ICE Innovation say every interaction a customer or prospect has with your branding is called a ‘touchpoint’ and each touchpoint is an important opportunity to demonstrate the true value of your brand promise. Your goal is to shape each encounter to be part of a harmonious ‘story’ that forms an emotional bond with your customers. Bottom line: Your brand is all about attention to detail in your marketing materials.
So what is branding when it comes to your marketing materials? Ask several people to define it and you’ll probably get very different answers! Yet extending your brand through powerful marketing materials is much more than brochures, websites and numbers; It’s an investment that ICE Innovation have proven generates revenue, profit and opportunity for growth.
Marketing materials and sales literature are part of the process for developing and communicating value to your prospects and customers. Think about every step you take to sell, service and manage your customers:
v Your knowledge of the market and your strategy to penetrate it
v The distribution channels you use to connect with your customers
v Your pricing strategy
v The messages you deliver to your market
v The look and feel of your marketing materials
v The experience you deliver to your market and customers
v The actions of your sales and service reps
v All of the planning, preparation, forecasting and measurement of your investments
Many times i’ve heard people say ‘A good product or service will sell itself’. Well I have to say that in all the years i’ve been in business, I have never once seen a product or service get up and start dancing around! A product or service simply will not get found without someone behind it feeding the sales pipeline!
Good marketing is essential for every company. It can make a company with a mediocre product successful, but poor marketing can send a good company out of business. Follow the AIDA principle (Attention > Interest > Desire > Action), mix it with good clean design and you will be onto a winner!
For more information about creating proactive marketing materials for your business, speak to one of our branding specialists at ICE Innovation on 0113 237 2777 or visit our website www.iceinnovation.co.uk
