Jay Sachetti joined Jeff O’Brien, partner at Husch Blackwell and Dyanne Ross-Hanson, president of Exit Planning Strategies talked about the market for mergers and acquisitions, exit planning opportunities for companies that don’t end up for sale and how companies can maximize their eventual sale price during an early October panel at the first Upsize on Tap event at Summit Brewing Co. in St. Paul.
When the state Legislature passed a law requiring employers to provide paid leave and safe time for employees, Justin Bieganek started hearing differing details from friends, colleagues and peers.
Unfortunately I don’t always get such an immediate response from small-business owners. Growing organizations often have a tough time defining and articulating their core messages.
It’s not because these companies don’t know what they’re doing. On the contrary: Most of them are profitable, rapidly growing businesses. But they tend to put the cart before the horse, so to speak, where messaging is concerned.
Years ago, Avis took the idea of being second, but not second best, and turned it into, “We’re No. 2 so we try harder.” It was one of the most successful campaigns in the history of advertising because it was created from a core message.
Many firms spend thousands of dollars figuring out a catchy tagline. Yet most of them haven’t determined the underlying messages. To begin writing a brochure, developing an ad or engaging in a public relations campaign, as a business leader or owner you have to determine your firm’s core messages.
What are the messages that will drive home the desired brand perception to key customers and influencers of that brand? What differentiates your company in its category? What are the real selling points of your service or product?
Which type of business?
How do you go about determining your set of core messages? First, keep in mind the type of business you’re in. Retail operations typically use shorter term messages, with a much stronger call to action.
These can include messages about new products being introduced, that your store is the trendiest in town. Perhaps you’re a grocery store, and your customers need to know that you have the freshest produce.
Business-to-business companies should have a handful of core messages to develop brand image, along with name recognition.
Product companies need messages that communicate the brand image in a way that ‘sticks’ in their target customers’ minds.
Services firms have an even tougher time finding differentiating messages. Core messages for these firms are typically longer term and more complex. After years of being ‘Big Blue,’ IBM’s small-business services unit wants people to think that they’re all about action. That’s been translated into a tagline that says “Enough talk. Let’s make it happen.”
If you have an outside sales force, or any kind of outbound marketing, a good way to find the core messages that are resonating with your clients is to spend some time with your top salespeople. Listen to what they’re saying in a sales call.
Your salesperson knows what messages are getting them to the next step with a client and they’re probably using them in every meeting.
Write down those messages that really make your client sit up and listen.
If your business is retail, do the same thing on the floor. Watch your salespeople interact with customers, and take note of the common themes in their sales pitches.
If YOU are the primary salesperson, I guarantee you have a few key things you always tell your customers. Those simple ideas are the foundation of your core messaging strategy.
Where to express messages
Once you’ve defined those core messages, when and where do you express them? I get a lot of questions about specific advertising opportunities. Most small- to medium-sized firms don’t plan their messaging strategy at a macro level, and they should.
If you want to make the most out of a small marketing budget, find out where your target audience tends to get its information.
There are a few easy rules to follow when planning your media strategy. If it’s a simple message, such as a sale, the message requires a response in the short term. That would usually call for some advertising in a publication or station that fits your demographic.
If you need brand recognition, to support direct sales or need to differentiate your business in some way, public relations is an excellent approach. But remember that PR is not free advertising.
Rarely will someone call you from an article mention, unless they’re selling you financial services. Public relations and media placement are best used to increase name recognition and support outbound marketing, not to create inbound calls from potential customers.
Finally, don’t forget about marketing your business online. Internet advertising, e-mail campaigns and online public relations can be cost-effective.
