An easy process to self analyse your marketing and
promotional materials. In this article I will describe 10 simple ways to
analyse your own marketing material and how you can implement changes
that will forge a successful branding strategy.
I am often approached by business owners and marketing managers asking
how they can better the effectiveness of their marketing material. Our
advice is never given prior to going through the BrandAid©
process. This analytical process reveals unique opportunities to better
your material if not your entire branding strategy. Your marketing
material is the most important communication vehicle you employ - it is
vital that you get it right.
Sometimes you have to step back from your business and look at it through the eyes of your customer. It requires an almost out-of-body experience. You must really try to understand your customer’s emotions and what products or services that you have to offer them to better their lives. This is the foundation of this process.
Make some time so that you won’t be disturbed. Involve all the key people in this exercise. The collected input will be valuable. You will need a large space like the boardroom or another place large enough to spread all the material out so that you can see it at one time. Pin or tape the material on the wall so that everybody can see it clearly.
Now we can begin your evaluation. The following points are the evaluation criteria that we will be using to determine if your material needs updating or refining.
In each category there are several questions that need to be answered yes (2 points) or no (0 point). A score indication is provided to give you a basic idea of the health of that aspect of your material. Good luck!
The question you once may have asked yourself “how do I get more sales with less effort” is answered. You can now identify where changes are needed and develop a solid communication strategy to build a recognisable and trusted brand for a successful business future.
So, what are you waiting for? Now is the time for change!
Source:ceoonline.com
Sometimes you have to step back from your business and look at it through the eyes of your customer. It requires an almost out-of-body experience. You must really try to understand your customer’s emotions and what products or services that you have to offer them to better their lives. This is the foundation of this process.
Evaluation
The very first thing you need to do is to collect all the material you have done to date. Include everything – business cards, letterheads, envelopes, fax forms, emails, brochures, catalogues, newsletters, press ads, websites, proposal covers, quotation forms, invoices and anything else you feel is appropriate.Make some time so that you won’t be disturbed. Involve all the key people in this exercise. The collected input will be valuable. You will need a large space like the boardroom or another place large enough to spread all the material out so that you can see it at one time. Pin or tape the material on the wall so that everybody can see it clearly.
Now we can begin your evaluation. The following points are the evaluation criteria that we will be using to determine if your material needs updating or refining.
In each category there are several questions that need to be answered yes (2 points) or no (0 point). A score indication is provided to give you a basic idea of the health of that aspect of your material. Good luck!
- Target Market
The first thing that needs to be carefully considered is your target market. You really need to create a character profile(s) of your target market(s) that includes at least the age groups, socio-economic status, education, geography and gender. This is really the foundation of your brand strategy and without this knowledge it will be impossible to effectively evaluate your material.
Do you have a written character profile(s) of your target markets? Can you quickly define your target market? Have you done any market research on your target markets? Ask somebody you trust - can they quickly define your target market by looking at your material? Do you use specific marketing material for each target market? Do you really feel that you understand the needs of your markets? Guide - If you scored 12 you have a pretty good understanding of your market(s).
If you scored less than 6 your understanding needs to be improved.
- Logo
The most important graphic element of your corporate identity is your logo. Your logo is your corporate personality. People will make immediate judgements about your business by “the look and feel” of your logo. A lot of time and consideration should be allocated to the task of designing your logo (don’t go cheap on this one).
Has your logo been designed by a professional? Do you feel that your logo reflects and translates the personality of your business? Is your logo bold and striking? Is it memorable and evoking? Do you have handy electronic files of your logo in all colour options and formats? Do people respond positively to your logo? Would you say that your logo is as good as it can be? Guide - If you scored 14 your logo must be pretty good.
If you scored less than 6 your logo needs to be improved.
- Consistency
Probably the most common problem that we find with client’s material is the lack of consistency. It is important to be consistent so that you brand is recognised quickly and is not confused with another business. Lack of consistency is also an obvious sign of lack of care or management and can make you look unorganised or unprofessional.
Is your logo used in a consistent manner? Do colours appear consistent throughout your material? Do you use the same fonts throughout your material? Is there a consistent theme used throughout your material? Is it obvious that all the material is from the same company? Is the type of paper similar throughout your stationary? Does everybody within your business use the same fax form, email signature, electronic letterhead? Do you feel that all of your marketing material looks graphically consistent? Guide - If you scored 16 your material must be pretty consistent, well done!
