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:

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

A consumer franchise is when a consumer patronizes your business to the exclusion of your competition. Do you have a consumer franchise with any of your clients? If you do, how did you achieve it? Advertising is simple when you think about it. Read More...

Tags: franchise, consumers, marketing, advertising

Sir Winston Churchill was quoted as saying, “It’s not good enough that we do our best; sometimes we have to do what’s required.” That kind of throws that thought of “just do your best” out the window. This quote hangs on the wall in front of me in my humble office as a reminder... Read More...

Tags: economy, recession, advertising, consumers