Achieving balance in marketing is a crucial step for any business. It doesn’t matter what industry you are in. Marketing is a structured process in which we use evangelism to create desire. Consumers must “want” your product or service. They must believe that something is missing – and that you fill a void – or provide something previously unavailable or unattainable.
Marketing takes on many forms – but consists of four basic components:
1. Audience Identification
2. Message Development (to articulate your value proposition)
3. Delivery Channel Identification and Selection
4. Story Articulation – the Art of Telling Your Story (Communicating your key messages – to your targeted audiences – by using the delivery channels most appropriate to reach those audiences.)
Team Libra contract consultants use a proven methodology we refer to as “The Bernhardt Way” – an organized, foundational approach to strategic marketing based on a proven process that combines many years of ‘street smart’ marketing and communications, message development methodology, and a pragmatic assessment of all possible marketing channels to help you get the most bang for the buck with a balanced approach to strategic communications and marketing programs.
The Bernhardt Way methodology applies to any business. It really does. And, it really works. Companies often make the mistake of hiring a marketing person who is familiar with their business or their specific industry – when what they really need is someone who truly understands Strategic Communications and Marketing and can apply their expertise to any business.
AUDIENCE IDENTIFICATION refers to really understanding the mindset of the people you are trying to reach – and influence. Driving new people to your restaurant or lounge requires much more than just having good food or great prices. A successful grand opening requires more than just running a few ads in a local newspaper or printing up flyers that you pass around town. To understand how to ‘influence’ your target audience, regardless of your product, service or industry, you must understand the emotional aspects of what will drive consumers or business decision makers to your establishment. This understanding and up-front analysis is where many advertising and marketing agencies fall short. This is the foundation of your business development, and this is an area where Team Libra excels.
MESSAGE DEVELOPMENT. When building a new identity or attempting to attract a new level of consumer or business decision maker, a solid foundation of high-impact messaging is necessary to establish your brand and present emotional appeal to your target audience(s). Don’t just follow the crowd – stand out and have your own image. We’ve helped business owners in all industries with creative and high-impact messaging. Messages must resonate and connect at an emotional level. After all, it’s not what you say – it’s what they remember.
Finally, once you have validated your target audience and have messages that will appeal to them – motivating them – influencing them to come to your door – only then are you ready to consider the best DELIVERY CHANNELS for carrying your messages to those people or companies who will become your new, loyal customers. Reaching consumers today requires you to stay in front of them at many different levels of influence. We believe in the value of ‘mixing it up’ to increase the success of reaching your target audience(s) – understanding that people choose to get their information based on individual preferences.