If you scored less than 8 your material consistency needs to be improved.
- Uniqueness
To stand out from your competitors you need to have a unique approach. Not only the products or services that you sell but the way you graphically communicate. You can think of it as your unique personality.
Does your material have unique aspects? Does your material reflect your corporate personality? Do you use straplines or positioning statements? Have you done any research into your competitors material? Is the colour combination in your material unique to your competitors? Guide - If you scored 10 your material must be pretty unique, well done!
If you scored 4 or under your material uniqueness needs to be improved.
- Creative appropriateness
This one is a little more difficult. After all - what is appropriate?
What you need to consider is your market and your business type. Are you corporate, high tech, professional services, educational?
Do you feel that at a glance your customer will get an idea of what type of business you are? Does the use of materials (paper, etc) reflect your business? Have you considered whether or not you may offend some part of your target market? Have you considered cultural aspects of your target market? Have you considered whether or not you have used language that may confuse your markets? Have you studied successful competitors material? Guide - If you scored 12 your material must be creatively appropriate, well done!
If you scored 6 or under your material creative appropriateness needs to be improved.
- Content
Equally important to the look of your material is the content, the wording, the offer.
Is your material written well? Was your material written by a professional? Have you considered the “tone of voice” of your copywriting? Do you identify the problem solving aspects of your products/services? Is your material clear and concise? Have you gotten any feedback from an independent person about your content? Have you triple checked for spelling and/or grammar mistakes? Do you provide access to more information via a website address or phone number? Guide - If you scored 16 your material content must be very good, well done!
If you scored 8 or under your material content needs to be improved.
- Imagery
Pictures used in your marketing material are used to reinforce a message and the content. They can also create an emotional response which is important for memory recall.
Do you use any images in your material? Do the images in your material reinforce any aspect or message? Do the images look professional (or home made)? Have you considered whether or not the images subtract from the impact of your message? Is there a consistency in the use of images, are they in a similar style? Guide - If you scored 10 your material imagery must be very good, well done!
If you scored 4 or under your material imagery needs to be improved.
- Delivery
You may have the perfect material. You will have considered your markets, carefully crafted the copy and graphic styles and developed a truly unique range of marketing material. But if your market doesn’t see your material, it won’t have a chance to work for you. This is when you need to think about how to get your material right in front of your markets. This may be direct mail, email, websites, advertising etc.
Do you have an annual strategy to deliver your material? Have you considered return on investment (ROI) for the delivery vehicles? Are you aware of all the delivery vehicles at your disposal? Do you know how to find your customers? Do you have an up-to-date database of your customers including emails? Do you have a good idea of the highs and lows of business revenue throughout the year? Guide - If you scored 12 your delivery techniques are well considered, well done!
If you scored 6 or under your delivery techniques need to be re-considered.
- Website
I have included the website here because, although it is not an “aspect”, it is a component that we often find in need of a few unique questions (as well as all the previous ones).
Do you have a website? Do you know what purpose your website performs? Is it consistent with the rest of your material? Has it been created professionally? Do you know if you are appearing in web site searches on Google, Yahoo etc? Do you monitor activity on your site and what pages people are most viewing (if any)? Do you update your site often? Does your website load quickly? Is your website easy to navigate through? Guide - If you scored 18 your website is well considered, well done!
If you scored 6 or under your website needs to be improved.
- Results
You need to be able to measure the effectiveness of your efforts. You need to know what is working and what needs change. Broadly speaking there are three areas to focus on here – The look of your material, the content and the delivery.
Do you have a system to measure the results of your marketing results? Do you respond quickly when you find something needs to be changed? Is there a way to get feedback from your customers? Do you ask new business leads how they heard of you? Do you feel that you have a good understanding of how and why you are (or are not) getting new business? Guide - If you scored 10, well done!
If you scored 4 or under your measuring tools needs to be improved.
How did you do?
Don’t feel bad if you did not fair to well. Marketing material is always in flux, and your business is always changing. This is an opportunity to improve your material and build your business success.The question you once may have asked yourself “how do I get more sales with less effort” is answered. You can now identify where changes are needed and develop a solid communication strategy to build a recognisable and trusted brand for a successful business future.
So, what are you waiting for? Now is the time for change!
Source:ceoonline.com
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