There are two pieces to the game of marketing your business that business owners don’t often connect.
1. What you tell the world about your business
2. What your customers tell you (about your business)
Don’t stop reading…
Many people would stop reading because they see those two bullet points and think, “I’ve heard it before. Don’t make that mistake!
What most people believe about marketing is that it’s all about what you tell the world about your business. Your logo, your tag-line, your value proposition, your image, your domain name, your website, your blah, blah, blah.
What you tell the world about your business is critical to your success. It must be done with boldness and a great deal of thought and energy. You need to spend money on it. You need to work hard to craft every word that represents you and your brand. You need to research your target to make sure you hit it with your message. All of this is critical and no business will be successful without it.
So what’s the issue?
The issue is that most well meaning business owners don’t think that piece #2 is part of the marketing puzzle. We have trained ourselves to believe that one is marketing and the other is customer service.
THEY ARE BOTH MARKETING!
Like millions of others, I watched the Super Bowl last night. Also, like millions I like to watch the commercials.
What I witnessed in the advertising was a solid degree of boldness. I especially enjoyed the well written and stunning imagery of the Chrysler ad featuring Eminem. The commercial was bold and creative with a powerful message of the hard working people of Detroit and how they know how to build luxury.
But then I hated it…
I hated it because it contradicted my knowledge and experience of Chrysler vehicles and Chrysler as a company. Set aside that without two government bailouts over 3 decades, it’s unlikely that Chrysler would exist at all – my problem with Chrysler is it’s cars.
My experience with Chrysler vehicles (with few exceptions) is that they build in a great deal of comfort, which allows for the “luxury” label, but they consistently under perform in reliability compared to nearly all of their competitors.
The bottom line on Chrysler is that a car you can’t depend on cannot be considered luxury, not matter how many cup holders it has or how cushy the leather. There’s simply nothing luxurious about constantly taking your car to the shop.
My love/hate relationship with Chrysler’s well made Super Bowl ad comes from my appreciation for good ad marketing and my subsequent disbelief that the car will be as good as they say it is in the ad. Like most Chrysler vehicles, the build up is likely to be much more exciting than the cars.
I sincerely hope that I’m wrong… but history is not on Chrysler’s side.
Truly great marketing is when your customers feel the same about your product or service as your marketing message claims.
Producing a dependable and well delivered product is just as vital to your companies marketing as producing a bold and compelling message to the world.