Page 73 - Duct Tape Marketing

Duct Tape Marketing

subconscious mind does is to enter a place of business that you have
never visited and conscientiously take note of everything you see, hear,
smell, or feel. When you step back and do this, you can see just how
much impact all of these factors have on your senses and consequently
on your judgment of the business. This is the exact same process that
your client goes through with your firm on first contact.

Now take a walk around your own business with heightened
senses. What have you overlooked? Call your business, ask someone to
fax you a document, visit your Web site, and mail a letter to yourself.
It is imperative that you understand how much impact these seem-
ingly little things have on the overall effectiveness of your marketing.

Do the same with your competition. Call them, write them, visit
their Web site, and ask them to send you some information. Take
note of how they accomplish these tasks and how they impact your
impression of the firm.

It can also be helpful to gather opinions of a group of customers.
I find that customers like to be asked what they think and will often
offer very insightful information when given the opportunity.

Action Steps

1. Determine if your identity elements support your target
market and core message.

2. Create identity elements for your marketing, sales,
fulfillment, and customer service processes.

3. Complete your identity audit.
4. Consult a professional graphic designer, with

collaboration elements in hand.

54