Using media to effectively communicate your marketing message with Thom Johnson.
by Mike J. Agugliaro
In this week’s episode of The CEO Warrior Podcast, Mike Agugliaro interviews Thom Johnson, who has been a marketer for businesses for more than thirty years. During the podcast, Mike and Thom discuss using media to effectively communicate your marketing message.
Main Questions Asked:
- What are the big problems you see in marketing?
- Can experts really save people time and money?
- What types of messages should be utilized in good media strategy today?
- How do you show trust in your brand?
- What is the difference between brand, marketing, and direct response?
- Does brand and brand messaging change? Why, and how often?
- How does someone evaluate his or her brand?
- How does having a story around a brand empower it?
- Talk about the difference between a brand and a logo.
- How do brands evaluate effectiveness versus its competitors?
- How do I keep my brand in the face of everyone who should be seeing it?
- How do you use focus groups to evaluate brands and marketing?
Key Lessons Learned:
- A lot is driven by anecdotal rather than strategic thinking about message delivery.
- A good communication platform incorporates two approaches:
1) Brand Messaging
- Identify a unique benefit or comparative advantage in your category that resonates with consumers and that you can deliver on.
- Develop a message in an interesting way.
- Find the ways to communicate that to consumers as a promise.
- When consumers check your promise and find that it’s true, they trust you.
- Trust is the cornerstone of any great brand.
2) Retail Messaging
- There is a parade of consumers who are buying today.
- The key is, ‘How do I capture the consumer who is buying today?’ This is usually built around incentives.
- There is a difference between having a ‘reason’ to buy and an ‘incentive’ to buy. This is the difference between branding your product and doing retail messaging around it.
- Stay true to your heritage and the unique benefit of the comparative advantage that makes you stand out against the competitive influencers in your category.
- Even though brands evolve and take on new characteristics and elements, it typically shouldn’t be a shifting thing.
- What are the things you deliver to a consumer?
- If consumers check out your promise, and it’s not true, then you have destroyed the opportunity to build a life-long relationship.
- Hang on to the heritage and drive the thing that drives the thing that makes you stand out in a competitive field.
- As a business owner, your brand is the most valuable thing you own.
Evaluating Your Brand
- Be conscious of what the competitive field looks like.
- The essence of a great brand is defining what it is and what you deliver on.
- It has to resonate with consumers. If not, then you have lost the opportunity to engage with them, even if it makes them distinctly different.
- What is motivating the consumer to transact in these categories?
- Is your brand a ‘fad,’ or is it sustainable product?
Stories Empower Brands
- A story is something that engages a consumer on an intellectual and emotional level.
- Logos capture the essence of the brand that people can relate to, and becomes the shortened version of the brand and story.
- A brand story is something the consumer can purchase in the logo, and is a way to connect to the brand.
- This is the cornerstone of great brands. It has to be earned every day.
- The brand manager is there to protect the brand and the way its formulated and delivered, as well as way the consumer and trade partner perceive it.
- Be one thing to the people you want to do repeat business with, and not all things to all people.
- Don’t dilute your brand.
Brand Evaluation Versus Competitors
- The way to evaluate is via recurring income.
- What percentage of transactions consumers have in the category do you control? This is your brand power.
- One of the metrics is how many category providers does it take to achieve 70% share of the category volume.
- Understand how consumers are transacting in your business, as this will define a lot of activity you should be looking at.
- Sync your message to how the transactional process is occurring.
- There are two approaches when doing research:
1) Quantitative approach (numeric)
2) Qualitative approach (emotional)
The 5 Buying Styles
1. Penny Pinchers
- These are driven solely by price.
- The strategy is to present pricing at the margins you are most comfortable delivering.
- If they say no, move on, as you won’t match their strategy of buying at the lowest possible cost.
2. Conscientious Consumers
- These buyers are penny pinchers with brains, as they can be moved up incrementally on the buying scale if you can demonstrate enough benefit.
- They will self-identify by asking what they will get for the extra money.
3. The Buyers of the Best
- They don’t care about price, and only care about benefit and feature.
- Always talk benefit and point out how the product or service makes life easier.
4. Brand Loyal
- Brand loyal and tends to do the same things over and over.
- Show the buyer how what your selling matches up well with what they currently have.
5. Swayable Shopaholics
- This buyer wants to learn everything.
- They get into specific things such as technology specs.
- The strategy is to listen, as they will tell you the specs they are looking to buy.
- When they get what they want, they will transact immediately.
- Always determine what your brand is.
- Ensure you communicate it concisely and precisely to your consumer base.
- Be a great steward of your brand and protect it at all times.
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Links to Resources Mentioned
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