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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 3, Issue
#35 - August 29, 2002
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In this issue:
Clutter
Marketing by Anna K
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Clutter
I was in the Los
Angeles area last weekend and all I could think about was their astounding
marketing clutter. How on earth could you get a person’s attention
amid such a marketing bombardment? I know this situation is not limited
to LA or to big metropolitan areas in general. All cities and towns
now have more marketing clutter. But LA was downright shocking.
It’s important to
note that some of the marketing efforts in LA were excellent. They
were extremely creative and some did cut through the drone of all the
other marketing messages. The challenge as I see it is simply getting
noticed. In such a marketing environment, how does a message stand
out enough to register on the public’s radar screen?
In the LA area,
one method was to use appealing graphics. For those of you who don’t
understand marketing code, that means sex appeal. There are many ways
you can show the human form to get a person’s attention. This was not
limited to getting a man’s attention. Advertisers were equally as explicit
going after women.
So how will you
compete?
Here are a few thoughts
to keep in mind if you’re in a competitive market. FYI: in reality,
we’re all in competitive markets.
First, it’s critical
that you see all marketing messages as competition for your marketing
message. Take ads for cell-phone plans or new cars as an example.
That’s competition because you’re vying for the attention of the same
people those ads are trying to reach. If your message isn’t more interesting
than "Can you hear me now?" or "0 percent financing," it will not get
the attention it needs. If your message isn’t compelling and interesting,
you’re wasting your money.
Next, if you can’t
win the battle for mind share with huge advertisers, fight a new war!
Most small businesses can’t win hand-to-hand ad combat with much larger
companies and their very deep pockets, so the answer is to go around
them and talk to your prospects in a new way.
Finally, be outrageous
to get noticed. It’s easy to be conservative in the nutritional retailing
industry. Too easy. Many retailers hold to the belief that they must
be "professional" because they deal with people’s health. It’s time
to face the music - conservative may not cut it today. If you don’t
stand out from the crowd, the best you can hope for is leftovers. Can
you make a living doing that? Now is the time to take risks and get
noticed!
Speaking of getting
noticed, let’s talk about Anna K!
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You'll be glad you did!
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Marketing by Anna
K
This week, I watched
a television debate about why Anna Kournikova gets paid more than many
other champion athletes. Is it because of all her victories? Is it
because she is hands down the best tennis player of our time? I know
- because she has the strongest serve in the sport, right?
The answer to all
these questions is NO. Anna Kournikova has never won a major tennis
tournament but she gets paid millions for her product endorsements and
commercials. So what is it?
The answer is she
cuts through the clutter. She’s an attractive person and people like
to see her.
Short of spending
millions to hire a celebrity or eye candy to get people’s attention,
what are you going to do? Can words be enough? Will words get someone
to stop what they’re doing and pay attention?
The answer is hands
down YES, if they’re the words that your target market cares about.
I’ve mentioned a number of times that the book "Words That Sell" by
Richard Bayan is a great resource for looking up words that will get
you noticed. Carefully selected words can do more than a beautiful
picture. They can educate and tell more of the story.
It’s not easier
to get noticed with words, but it can be accomplished if you invest
the time and energy to make it happen.
My last comment
on this subject has to do with the old saying "sex sells." I don’t
agree. Sexuality will get a person’s attention but it won’t sell the
product. The rest of the marketing needs to tell a compelling story
that gets the person to say, "This will help me reach my desired goals
or outcomes." The copy is what sells the product. The image may stop
someone in their tracks but it’s the copy that turns them into a hot
prospect or customer.
As always, have
fun with marketing!
Marty
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Quote
"Some of us will
do our jobs well and some will not, but we will all be judged by only
one thing - the results."
Vince Lombardi
The same is true
with your marketing. The proof of the effectiveness of your marketing
is not whether you or I like it. The proof is whether it generates
the desired results. Does it cut through the clutter and get your target
market’s attention? And do they take the desired action?
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
