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 Does Your Brand Communicate Credibility?
How can you persuade the market to do business with you instead of with your competition?
Trigger Touch will teach you how to keep your margins high amidst the “low price” strategists. Get your customers to be loyal, to buy more often, and to send referrals. And lastly, guard and protect your business from the rampant rise of more and more savvy competitors.
What type of marketing works? Which media should I use? What should our ads say? Does branding actually work?
Businesses are searching for answers on how to market effectively and they’re not finding any, regardless of which marketing firm or ad agency they talk to. The reason why is because the marketplace has changed and shifted... and marketing companies have not.
Trigger Touch Brand Management addresses today’s “information-rich and time-poor” marketplace. It addresses how people really buy - based more on symbolic attributes and facts and figures. Today’s consumer wants to be able to “Buy it now, without a lot of research, and then worry about it later.” That is what you’re ultimately trying to achieve with your marketing and advertising when creating your BRAND: that widespread “gut feeling” of trust in your company, product or services. And when it comes to consumers, there is only one true brand identity for any company. That brand is CREDIBILITY.
Credibility defined is “the power to elicit the belief from the marketplace that your company, product or service is trustworthy and therefore the obvious one to do business with in a sea of confusing competitive choices.” Credibility trumps everything. It trumps techniques, repetition, specs, systems, strategy, capitalization… everything. Credibility is the ULTIMATE SHORTCUT in the consumer’s decision-making process.
What Results Can You Expect if You Follow the Trigger Touch System?
- New Sales: Watch your inbound sales requests and conversion ratios explode
- A dominant position in the marketplace. Many clients see their market share increase by 50% or more.
- Highest premiums. Brand Credibility allows you to charge up to 40% more money than generically perceived companies.
- Least likely to fall victim to commoditization or competitive cannibalization.
Here’s a glimpse into what the Trigger Touch Brand Management Research and Implementation consists of. This is included in EVERY campaign we run. We know of not other marketing company that offers this level of research and design before pulling the trigger on a campaign.
There are 5 C’s when it comes to establishing your brand Credibility. When all five of these C’s are in alignment, you will have achieved Credibility.
Credibility (the only true brand): The 5 C’s
- Customer perceptions
- Character of the Business
- Competence of the Business
- Communications of the business
- Consistency of the business
There are Three Stages in the Trigger Touch Brand management System:
- Research and Develop Brand Message
- Plan and Execute Brad Strategy with Multi-Channel Tactics
- Manage Brand and Ongoing Relationships with prospects and Customers
The Power Trio E-3 culture
- E-1: Educate Prospects: Relevance and Value for intended target audience
- E-2: Entertain: Engage broader audience, even those not in target, build value and brand equity for later.
- E-3: Everyday Culture: Integrate Brand 100% into FC culture. Advertising sustained through E-1, E-2. Adopt consumer into your brand. Build Brand Relay. The most powerful advertising is Word of Mouth Brand Relay.
Stage # 1 : Trigger Touch Discovery and Brand Research.
This includes a complete analysis opf your brand, your competition, your customers and new opportunities within uyour market. Without research it is virtually impossible to run a consistently successful, results driven marketing campaign the represents true ROI (Return On Investment)
Brand Analysis :
Do you have Single Mission Statement and Brand Script for your communications? Is the same consistent message consistent throughout the enterprise? Is it on EVERYTHING?
We’ll discover whether you’re enhancing or diminishing your brand in your existing strat.gy to maximize your market share?
7 Questions Trigger Touch Answers to Communicate Credibility to Your Prospects and Customers:
- What is it and what does it do, exactly?
- Where is it being sold? Who is selling it?
- What kinds of people are buying it?
- What does it’s cost say about its desirability?
- What tribe will I belong to if I buy and how will that change the way people view me?
- What are others saying about it / Testimonials?
- Who provides the end product / who’s the carrier?
The 4 categories of Brand Credibility are:
- Non-Verbal: Colors, office, attire, logos, etc
- Verbal Communications: Marketing, Advertising, Sales
- Character of Business: Mission, Vision, etc
- Internal Operations: product and service development and delivery and customer service
Trigger Touch Research Modules
- Customer Research / Discover Top 3 customer values: We’ll do a needs analysis and call a sample of your customer base to isolate prospect and customer needs and hot-buttons based on emotional intensity
- General Customer Values and Needs: identify brand values and enhance customer perceptions.
- Symbolic Attributes : To gain credibility what do your prospects and customers expect feel when they encounter your company and brand.
- Develop Branding Statement and Sales Scripts: must be based on our Top 4 customer values and hot-buttons based on emotional intensity:
- Competitive Profile: Establish profiles on your three biggest competitors and gain insight into what their strategies are and what works for them.
- Mystery Shop your company:Ghost shop and telephone ghost consult with your Agents to gain insight into the sales process and internal operations.
We’ll help you develop Evidence to further Build Credibility:
- Articles
- Associations
- Awards
- Books
- Charts and Graphs
- Earnings / ROI / ROR reports
- Endorsements
- Example of savings and returns
- Facts and Figures
- Performance Audits
- Quotes
- Specific details
- Standards lists
- Statistics
- Technical or Visual drawings
- Test results
- Testimonials
Implementing the Brand: You must have the same message throughout the entire enterprise, including, but not limited to:
- Marketing, Salespeople Customer Service and Executives
- Consistent in all Advertising, Radio, Direct Mail, sales scripts, elevator pitches. Don’t skip the details: On-hold Telephone message. What do your customers and prospects hear when they’re on hold?
- Website / CD-ROMs / multimedia
- Consistent colors, fonts and style in all Graphic design
- Business cards and letterhead
- Press releases / Interviews / Chamber of Commerce meetings
Choose Marketing Media and Channels – Data mine the right target and multi-channel market to them consistently. Customer and Prospect Acquisition is the most expensive part of the sales process. Once we identify a qualified prospect we continue to market to them until enough credibility is established that they want to do business with you. The shortest path to creating credibility is constant contact while delivering high value propositions to your clients and prospects.
We will also develop and implement Credible Advertising and Marketing Messages including Scripts, Elevator pitches, Print Ads and Fax Ads.
Our formula is:
- Interrupt: The Headline. Grab the Prospect, put them in Alpha state and paying close attention to your message.
- Engage: The Sub-headline. Talk about the challenges and frustration your prospect faces when doing business in your industry.
- Educate : Educate the prospect on the solution to their pain. Separate yourself from the competition.
- Offer: Make an Irresistible Offer that convinces the client they would be an absolute fool to business with any other company than yours.
- Close: Collect the check and deliver on your promise.
To see the Trigger Touch Copywriting Manifesto, click here
The Trigger Touch Credibility System is the shortest way to your prospects and clients reaching a “Yes” decision.
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