May 19, 2020

Your marketing message can’t be off

Branding
Marketing
tips and tricks
contributors
Dave Thomas
4 min
Your marketing message can’t be off

Whether your business intends to run marketing efforts itself or hire on an agency to take on the effort for you, the goal at the end of the day is making sure that your marketing message is one that resonates with consumers.

In today’s ultra-competitive business world, having a strong and cohesive marketing message that not only gets through to new customers, but also sticks with customers through the years, is a critical component to staying in business for a long time.

With that said, what have you been doing in the early stages of 2016 to make your brand’s marketing message resonate with shoppers and buyers?

If you have been finding a few bumps in the road, think about these tips:

1. Developing your message 

First and foremost, what kind of marketing message do you want/need to get out to consumers? While this may sound like a simple question, you might be surprised at how often businesses (especially those handling the marketing end of things) struggle with this question. If you don’t know exactly what you want to say to the buying public, how can you expect them to know? Clearly define your marketing message and then move on to how you will go about delivering it.

2. Presenting the message 

You could have the greatest marketing message mankind has ever seen, but what if the presentation is a bust? Unfortunately, too many marketers and businesses for that matter end up with a message that while itself is strong, looks lackluster in its presentation. This is where your site’s landing pages and overall presentation skills prove so critical. It is important that you create landing pages that not only work properly (load quickly, don’t feature broken links etc.), but also come alive with words and imagery.For the words, keep your marketing message short and sweet. Keep in mind that many consumers are not only busy people, but many of these same individuals have relatively short attention spans. If your message drags on and on, you stand a good chance of losing them before they even get to the end. Also make sure to add imagery whenever possible. Imagery doesn’t mean just a fill-in picture to do just that, fill in some space. Use photos that will resonate with consumers, drawing them closer to wanting more of your brand. You should even consider videos that highlight your product or service, along with some background on your business. More marketers and businesses in general are turning to sites such as YouTube to post their marketing videos on, something that could prove beneficial for you in bringing more online traffic your way.

3. Delivering the message

In order to get your marketing message out there, your mode of delivery needs to be ready to go. Will you opt for more traditional marketing delivery methods such as flyers, pamphlets and email? Are you strong and competitive when it comes to social media? Where is mobile marketing on your radar? Even though it is fine (and more often than not recommended) to have multiple ways of delivering the marketing goods, be sure that you can do just that in the event you set out and publicize such.

4. Socializing your message 

Call it the big elephant in the room perhaps, but there are still countless business owners, and marketers for that matter, who do not take advantage of all social networking has to offer. Your marketing message can and likely will receive a boost when you turn to social sites like Facebook, Twitter, Instagram and more. If you haven’t already, use one or more of these sites to open up to and engage with consumers 24/7. One note, however, don’t use social media to try and ram a sale or two down consumer’s throats. Social media is a great tool for talking about and showcasing what you do, helping consumers with their questions or concerns as they pertain to your brand or your industry overall for that matter, and coming across as an authoritative figure in your market.

With all that is riding on your brand’s marketing message, are you confident it is ready to convert some consumers into customers?

 

About the Author: Dave Thomas covers marketing and business topics on the web.

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Jun 14, 2021

Giving efficiency the full throttle at NASCAR

CDW
NASCAR
3 min
CDW is a leading provider of information technology solutions, optimized business workflow and data capture systems for the auto racing company.

The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.” 

NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well. 

2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer. 

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