Page 123 - Duct Tape Marketing

107Chapter 8: Getting Strategic before Getting Creative

Dealing with prospect perceptions

If you want your marketing efforts to change market perceptions, you need to
start with knowledge about what your prospects currently know and think
about your business or product. Use your own instincts and those of your
staff and colleagues to answer the following questions:

ߜ Have prospects heard of your business?
ߜ Do they know what products or services you offer?
ߜ Do they know where you’re located or how to reach you?
ߜ Do they see you as a major player? If they were asked to name three sup-

pliers of your product or service, would you be among the answers?
ߜ How do they rate your service, quality, pricing, accessibility, range of

products, and reputation?
ߜ Do you have a clear brand and market position or a mistaken identity in

their minds?

Be candid with your answers. Only by acknowledging your shortcomings can
you begin to address them through your marketing efforts.

A new destination resort might write the following prospect opinion
assessment:

The majority of our prospects are not aware of our existence, but among
those familiar with our name, we are known to provide an experience
competitive with the best resort offerings in our state. We need to rein-
force the opinions of our acquaintances while extending awareness to
our prospects and especially to those opinion leaders whose recommen-
dations are most valued by our affluent and socially connected target
market.

Stating your desired outcome

Some advertisers use the tired phrase “more bang for the buck” as they work
ineffectively to pack a dozen thoughts into a sales letter, a 30-second radio
commercial, a postcard mailer, or a miniscule print ad.

Don’t be greedy. Present one clear idea, and chances are good that you’ll
communicate one clear idea. But if you try to present two or three messages,
you’re likely to communicate nothing at all.