TRUST MADE EASY.

PRODUCTS FOR SPECIAL APPLICATIONS | WALLPAPERING TABLES
www.hymer-alu.de
685200
Wallpapering table extension
G
» For tables 6850 and 6851.
» 200 mm wide (600 mm table extended to 800 mm wide,
800 mm table extended to 1000 mm wide).
» Simple assembly with wing bolts.
» See also Accessories on page 147.
Length
Width
Weight
EAN code
Order no.
approx. m
approx. mm
approx. kg
3.05
200
5.5
4019502314467
685200
Successful advertising for small and medium-sized companies.
Three questions about marketing that can help.
There are more brands, products and services promoted with advertising spend than the
number of words in people's active vocabulary. Nevertheless, every advertiser assumes
that his message is getting home. This, despite the fact that the number of messages has
increased exponentially in recent years through the Internet, TV channels, magazines, etc.
How then can a small or medium-sized companies (SME) penetrate at all?
Advertising must become a much stronger, fixed component of the marketing
effort.
What does this mean? Quite simply: products and services that a brand wish to make
well-known must be presented very succinctly with regard to their particular features.
Answering three apparently simple questions can help here:
1. “What can I do better than my competitors?”
This differentiation sharpens one's own profile and makes it stand out from the crowd.
This is done by presenting a central, particularly eye-catching difference. Competitors
in the same industry often also use the same arguments in their advertising. These
arguments then lose any value.
Incidentally: Among ladder manufacturers, these are always “quality, safety and innovation”.
An intensive search for a real difference is therefore required. The more so as any
differentiation is only useful if the customer is also able to draw some benefit from it.
The next important question is therefore:
2. “What does my customer get out of it?”
It is generally not only about the particular quality of a product or service, but about what
the customer wishes and is able to achieve with this. For example, a customer will not only
want to cover up old stains with a high-quality paint, but will also want to satisfy irrational
or unknown needs such as cleanliness, order etc. Or it is about achieving recognition within
his social environment. If you have recognised the deeper meaning of your services or
products and know what their strengths are by comparison with the competition, the last
question is:
3. “How will my customer find out about it?”
Making your mark in a world of stimulus overload is a particular challenge. The time, place
and form of the presentation are therefore significant in addition to the core message.
When advertising with a witty joke or a celebrity, you need to take care that the slogan
or the personality does not overwhelm the core message, but underlines it and that the
company's brand personality is retained.
Three questions, then, that are apparently easy to answer, but which demand an in-depth
engagement with marketing and cannot be left to the advertisers alone if a company
wishes to be successful.
Dietmar Menze
www.home-innovation.de
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