Page 103 - Duct Tape Marketing

87Chapter 6: Projecting the Right Image

When your inventory is complete, answer the following questions:

ߜ Are you allocating your efforts well? Are you spending enough on efforts
to keep your current customers happy, or are your efforts too heavily
weighted toward getting new people through the door — or vice versa?

ߜ Do your communications fit your image and objectives? Answer this
question for every item, whether it’s an ad or a logo-emblazoned coffee
cup. Be sure that each contributes to the image you’re trying to etch in
your marketplace, rather than to some decision made long ago based on
the powerful presentation by a sales representative.

ߜ Is your image consistent, professional, and well suited to the audiences
that matter most to your business?

Use your inventory as you fine-tune your communications. Then file it in a
safe place. If you ever decide to change your name, logo, or overall look, this
list will remind you of all the items that you need to update.

Rating Your Marketing Communications

Pull samples of stationery, ads, signs, brochures, coffee cups, T-shirts, and
any other items that carry your company name or logo. Line them all up and
put them through this test:

ߜ Does your business name and logo look the same every time you make
an impression?

ߜ Do you consistently use the same colors?
ߜ Do you consistently use the same type style?
ߜ Do your marketing materials present a consistent image in terms of look,

quality, and message?

Study your samples and isolate those that don’t fit with the others, perhaps
because they use outdated or inaccurate versions of your name or logo. Or
maybe the colors are wrong or the tone is inconsistent. Possibly the message
is witty or silly when the rest of your communications are fact-filled and
serious. Or the caliber may be unprofessional compared to the rest of your
materials.

Cull the inappropriate items and then look at what’s left.