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The Secret Of Your Success |
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Written by Marketing in the Valley?
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Tuesday, 18 September 2007 |
So you are a retailer in the Val Valley. Why should I go visit your store? Do you know Your Secret for Your Success?
If you can give some concrete answer beyond, “we are family owned for 50 years,’ or “best service” you are probably very successful (and on your way to a very good radio ad by the way.)
If you are having a hard time answering the question think about how your potential customer views your business. To be a winning business, you must have winning differences. And knowing what those differences are is the cornerstone of an advertising strategy.
At KZYR, we are an independent single radio station serving the valley. After much discussion about music, formats and marketing objectives, we discerned that our winning difference over other media in the marketplace would be to be timely and very very local. By focusing all our efforts and then our subsequent marketing campaigns on being local and responsive to the community we would be winners. (We feel we have achieved that so far but have still have a ways to go.) We made ourselves True. Local. Radio. But we have to live up to that everyday. That’s why there is Last DJ, up to minute news, a website that caters to the community at hand etc. That’s what separates us. If a news story or traffic accident takes place, we stop everything to tell you. If you are fund raising for a worthy cause we do all we can to let the community know.
What separates your business?
Longer hours
Location
Free delivery
Exclusive product line
Customer service reps that use product
Testing of employees for knowledge before hiring
Examine your enterprise from your customers’ point of view. Why do your best customers keep coming back? Their reasons are the Secrets to your Success and the backbone of your advertising campaign. What attracted your current customers will also attract new ones.
Therefore find out what is the Secret to your Success put it in words that are not meaningless or full of clichés and then tell everyone about it. (we prefer you do that on the radio but that’s your choice as well. We know people will hear it just make sure it has value to them.)
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