May 2022 - 39

POHMER ON...
line. We need to remember that all your fixed and variable
costs and expenses are measured as a percentage of your
sales; increase sales and you reduce the percentages of all
of your costs, generating a far better bottom line than just
managing a single cost element.
Traditional marketing, as many of us were taught, is a
structured pyramidal process, with one step in the process
building upon the other; it's a process that takes time to
show results - and in a seasonal industry like ours, time
does not work in our favor.
The pyramid of traditional marketing looks something
like this:
Step 1: Raise awareness (get them to know you exist)
Step 2: Change attitudes (convince them to give you a
chance)
Step 3: Modify behavior (they buy from you)
There's a marketing principle called The Rule of 7, which
means that the average consumer needs to hear the same
message seven times before they act on what they see or
hear for several reasons. First, the consumer is bombarded
with marketing messages; some media gurus say that the
consumer is exposed to tens of thousands of advertising or
marketing messages each day! Your message becomes just
part of the noise they see and hear.
Next, they don't know they need you ... yet. If the
consumer only hears your message once or twice, it's
unlikely they'll remember you when they are in the market
to buy. And, sorry to say, but most consumers in your
marketplace have no idea you even exist, don't like you, and
don't trust you. But if they hear your message frequently
and consistently, you can break through the noise and they
might give you a chance.
And if they do, you've achieved part of the Holy Grail: a
new sale (the other part is to generate repeat purchases!).
Convincing someone to buy from you requires time; there
are very few instant success stories in retail. And there are
no silver bullets; the Rule of 7 applies to whatever media
you select to communicate with the consumer... flyers,
newspapers, radio or TV, etc.
Modern Marketing
While the traditional marketing process is still important
to reach a segment of consumers, there's a world out there
with some consumers who don't read newspapers, listen
to traditional (non-streaming) radio and TV that we still
want to reach and convert into customers. Communicating
with this tech-savvy consumer requires a different approach
because they operate in a time-compressed world.
You don't get a second chance if you get " it " wrong, where
people (peers) compare notes, share reviews, experiences
and recommendations in conversations with each other. And
because these conversations are generally online, they are
almost instantaneous. We don't have nearly the same control
over the marketing message or how it's communicated; the
consumer has a voice and we're not even aware of what's
being said about us in these consumer conversations.
is how we stand
behind our products
Create a
For our complete list
of products visit
www.brome.com
1 800 856-5685
Cardinal Court
Create More
Bird Traffic
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LGRMAG.COM | 39
http://www.brome.com http://www.LGRMAG.COM
May 2022

Table of Contents for the Digital Edition of May 2022
