3 Steps to Improve Your Marketing Message

Are you struggling to fit all your copy into your ads and sell sheets?  Wondering why you’re putting so much money into marketing and not getting the return on investment that you’d expect?  Consider taking these three steps to improve your marketing message.

1) Get clear on the basics:

Strategic Pyramid

Before your marketing can be clear, your company’s overall purpose, mission and vision need to be.  Marty Neumeier from the Liquid Brand Agency explains it in “Steal this Idea” about the Strategic Pyramid.

2) Boil it down:

Barbara Berkley used it when fighting a road-widening battle with her county government by using what her friend Tony describes as the 27/9/3 approach:

When we looked at him blankly, Tony explained that a 27/9/3 was a way of putting complex thoughts into short form.

“When you knock on a door”, he explained “or give a quote to the press, or talk to someone on the street, you have about 27 seconds of their attention.  In this time span, you’ve got to have 9 words that express 3 key concepts.  Any more and you’ve lost them.  And your 27/9/3 has to be standardized.  Every member of the group has to have the same mantra.”

3) Make It a Repeatable Mantra:

Guy Kawasaki echoes the idea that a short and memorable message needs to be repeatable and says “the ultimate test…is if your telephone operators can tell you what it is.”

Does your marketing message focus on our mission and purpose? Does it fit the 27/9/3 rule? Is it repeatable by everyone in  your company?

Extra:  Which companies had these as their marketing slogans?
A) Where’s the Beef?
B) Just Do It.
C) I’m Loving It.
D) You Deserve a Break Today
E) Absolutely, Positively Overnight.
F) I Can’t believe I ate the Whole Thing
G) The Quicker Picker Upper

Leave a comment below:


More about Mobile Marketing with Codes

How to Use QR tags with mobile marketingHave you wondered about those coded tags that are popping up in magazines, newspaper ads, vinyl cling stickers in store windows and business cards?

Just when I think I know what’s what with the Mobile codes, I find out more. For instance, when I was researching this article, I found that Wikipedia’s reference has 11 different types of codes. I’m most familiar with the colorful Microsoft Tag and the square QR Mobile Code. The QR (stands for Quick Response) Mobile Codes have lots of black and white little squares inside the larger square. The Microsoft Tags, called HCCB (High Capacity Color Barcodes) use up to 8 different colored triangles inside the square. There are some advantages to one type of tag over another, and it looks like the Microsoft Tag has the edge.

For a consumer, the advantage of a tag is that they are immediately transported to your website, video or a special coupon by taking a photo of the tag with their smart phone. For the marketer, depending on what type of tag you use, you can track the number of visitors. Just like email marketing is less expensive than postage marketing… having a tag is a much less expensive and more interactive way of distributing your message to your audience.

NeoMedia has posted several case studies of ways to use tags including a scavenger hunt for college students, movie tickets, invitations, and even ordering a pizza from Papa Johns.

We have a long way to go before our mobile marketing catches up to Japan.

How have you used mobile tags for marketing? Leave a comment below if you’ve had some success with it.

Related posts:
QR Readers and Tags: The Next Marketing Fad?
Marketing with Tags: QR Code Generators

QR Readers and Tags – the Next Marketing Fad?

QR code is it the next fad or staple for mobile marketingDo you think tags and QR codes are going to be the next marketing staple in the group of tactics? Or is this just a new technology fad that is talked about and fades?

In the past year, I’ve heard a lot of talk about it, but still haven’t seen the ground swell of people actually using them.

Maybe when more people really to start download the QR reader apps for their smart phones.

QR is short for Quick Response.

Have you downloaded the QR reader or Tag reader app for your smart phone? Have you used it? Are you using QR codes or tags?

Tag – You’re IT! Marketing Your Business with TAGS

Tag for viewing with a phone that take the viewer to a 1 minute video Marketing with Tags is a hot new way to immediately connect with your people, your consumers, customers, and community. They look like the image on the right.

What Are TAGS?

If you like me, you’re still trying to figure out, what exactly are tags. Tags are a Mobile Bar Code. 

Microsoft offers some software to read tags. You can enter your phone number to get your the Microsoft Tag Reader software that works on Windows Mobile, iPhone, Symbian, Blackberry, Android and J2ME phones here  Or visit http://gettag.mobi from your mobile device.  And more importantly for marketers, here’s the link to create tags.

You can use a tag to market a landing page for your service, a website that offers incentives for trial purchase (also known as a coupon) or even a fun video about your product!

Here are some questions that may be floating around in your head (because they are in mine):

  • How would you use a tag?
  • How many people have actually downloaded the iPhone tag app?
  • When will software for Droid and Blackberry be ready?
  • Will people really use their phones to interact with products, services and companies?

This next month, I’m going to learn what I can about tags and share it here.  Are you interested in this new marketing tool? Let me know by leaving a comment.