Page 233 - (DK) The Business Book

SUCCESSFUL SELLING 231

market something new, how it offers, sweepstakes, and price Companies found to have acted
presents the offering and gets discounting—can be deployed dishonestly or conveyed partial
the message to consumers is an in the short term to garner initial truths about their eco-credentials
important consideration. In planning interest. They can be especially can be accused of “greenwashing,”
a launch, another valuable tool, the effective for product launches in and will find it hard to win back
AIDA Model, provides clear-cut areas where many rivals fight for public opinion. In fact, no matter
criteria for defining the features of shelf space, such as household how appealing a company’s sales
any new product or service: how it cleaning and candy. proposition, consumers increasingly
grabs consumers’ attention, holds One of the oldest strategies for want the people they buy from to
their interest, generates desire, and communicating with customers is have a social conscience. For this
is perceived to be attractive. word of mouth. In the age of social reason, it is vital for management
Concurrent with developing a media, generating buzz about a to consider the role of ethics within
specific product or service for a new product or service increasingly the organization, and to develop the
particular market, creating a brand relies on reaching specific groups company’s code of behavior toward
is equally important. The goal through Facebook, Twitter, YouTube, suppliers, employees, consumers,
should be to make the brand and other online means, and and the community. Although
synonymous with a set of unique encouraging them to spread the shareholders may see corporate
product qualities. In the words word. When a branded video goes responsibility as the least important
of marketing expert Seth Godin: viral, the potential global reach runs commercial priority, it is now an
“A brand is the set of expectations, into tens of millions. If relatively integral part of the marketer’s
memories, stories, and relationships low-cost communications methods strategy for successful selling. ■
that, taken together, account for a like this are effective, it can lead
consumer’s decision to choose one marketers to ask, why advertise?
product or service over another. But for long-term image building,
If the consumer ... doesn’t pay a and for reinforcing brand values,
premium, make a selection, or advertising still has a role to play.
spread the word, then no brand For example, a sustained advertising Don’t find customers for your
value exists for that consumer.” plan can take an audience from products, find products for
children to adults with recognizable your customers.
Promoting the product slogans, jingles, and formats. Seth Godin
Once the optimal product or service US entrepreneur (1960–)
has been developed in conjunction Staying on message
with brand identity, there is the Businesses must carefully consider
question of how to get the word out the messages that they send to
to potential customers. Promotions customers and their rivals, since the
and incentives—such as special marketplace can judge them harshly.