been "bored into action!" If your
messaging is dull it won't get any
attention and you will be wasting
your money.
Remember, the cost of the ad or
billboard or email blast is the same
if it's a dud or a superstar. The best
way to get the most value from your
marketing program is to pay attention
to every marketing piece that leaves
your offce — no matter how small —
and doing all you can to make sure
they are all superstars.
You can't afford to take a casual
attitude. It's all potential gold for
your company — treat it as such.
Tell your brand story — As you
roll out your creative new marketing
materials, always keep your brand in
mind. The full power of your market-
ing program truly emerges when you
deliver your complete brand story to
the market.
Your company's brand is much
more than products and specs, loca-
tions and capabilities. Your brand
conveys the personality and the
promise of your company. Before a
customer makes a decision to buy
from you, they need to trust you.
They need to understand what it will
be like to work with you. Your brand
lets them know.
Use your brand story to describe
your special connection with the mar-
ket that enables you to create more
effective solutions than your competi-
tors. Don't just promote the products
and services you deliver, talk about
WHY you developed those products
— what makes your company special.
Demonstrate an understanding of
the day-to-day challenges that your
prospects face. Promote the solutions
you have delivered to other customers
that have helped solve key problems
or deliver important benefts.
Be smart about tactics
When it comes to marketing on a bud-
get, vending companies beneft from
the fact that they operate on a regional
scale. Most vending territories span
Bonus marketing tips
See three strategies to building an effective Website as well as a sample
persona online at www.vendingmarketwatch.com/11347393.
42 Automatic Merchandiser VendingMarketWatch.com April 2014
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