By Jeff Dostal

Let’s be short and to the point today. Is your enterprise on enough “shopping lists”? The shopping list consists of the top two or three businesses the prospective customer would name for a particular product or service without aided recall. If a consumer is interested in carpeting, you want your carpet store on his or her shopping list. If it is, then you have created more than awareness. You have made a memorable and favorable impression. You are likely to at least have an opportunity to make the sale. Getting on consumers' shopping lists is a key advertising objective. How do you get on this shopping list? You have to tell the consumer what they are looking for…the reasons to spend their money with you. You can’t tell them once and expect them to remember. You have to tell them frequently and consistently. This, combined with a message that will have an impact on their decision will put you on their shopping list!

Jeff is President of Marketing Firepower and an experienced marketing professional. He has helped many business become successful through the effective use of advertising.

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By Norton E. Warner

The following is an excerpt from the book David Can Still Beat Goliath, by Norton E. Warner:

What is capturing the mind of the consumer? The objective of many advertisers seems to be to create an awareness with as many prospective customers as possible. But to capture the mind, you must go well beyond simple awareness. You must achieve a “consumer franchise”. This means the consumer will patronize your enterprise to the exclusion of your competition. When the consumer needs the product or service you provide, your enterprise will be the only one that comes to mind. Creating this consumer franchise is easier said than done but you can do it. Ask, "Have you ever heard of (insert your companies name here)?" and someone with awareness and aided recall may say, "Yes, I've heard of (your company)" Have you won the battle for this customer's mind? Not even close! Awareness of an enterprise falls far short of trust or preference, which alone, can attract and keep loyal customers. Effective advertising aims beyond "awareness with aided recall" to trust and loyalty. Consistent and effective messages shared with a specific audience will allow you to create your “consumer franchise”!

Norton is the author and creator of Marketing Firepower. Five decades helping businesses develop strategies, create campaigns, identify and target the most profitable customer and proper budgeting advice have all contributed to the Marketing Firepower information. Norton created Marketing Firepower to make his experience and success strategies available to businesses around the world.

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Tags: consumer franchise, battlefield, consumers, advertising, marketing

By Norton E. Warner

The following is an excerpt from the book David Can Still Beat Goliath, by Norton E. Warner:

Most advertisers see all ad media as performing the same function: getting the word out. The goal of most advertisers is to reach as many people as possible, believing that the medium chosen makes little or no difference as long as money is being spent on advertising. Such assumptions and practices produce nothing but ineffective advertising and wasteful spending. All advertising media can be effective, but they work differently and perform distinct functions. A common mistake is to develop a budget and then spend it on advertising without any thought as to which medium offers the best solutions for advertising and promotional needs. Many enterprises assume that the longer the list of media used, the more people they reach and the more effective the campaign. Quite the opposite. Even the most prosperous companies have budget limitations. Buying a little advertising from every sales rep who calls on you is a waste of your advertising budget. Concentration of budget on the best ad medium for you is critical to making advertising work for you.

Norton is the author and creator of Marketing Firepower. Five decades helping businesses develop strategies, create campaigns, identify and target the most profitable customer and proper budgeting advice have all contributed to the Marketing Firepower information. Norton created Marketing Firepower to make his experience and success strategies available to businesses around the world.

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Tags: concentrate and sell, david can still beat goliath, advertising, media, marketing, budget

By Norton E. Warner

The following is an excerpt from the book David Can Still Beat Goliath, by Norton E. Warner:

John Wanamaker, the legendary Philadelphia retailer, said, “Fifty percent of my advertising does the job, 50 percent is wasted. The only problem is, I don’t know which 50 percent.” Much of the money spent on advertising is wasted. Businesses can ill afford to waste any of their advertising expenditures. There are many ways to waste advertising dollars. If the enterprise is properly conceived, fills a niche, and can attract and keep new customers, advertising can be a productive investment. If not, it’s just another expense - a waste of time and money.

Waste in advertising is everywhere, in every size business. Waste is often caused by advertisers who:

• Choose the wrong medium for their message.
  • Use the medium of choice incorrectly.
  • Target the wrong audience.
  • Fail to provide compelling reasons for customers to use their products or services.
  • Ask advertising to do something it cannot do.
  

Recognize wasteful advertising and avoid making the same mistakes. It will help you use advertising wisely. It cannot guarantee your campaign’s effectiveness, but it can put the odds in your favor.

Norton is the author and creator of Marketing Firepower. Five decades helping businesses develop strategies, create campaigns, identify and target the most profitable customer and proper budgeting advice have all contributed to the Marketing Firepower information. Norton created Marketing Firepower to make his experience and success strategies available to businesses around the world.

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Tags: John Wanamaker, wasteful spending, advertising, marketing

By Norton E. Warner

The following is an excerpt from the book David Can Still Beat Goliath, by Norton E. Warner:

Let your competition wander all over the market in search of an identity as your strategy becomes more focused, informed, defined and consistent. Most of your competitors will change from day to day. They will react to every show of enemy strength with a matching strength. Barely comprehending what it takes to win on the battlefield of the consumer’s mind. Constant, unfocused strategy changes erode a business’s identity and confuse the customers. Such businesses are moving targets for consumer perceptions if they change media every month or drastically alter the story they tell. They may not advertise at all, then load up on advertising for several months. They’ll scrap one strategy or campaign and adopt another because of one competitor’s innovation. As a consequence, the consumer never gets to know who they are, what they offer, or how they are different from the rest. Just when customers begin to know them, they become something else, raising doubts about the nature of their businesses, what they offer, when they offer it, and how they excel over their competitors. Maintain your focus and your consistency. You will succeed and win the battle for the consumers mind.

Norton is the author and creator of Marketing Firepower. Five decades helping businesses develop strategies, create campaigns, identify and target the most profitable customer and proper budgeting advice have all contributed to the Marketing Firepower information. Norton created Marketing Firepower to make his experience and success strategies available to businesses around the world.

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Tags: david can still beat goliath, Norton Warner, marketing, advertising, consumers