In yesterday’s post, we left off talking about competitors who grow more sophisticated and aggressive by the minute, not only competing for new customers but also attempting to take away your present customers.
What are you doing to eliminate this business erosion that is taking place?
Your best strategy is the Top of the Consciousness Principle. This principle says that you will do things to get and remain on the very top of the consciousness of your customers and clients.
McDonald’s for example, has done that most successfully. I did my own little informal survey using a word association game. You know, I say a word, you say the first word that pops into your mind. I say tree you say shade, that sort of thing.
Buried in my list was the hamburger. Guess what nearly 40% of the people said, “McDonald’s.” The others answered with words like bun, ketchup, and cookout, but only a few mentioned other fast food restaurants.
McDonald’s totally dominates the consciousness of the fast food customer. It’s for that reason more than any other that they continue to prosper while companies like Burger King and Wendy’s are constantly trying to keep up.
McDonald’s has sustained this top of the consciousness position with a sophisticated, admittedly expensive multi-media approach – TV, radio, magazines, sweepstakes and contests.
Characters like Ronald McDonald, visible distinctive locations, sponsorship of charitable causes, different campaigns aimed at different age groups. Actually the only thing McDonald’s does not do well is use direct marketing. If they ever add this to their marketing mix they’ll permanently destroy some of their competitors.
You have to find ways to command the same type of position in the minds of your customers or clients and perspective customers or clients in your marketplace. You can do so by imitating a multimedia example like McDonald’s. There are also direct marketing methods perfect for this purpose.
One of those is a 10X to 12X Contact Program directed at customers and selected, targeted prospective customers which I will discuss in detail in Thursday’s post.