Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_6', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 8 Getting Strategic before Getting Creative 107 Dealing with prospect perceptions If you want your marketing efforts to change market perceptions you need to start with knowledge about what your prospects currently know and think about your business or product. Use your own instincts and those of your staff and colleagues to answer the following questions Have prospects heard of your business Do they know what products or services you offer Do they know where you re located or how to reach you Do they see you as a major player If they were asked to name three suppliers of your product or service would you be among the answers How do they rate your service quality pricing accessibility range of products and reputation Do you have a clear brand and market position or a mistaken identity in their minds Be candid with your answers. Only by acknowledging your shortcomings can you begin to address them through your marketing efforts. A new destination resort might write the following prospect opinion assessment The majority of our prospects are not aware of our existence but among those familiar with our name we are known to provide an experience competitive with the best resort offerings in our state. We need to reinforce the opinions of our acquaintances while extending awareness to our prospects and especially to those opinion leaders whose recommendations are most valued by our affluent and socially connected target market. Stating gour desired outcome Some advertisers use the tired phrase more bang for the buck as they work ineffectively to pack a dozen thoughts into a sales letter a 30-second radio commercial a postcard mailer or a miniscule print ad. Don t be greedy. Present one clear idea and chances are good that you ll communicate one clear idea. But if you try to present two or three messages you re likely to communicate nothing at all. 108 Part II Sharpening Your Marketing Focus Four out of five consumers read only the headline in a print ad they .
