My name is Jason Gourlie and I am the retail sales supervisor with 106.7 ROCK and KiSS 107.7. My associate Elisha Willis shared last month about the importance of a business's brand.
This month I would like to delve a little deeper into one aspect of how to properly build your brand. I want to talk about what you say in your messaging and why it is important to be complementary and build layers in your advertising. I firmly believe that companies should use a singular consistent message in their marketing. When dealing with clients and working on their marketing plan I often see a shotgun approach used. They say one thing in their print materials and something totally different in their digital ads and then the trifecta of a completely different message in their radio ads.
As a business owner, you make the huge decision to invest your hard earned revenue into advertising. Now that you have a virtual microphone, so to speak, what is it that you want to say? I want to propose that the message you offer in all your advertising should be the same. In that, your print advertising should have the exact same message as what your customers will see in your digital/online ads or on your television ads or hear in your radio advertisements. By employing one consistent message in all your advertising methods it creates unity and helps build that strong and consistent brand that Elisha talked about last month. That singular consistent message may simply be a slogan that you have for your business or it may be a picture or it could even just be your corporate logo.
The outcome you want to avoid from your advertising is creating confusion in the minds of the consumer about who you are, what you do, and what you have to offer in the marketplace. I would never personally want to hear the words “What is it that you do here” as a business owner, especially if you are spending money on advertising. When you are consistent in your one message and with the right amount of frequency your customers will begin to understand what you want them to know, feel, and do when it comes to their interactions with your business.
Let's use KiSS 107.7 as an example of the point I am trying to make. Our slogan that we would like to have Lethbridge understand is that we are “Lethbridge's best music mix”. We blast that over and over again on the airwaves, it is on our website, and certainly you would see it on our promotional materials. By trying to utilize this slogan everywhere we go, and in everything we do, over time this will become our new radio stations brand.
I hope this information has been helpful as you properly build your brand.
106.7 ROCK and KiSS 107.7
1015 3rd Ave S Lethbridge, AB | (403)328-1077
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