The joy of being a living, breathing being is that we don’t know it all.
|Alexander. The man who knows.|
We have past experiences that often guide us today but
things change so much that we need to rethink and see problems from new
perspectives. It is a gift that we don’t
know it all and that each day brings forth these challenges and we can unleash
our creativity when we look from a different point of view. Unfortunately, we don't always get to sit down with a customer to give them a full meal worth of information--- they only have time for a nibble.
How can you get your marketing message across to whomever
you are trying to reach? What can you do
to make sure that in the turbo flow of information, you can break through the
tsunami of information coming at customers and communicate a simple message
that tells your story.
|Snack Sized Messages|
In the same way that we snack to take in a little food, snack sized marketing messages are a
great way to quickly make a point in a meeting, on a customer visit or at a
seminar. These are bite sized nuggets
that encompass a core idea and are easy to understand. They take a lot of work to reduce them down
to size but they offer a well-targeted insight in a crisp little phrase.
Sometimes these snack sized message come in the form of a
metaphor when you tell your customer that your new software is like driving a
BMW instead of a Chevy. It instantly delivers a quick sense of how fast the
software will go and it's advanced technology. The leverage that you borrow is the equity of BMW. Why not associate your brand with the BMW speed and technological proficiency. When this is done verbally in meeting, you aren't infringing on a trademark but using someone else's branding to help explain, in a bite sized idea, an important positioning frame of reference.
Occasionally the snack size message comes in a Hollywood
like explanation when you describe what you do by comparing it to an
intersection of two images---- Our latest software technology is the place
where Red Bull and Nascar intersect and take power to the next level. The image
leaves you with a feeling of speed, intensity and a fast-pace.
Often you can personalize the snack sized message as someone
familiar whose image or personal brand represents the best of what you are
trying to do. So your latest software might be like the Lebron James of
technology because it is always several steps ahead of everyone else.
|Lebron James technology|
I have been on my fair share of sales calls so I know you
don’t have a lot of time to present your product or service. Having some snack
sized messages that are easy to pop into the head of your customer allows you
to shift the way they see you. You don’t
have time for a full meal filled with four courses, so unwrap your message and
have your customer munch on a bite sized idea.
What snacks sized messages are you and your marketing team preparing for your sales team to serve to customers?
Labels: Marketing Moments, Snack Sized Messages