When customers receive brochure samples from different companies selling the same product and features, the first question that hits their minds when deciding which one to go for is: what makes this product better than the rest? And your brochure printing campaign should address it.
The answer to the question is positioning. It is the creation of an image of a product or a service in the minds of the target customers. It refers to finding that rightful spot that will realize a business goals. One goes about it by focusing on its competitive edge in the industry. What sets it apart from the rest?
It all starts with a closer look at the competition. What’s out there? What makes a product unique from the other brands? Big companies actually pay handsome amounts to acquire an industry research that displays how other companies in the same circle position themselves. Parts of the research are the product or service, pricing and winning edge.
When a business is positioning itself, there are definite areas to look in to.
Who are these people that competitors are trying to bribe with their brochure samples? What are their demographic characteristics? Amongst the groups they’re catering, which group is the weakest link? How much of the weakest link is part of the whole picture? The key is to look for even a single hole that a business can fill in.
Offering lower price against competitors but still providing the same quality is proven a great customer hook! However, one has to be careful about this. A company can only implement this if the overhead is low enough to still earn revenue despite the “15% savings compared to other brands” screaming headline of its brochure printing campaign.
Customers generally want things quick and convenient. If a lower price will not work due to high operation’s cost, then a business should focus on how its product is much quicker or much more convenient to use than the other brands. This can also work as winning edge.
This is so prominent in the airline industry. The expensive ones always claim that “great experience is priceless.” They bank on providing excellent customer service by always going for the extra mile to satisfy their passengers. And this has really worked for those who had proven the “extra mile” factor.
Discounts and Freebies?
Alas, customers are always in the lookout for these. With the economy in its not so good shape right now, everybody is looking for the best deals in town! Most brochure samples showcase different customer discounts and incentives, or how one will get a surprise freebie for his or her first purchase.
The crucial area is the who. Companies need to identify the customers first before they can know what will work. It is therefore essential that before executing the next brochure printing, it had found its rightful spot in the market. It will certainly assure the business of brochure samples leading to sales conversion.
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