|  | | The ABCs of marketing | The Yellow Pages Group is Canada's largest publisher of print and online telephone directories. With no less than 420,000 advertisers – mostly SMEs but also a good number of large corporations – more than 40% of Canadian companies advertise in the Yellow Pages. Because it specializes in advertising, the company, which is celebrating its 100th anniversary this year, is an über-expert in marketing. Ask the right questions
According to Marie-Claude Élie, senior manager of distribution strategies at Yellow Pages Group, developing a marketing campaign is a long process that follows certain steps, none of which can be skipped. In this regard, and based on her experience, Marie-Claude suggests you begin by asking yourself some very basic questions. “The first thing entrepreneurs must do is learn all they can about their business environment so they can determine the size of the target market. For instance, you must know who your customer is. It's also very important to look at the competition and to figure out how you're going to set yourself apart.” |  | Once the market, objectives and budget have been defined, the entrepreneur will be better able to determine will best convey the company's message |  | | Next, you must set growth objectives, which means asking yourself where you want to go. “Whereas some entrepreneurs shoot for the stars in their new market, others opt for a less aggressive approach and simply seek to hold on to their customers.” Once the objectives have been clearly established, you must then define a realistic marketing budget. You must know your financial limits. These questions are essential and will help you know what to do when the time comes to step into action. Marie-Claude Élie continues: “Once the market, objectives and budget have been defined, the entrepreneur will be better able to determine not only which type of media will best convey the company's message, but also which message will best reflect the image it wants to project. Sure, it's great to have a big advertising poster or television advertising during peak viewing time, but does it always make sense and will it be profitable?” Measure your efforts
In marketing, one of the biggest pitfalls for entrepreneurs is the failure to evaluate the effectiveness of past advertising campaigns. Yet a post mortem is vital because looking back allows you to see what worked and to learn from mistakes so you can get the most out of your next campaign. | | The important thing is to be close to your customers | | | However, the truth is that entrepreneurs, particularly SMEs, don't always have the time, inclination or knowledge to adequately measure the ROI of a marketing initiative. That said, there are a number of ways entrepreneurs can gauge the effectiveness of their marketing strategy. You don't have to use cumbersome measurement tools such as large statistical surveys and focus groups. The important thing is to be close to your customers. “For example, when a customer comes to your place of business, ask him how he found your name or why he chose your company. It's also important ask those around you, your customers or even your employees what they think about the company's advertising initiatives and marketing orientation. At Yellow Pages Group, we make it a point to remind our customers of these things. We really act as advisors, even helping them calculate the return on their marketing investment.” If your marketing strategy is to succeed, the entire organization must be on board. You can increase your chances of success by explaining your plans to all your employees, not just to the sales reps, and enlisting their participation. top | | Leverage your brand | Beauchemin Communication Marketing is a Montréal-based ad agency with over 30 years' experience. The company and its 20-odd employees offer a range of integrated services that include brand strategy, communication and advertising. Looking ahead
According to chief executive Guy Beauchemin, when building a strategic marketing plan, you must not only look at the company's short-term objectives but at its medium- and long-term vision as well. A global strategic vision is what leaves a lasting impression and helps position your company for the future. “Some companies make a big promotional splash with ads meant to sell their goods and deplete inventory. Although this is certainly useful, it does not build brand equity. To do so, you need to do more than just sell; you must associate your brand with a concept. You must know how to create a story that everyone will talk about. At Beauchemin we say: no emotion, no sale.” | | Even on the stock exchange, brand recognition and credibility can affect a company's value | | | The fact is that you should be investing in brand building just as you do in employees, equipment and infrastructure, because a brand also has its value. “Even on the stock exchange, brand recognition and credibility can affect a company's value – for better or worse; it didn't take long for business leaders to realize this and understand that a brand is an asset that should not be underestimated.” Starting out on solid footing
There is often quite a gap between the image management thinks it is projecting and what the public actually perceives. That's why you need to start out on solid footing so as to build communication platforms that will resonate with your target clientele. “When a new client comes to us, we always begin with a complete analysis of the company and its competitive environment. This so-called audit allows us to get a realistic picture of the situation. The results are sometimes quite surprising.” To this end, Beauchemin Communication Marketing uses an effective, in-house tool called Base6ix. Its goal is simple: using a survey, the company and the client determine the broad strategic orientation of the brand by carefully looking at the following six elements: recognition, credibility, personality, uniqueness, attributes, and promise, in other words, the type of message and engagement the company seeks to convey. “With Base6ix, we can define our client's strategic issues and build a coherent, customized ad campaign.” | | There can be a huge gap between an ordinary message and an extraordinary one | | | Trust in the experts
Guy Beauchemin believes that regardless of your company's size, the best way to get the most out of your advertising dollar is to call on communication experts. “To shake things up, you need to think outside the box. This often makes all the difference, because there can be a huge gap between an ordinary message and an extraordinary one. A good, relevant idea that resonates will always yield better results. Aside from the positive spinoffs in the near term, you're investing in one of your company's most precious assets: your brand.” top | |
