story in order to justify the pricing. This is a whole other topic i will cover later.
PRICE/VALUE
¨Is Your Price Right for Value received?
¨Is Your Price Competitive?
Next we move to Advertising, that link that connects you with the customer. All that advertising can do is communicate. If your strategy is sound and the message is persuasive, people will give you a shot.
ADVERTISING
¨PROPER MEDIUM
¨QUANTITY
¨CONSISTENCY
¨PLANNING
¨TIMELINESS
Now that you have advertisied and people come to you or call, what is their experience going to be like.
MERCHANDISING
¨Cleanliness
¨Attractiveness
¨Display
¨Lighting
¨Items Properly Marked
¨Orderly
¨Timely
PERSONAL SELLING
¨Product Knowledge
¨Suggest Selling
¨Product Benefits
¨Sincere
¨Helpful Attitude
¨Smiling
¨Dress
We have covered the 5 areas of the Marketing Bridge and it is up to you to decide strengths, weaknesses, areas to improve, etc. You don't have to be perfect, just understand where you are.
Email me if you would like a copy of the Marketing Bridge and Marketing Bridge Review Worksheet. rcovert@gpmnow.com I am available to teach your staff about the importance of the Marketing Bridge and how to make your advertising work better. Would you like your advertising to work better?
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