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www.soUNIQ.co.uk
www.soUNIQ.co.uk
UNIQ Online Marketing Programme 2
Module 3, Lesson 1Keeping You in Mind
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Introduction
The purpose of the keeping in mind strategy is to increase brand awareness
and keep your brand and company at the forefront of your customers’ minds.
Traditionally, this has primarily been done through advertising. The first TV advert aired in
America on July 1, 1941. It cost watchmaker Bulova only $9.
Your company
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What you will cover in this lesson: -
• The aim and purpose of keeping in mind marketing activities
• The objectives and results you will achieve if you implement this form of marketing in your business
• An introduction in to how to implement your own keeping in mind marketing activities
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What is the keeping in mind marketing strategy?
You want your brand and company to be the first to come to mind when a
prospect realises a need or desire for your product and/or service.
This can be done through frequent and
regular communication
You have to be there for them when they
ultimately decide they need you and want to buy.
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You have to build up a presence in your marketplace and it takes
time.
Once you become a recognised and trusted brand and your prospects feel that need or
desire, it is you they get in touch with.
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Need versus Luxury
A need could be a cure from physical pain or a service that saves someone
from going bankrupt. Your aim is to be the “chosen one” when this need
arises.
Offering a luxury product or service means your aim and purpose is to tempt your customers into buying through constant reminders and
communication.
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A Potential Need: Accountancy
We have the option of doing our own finances, however, for many of us the pain and time requirement does not seem
worth the effort.
We feel the need to hire an accountant.
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A Luxury: Perfume
Perfume is not a necessity, but a very nice luxury many of us enjoy.
The purpose and aim is to make us desire the perfume then further
tempt us to buy a particular brand.
The more conscious we are of a brand, product and service, the more we invest our trust and are therefore likely to buy.
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The question is, how do you achieve this as a small business?
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What is the point of this strategy?
You must known your specific objectives to be successful at this strategy.
Objective 1: Increase your company brand awareness and your personal brand awareness.
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Objective 2: Increase the number of enquiries, proposals and sales pitches you carry out each week and month.
Objective 3: Increase both new sales and upsells to past and current customers.
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Objective 4: Inform, educate and share details about new services and products with customers who have already bought from you.
Objective 5: Drive traffic to your website, specifically areas that communicate the particular product or service you want to sell.
Regular communication will increase your social media interactions and followers, as well as your brand
awareness online.
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What are Keeping in Mind activities?
Keeping in mind marketing activities are primarily both direct and indirect communication to your target customer group.
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You want to communicate with previous customers, current customers, contacts you have made from networking or
exhibitions and/or purchased database contacts.
Activities can include direct mail, telemarketing, social media, advertising, email marketing and direct marketing campaigns.
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The key to success is keeping your marketing consistent regular
and focused.
Each communication must be of interest to your audience and add value to your
customer service.
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Produce a memorable communication and add something that will increase its
value for your customers.
For example, we include a free product, testimonial or business test, which reinforces the message that we are
marketing and business experts.
You need to be creative to really add value to something like a seasonal card.
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Plan a specific number and mixture of many different marketing activities.
3-4
You have to consider which forms of communication you want to use both online and offline.
You need to have a minimum of three to four communications per reminder campaign to ensure you get the results you desire.
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TOP TIP! As a small business, you will find that direct keep in
mind marketing activities that target specific customer groups with a specific message will be far more effective than the likes of advertising and cold
calling.
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Next Lesson
How to create your own keeping in mind marketing activities and how you can gain the competitive advantage and stand out!
For help with Module 3, contact Ruth or Ben:
Email: [email protected]: @UNIQ_Academy and @BCartwrightUNIQ
Visit our LinkedIn group: UNIQ - The Academy for Entrepreneurs
Write on our wall: https://www.facebook.com/UNIQ.Academy
Visit the Members Library to Access Additional Resources for This Module:
http://www.souniq.co.uk/uniq-members/library
