A marketing makeover is the easiest method to increase customer traffic and fill the sales pipeline with prospects.
The most common error for a business to make is to mistake marketing and sales, although the two frequently go hand in hand. Marketing is the methodology used to introduce a prospective client to a business. Sales are the finishing touch to the marketing activities – using the marketing materials to help persuade potential clients that the product is the best solution for their needs.
With the accumulation of information on the internet, marketing business is no longer as simple as putting up a website, handing out some fliers and designing a functional brick and mortar store in an area with high traffic for a particular product.
Thinking about what type of customer is drawn to a specific product and acting to bring that customer to business sounds very easy. In reality, everything from the website color scheme to the way a business market has a positive or negative impact on their customer base. And the customer base is who a business wants to speak positively about your brand.
Changing the Logo
The art of a marketing makeover is making sure the marketing matches the perception of the customers. One of the more time-consuming activities is making sure the logo still fits with the direction of the business. Businesses change over time, the customer needs and base change, and the direction of the business changes with the external forces in the marketplace.
Designing or revamping a new logo to better reflect the corporate identity involves developing a clear corporate message. For instance, a business that focuses on simplicity should have a simple logo with clean lines to support marketing messaging.
Updating the Collateral
It’s easy to design collateral and assume that it will convey the marketing message over long periods of time without making any changes. Updating the collateral provides the sales department with a fresh perspective for prospective clients. The print collateral provides the ability to reinforce brand messaging, items that distinguish the business from its’ competitors and to tell the story of the business.
Revamping the Website
Website design has come a long way since the inception of the internet. The trend today is a sleek and simple design that appeals to a broad audience. Cluttered websites that take forever to load are a thing of the past.
When hiring a web design firm to revamp or update the website, interview the firm to ensure they are knowledgeable in current design methodologies, SEO and SEM. Take a look at some of their previous work, and discuss with them the corporate messaging the website should convey.
Retail Packaging
Any business that sells a packaged product should revisit the retail packaging scheme on an annual basis. In a global environment, and depending on whether a business is selling in a metropolitan area with lots of international traffic or a smaller area with more localized customers, it is essential to display consistent messaging, perhaps in multiple languages. Understanding the customer base, retail sales cycles and effective pricing techniques will help determine what updates for retail packaging are required.
Marketing Updates Should Increase Business
American Express used to engage in a direct marketing campaign that highlighted the selective nature of the credit card company. They sent out direct mail stating that “The American Express card isn’t for everyone”. Applications shot through the roof.
Navigating an economic downturn or riding the wave of big consumer spending takes a certain amount of business savvy. Ensuring a steady pipeline of customers that can find a business and relate to the marketing messaging of that business requires an annual update or review. The review can be done in-house or an outside firm or consultant with expertise in strategic marketing and any suggested marketing makeovers should be evaluated with an eye towards increasing the customer pipeline.
