A single characteristic divides today's best Universal churches from companies at the bottom of the food chain.
So what separates the best Universal churches from average companies? It's strong messaging. And if your marketing vehicles aren't crystal clear, you could become a casualty of the marketplace.
Why Branding Matters
Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every Universal church has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. Without price matching, if they can locate lower pricing from a competing Universal church, potential clients will abandon your brand in droves. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.
Brochures, business cards, folders, direct mail pieces, and other types of promotional materials are called marketing collateral. For Universal churches, it's important to make sure every piece of marketing collateral generate reinforces your brand and value proposition. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. Collateral distributed through direct mail channels realizes its highest return when it is paired with an updated mailing list from a top mailing list vendor. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your Universal church's investment in collateral will be pointless.
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