Thursday, August 9, 2012

One Size Doesn't Fit All


About the only similarity between different media channels is the fact that people interact with them. Who interacts with each channel, how they interact, how long they interact, where they interact, and how long the information stays with them varies greatly between print, web, social media and so on.

Your challenge is to get your message out there in the most effective way possible, which means altering your message for each channel.

Here's an example: Traditional print advertising is a great place for brand awareness. Large imagery, basic inspirational messaging, and a strong brand presence are important here. A magazine is not the place to include a price list or provide much detail. Your website, however, is on the opposite side of the spectrum. Prospects come to your site for information. They want to know what you do, how much your products will cost, and why they should buy from you. It's important to have brand awareness throughout, but it has to go deeper than that.

Despite the differences between each channel, your prospects need to know they are dealing with the same company. To do this, you need to identify who you are. Whatever you are, identify it and carry that feeling throughout. Once you've done that, look at each channel and identify who interacts with it and how.

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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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