At the invitation of a friend I recently sat in on a Chamber of Commerce meeting where one agenda item was the design of their new website and brochure. Once attendees started discussing the merits of the designs, I was immediately struck by how their comments were limited to their personal preferences and own travel behavior, and were not focused on the Chamber's marketing and brand strategy and what will resonate the most with customers.
One way to check that marketing communications are customer-focused and convey enticing benefits is to not only conduct research, but to also imagine the customer is looking over your shoulder as you prepare the materials. Or has a seat at the meeting. All communications, whether priority subjects, copy, images, video or logo design, must answer the customer’s perennial and most important question, “What’s in it for me?”. Failing to do this is marketing pitfall #1.
Sponsored by Destination Branding for Small Cities.
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