So what do Catsup bottles have to do with your sales?
3 Tips to getting Customer Mindshare
By Kordell Norton
Do you want to grow your sales? How about some lessons from others who have sales and marketing down to a science? Catsup (pun intended) with us on some marketing insights for business.
The two of us were driving them crazy.
The economy was in bad shape. It was the end of the 1970’s and the nation was in the middle of a recession. My partner and I had introduced new products that had no marketing, no advertising budget, no fancy packaging, no dedicated sales force or any great value.
We were selling No Name Generic grocery products.
They were plain packaged goods with white labels and in bold black lettering with the description of the individual products. Corn, Yellow Cake Mix, Catsup and even Beer.
We were driving the big national brand companies absolutely crazy. Hundreds of household names were taking second place to non-descript cans of fruits and vegetables.
Not only were they not selling their bottles of catsup . . . but they were losing 56 “touches” a day. More on that in a moment.
It is estimated that the average citizen in the United States sees 6,400 advertising messages a day. We are assaulted with message from billboards, TV, radio, the internet and print sources. All of these sources are using the very best minds and methods to get your attention and pique your interest in using a particular product.
So back to the catsup bottle. In the typical American home the average refrigerator door opens and closes an average of 56 times a day. Think about it. If you are advertising would there not be a better place to put your brand name than a place where the consumer sees it on say, a bottle of catsup - 56 times a day?
It is all about keeping yourself in the mind of the customer. Keeping them aware of your message. A common rule of thumb is that the average consumer will not try something new until they have been “touched” by a message about that product at least seven times. Seven touches!
How do you break through all of this clutter to get a prospect consider going to your product or service?
1,) Great marketing knows that the customer/student may not want to hear about you and your offerings today . . . but in two weeks that will change.
2. It is not the job of your potential customers to keep you in mind. It is YOUR job to keep your offerings in their mind. Remember they are seeing 6,400 messages a day. Everyone is vying for their attention. You need to make sure you are constantly in their world with one of your seven touches. What are you doing to compete with the 56 marketing messages of that bottle of catsup?
3.) Be unique. If your messaging is conservative, dignified and middle of the road it will not break through the roar of messages coming from different sources. The things that catches the mind of your prospects today are those things that stand out.
About Kordell Norton - The Top Line Guy
Your organization has a strong interest in the "top line" for growth. As a consultant, speaker, author, Kordell Norton works with corporate, association, education and government organizations who want to focus on branding, sales, marketing, strategic planning/leadership, team building, and customer service.
Kordell was an executive with several multi-billion dollar corporations with executive suite positions in sales, HR, marketing and call centers. As a certified Graphic Facilitator, he uses highly visual processes, along with humor, and entertaining methods for powerful, high energy presentations.
Author of Throwing Gas on the Fire - creating drastic change in Sales and Marketing
He can be reached at (330) 405-1950 or at kordell@kordellnorton.com or at his website - www.KordellNorton.com
