Successful marketing requires every message ties together like the bow on a gift. When the messages don’t match, potential clients click their mouse button. Mixed messages mean less impact. Lost opportunities for new clients, and lost revenues.
What do mixed messages look like? Let’s create an example. Spa1 wants to be known as a high-end, deluxe pampering spa.
It’s located in a building off a main street that looks like an industrial district. The parking area might make you wonder about venturing there. Leather and chrome dominate the interior. The logo has a Grecian theme. The staff are independent contractors. There is no theme or uniform. Brochures, business cards, specials all send different messages.
There are no two parts of this that tie together to send a clear message to the client. The chances of this business succeeding are very slim if they don’t give themselves a major makeover.
The makeover must start with a redefining of the target market they want to reach and the demographics of the area where they need to locate. From here, we design a tag line for the business that succinctly states our objective to our potential clients.
The business should be easy to locate and easily recognizable by the clients as “us”. If you are a brick and mortar, its location, location, location. Make sure location matches your message. Ditto with interior. Make sure every aspect of the facility repeats theme and culture.
Are you casual or upscale, trendy or traditional? Business cards, brochures, amenities, website, logo, and every aspect of advertising must all reflect the mission statement message.
Select message components that will be easily duplicated/replicated for the different types of marketing that we plan to include.
McDonalds does this in spades as do most other national food chains. We can learn from them and use the same techniques adjusting them for our type of business.
Whatever your business type, the same guides apply. Consistent messages reinforce the message to the clients so we can grow our business.