We regularly hear the phrase, “Break through the marketing clutter.” What does that mean? It means that customers are bombarded with thousands of marketing messages every day. Amidst this cacophony, you must find a way to get your marketing messages seen and heard.

How do you do that? By getting back to the basics of great marketing. Let’s look at five principles that should be the foundation of any marketing campaign:

1. Know what (actually) makes you different.

These days, everyone claims to offer “quality products and great service.” What makes yours unique? Do you serve a special niche? Do you have a different approach to a specific problem or technology? Define what truly separates you from the pack. Make that the focus of your marketing.

2. Position against the competition.   

How is your competition positioned? How are they differentiating? Knowing this, you can position yourself accordingly. For example, if your competition is focusing on price, consider emphasizing features instead. If they are using email and web marketing, consider using print as well. Utilize your knowledge of your competition to maximize your advantage in messaging and visibility.

3. Amp up your targeting.

Don’t just know your competition. Know your customers. Divide your marketing list into targeted demographic or psychographic segments to adjust your message accordingly. If desired, layer personalization on top.

4. Know your channels.  

Personalization includes channel preferences. Know which channels your customers are most likely to respond to. Some people prefer to click through a link in a personalized email. Others prefer to call a phone number on a direct mail piece. Yet others like to scan a QR code. Know your customers’ channel preferences and respect them.

5. Layer up.

Great marketing rarely relies on a single channel, regardless of how effective that channel may be. The best marketing layers multiple channels to touch customers in different ways at different times. For example, get people to fill out an online survey, then follow up with a personalized direct mail piece or brochure. Or send a postcard, then follow up with an email to increase the response rate.

Cutting through the marketing clutter may seem daunting, but with a thoughtful approach, it can be done. Need help? Contact us and let our marketing experts guide you to success.