[vc_row][vc_column][vc_column_text]By Michael Janowski
August 18, 2015 – Your wireless marketing presence should be the heartbeat of your business. It brings customers to the door who put money in the drawer. We all sell wireless products and services. It’s imperative that your wireless store differentiates itself from the competition.
That said, the wireless business can be all too willing to cut back on marketing to cut costs (signage, digital creativity, etc.). But this doesn’t have to be the case. Marketing doesn’t have to be detrimental to the bottom line.
There is a simple truth to marketing. It becomes a lot easier when your message is unified and consistent wherever it’s being delivered. In marketing, you’re trying to get your audience to assemble around a single, universally understood idea. This concept has been made more explicit in these days of social media dominance. A single hashtag can encapsulate every idea and concept that characterizes a brand. When you hashtag something like “#JustDoIt”, or “#ImLovinIt”, your audience immediately recognizes to what you’re referring. Furthermore, you had better believe that the concept of a unified message has become increasingly prominent in the wireless space. Wherever a brand engages a conversation, that unified message (a hashtag, a slogan, an image, etc.) will always make its presence felt.
Here are some helpful low-cost ideas on how to unify your message in your wireless dealership:
- Create a slogan. If you don’t have a slogan, you should definitely create one. Better yet, have a customer contest to create one and use it to get engaged with your community. Offer a free accessory to the winner, or a discount on their next purchase. Ask yourself how your community views your wireless store and try to assemble that message in a short and memorable phrase (which of course, can be hashtagged!).
- Believe in the power of the press release. Once you have that message, it’s important that your wireless audience interprets it consistently. Press releases are a great tool to situate this interpretation because they go out to local media (newspapers, magazines, television, web media) outlets who then all deliver it verbatim. Position your message at the forefront of your press release to highlight its significance to your wireless store. The best part? Press releases can be used to announce and market anything: new wireless products, staff promotions, new store openings, wireless customer service success stories, and so much more. They are relatively cheap, and increase in value with volume of delivery.
- Do it the same way everywhere and every time. A brand is formed in two ways: 1. Through sending a message one time to a massive audience, or 2. Sending a message many times to many smaller audiences the same way. Whatever your message for your wireless consumer, make sure it is sent consistently. This is the most important thing about brand building. Also, it won’t cost much to do because it becomes second nature in your company culture.
- Participate in your community. Your wireless store should consistently contribute to the vibrant feel of your community. From a marketing standpoint, this means having a presence (showing up and being counted). Look for trade shows or expos with a wireless savvy audience. Bring promotional items like USB drives, mousepads, mugs, drink coozies, or t-shirts with your logo, slogan, hashtag, etc. on them. Participate in festivals, parades, fundraisers, and events. Make a donation and publicize it through a press release. Things like this will give your message priority. Whatever that message may be (logo, slogan, hashtag, etc.), you should look to position it at the forefront of your wireless marketing presence.