Remind Your Prospects of Who You Are

By: Dan Kennedy on: May 4th, 2010 9 Comments

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.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    9 Responses

    1. Charles Ra says:

      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.
      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.
      I understand this is related on raising the fence higher and higher. with several touches per month

    2. “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.”

      Let’s hope someone from McDonald’s reads this. If not the company, the franchisees!

      Or how about if Wendy’s or Burger King takes the direct mail marketing route the GK way…. It might just change the landscape of the fast food industry, far fetched as it may seem!

      (except for those of us that only eat Kosher, that is.) :-)

    3. It is a battle to stay in front of your clients with sooo many distractions out there. Another sure way to occupy a ‘front-and-center’ position in their awareness path is a monthly company newsletter. Not the dull and dreary kind (you know… the one all about YOU); rather, one that’s fun and interesting and builds a real relationship with your customers.

    4. Scott says:

      our A clients get some type of contact a minimum of 64 times per year, some more than 300 times per year.

    5. Scott…

      and sometimes, the sole reason for going to a seminar or industry trade show, is just to see your current clients and prospects and “keep you in their mind”.

      Any new business or contacts made would be icing on the cake….

    6. Rob Anspach says:

      Everyday? Yep!
      Emails are cheap & effective…use em!
      Social media…do it!
      Postcards…add them to your toolbox!
      Newsletters…get them printed and sent out monthly!
      Thank you cards, reminders & holiday cards…get’er done!
      Sequence letters…use em too!
      The list goes on!

      By the time you add them all up…
      Would be closer to 400x per year that you contact hears from you…you never give a chance to forget you!

    7. Charles Ra says:

      Rob, emails, social media, postcards, newsletters, thank you cards,
      sequence letters. wow. right on spot.
      and many hours of implementation involved.

    8. Don’t forget that the best customers are repeat customers that stay with us, always come back for more, and tell others how great we are! I’ll bet that a large percentage of McDonald’s customers go back again and again — when they feel like going out to eat, they’re probably saying, “Hey, let’s go get a McDonalds!”

    9. Thanks to social media sites like Twitter, Facebook and YouTube, I touch my prospects and clients dozens of times EVERY DAY.

      Not to mention the viral nature of those media, so that some of my touches are re-sent to others again and again.

      Like Dan’s Brinkley example: If it works for something that isn’t good for you (McDonald’s), how much better will it work for something helpful (hopefully, your product or service)?

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