Marketing Perception or Reality… Does it matter?

Home / Marketing Perception or Reality… Does it matter?

Do we leave our market to make up their own assessment of how we communicate with them, or do we manage the process so that perception and reality become the same?

 

All too often, the perception of you and your company will fall to the nearest default which could be based on information that is totally incorrect or ill-informed.

 

For example, if people only know you from press releases or coverage in publications, then that becomes their first impression of you. A company could be portrayed as a brand image in the market but there may be several versions of that image in the market and all a potential customer sees is confusion.

 

Unfortunately the perception will rule simply because you have left it up to the market to determine how you are perceived and failed to influence how you wish your market to view you. But perception isn’t just what happens. You have to ensure that your market understands what you are trying to do. Use the right communication channel for your customer, create a perception based on what you have provided and leave very little to chance.

 

Doing this allows you to control how your market views you and once established, it becomes necessary to ensure that your message is delivered consistently. It’s not good enough to just establish a presence and then rely on the delivery of your product or service to confirm the ongoing perception you wish to hold. You need to determine how you are going to communicate with your market and do it consistently.

 

Leaving the right perception provides you with the opportunity to self manage the process, keep your message top of mind and it will provide a base for future interaction.

 

It’s all too easy to resign yourself to the market perception and rationalise it by not having time to develop a plan. By doing this you fail to realise that you can, and should, directly influence how you are being perceived. By having a plan, it is your message that becomes the default.

Leave a Comment

Facebook Feed

DHL in New Zealand sent prospects the world's largest direct mail package - an envelope over 3 feet by 2 feet!

Think of ways to make your package the most intriguing, the most provocative, the most unusual one that your prospect will receive that week!
... See MoreSee Less

View on Facebook

7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
... See MoreSee Less

View on Facebook