Incongruent Marketing
I received this email blast from a local company providing video services with an interesting headline “5 Ways to Boost Sales with Your Video”. Since this is in line with my passion (Results), I decided to read more
The copy was well written and I am pretty sure they had read some of Jay’s marketing books or seminar materials because they stated down 5 powerful reasons to use video as a marketing communication platform:
1. Gain Competitive Advantage and Capture Attention
2. Professional and Consistent Messages Every Time
3. Communicate Beyong Geographies
4. Simplify Messages Through Visual Presentations
5. Flexibility of Videos Saves Costs and Time
Wow, I am sold. I am convinced by the benefits. The reasoning seems logical. Finally, I found a marketing solution that will add fire power in my marketing strategy. Yes! This is the company that I could work with. Yes, they seem like my solution provider that will solve my pain! And there is a call to action statement for me to contact them with no obligation discussion via website. Best part is, they claim they are passionate to help my business grow too! I am so excited, I can’t wait to “meet” (while their website is downloading after I click the url link on the email message) the folks who deliver such wonderful solution!
As I was surfing their website for more information, I discovered something is missing! Hang on, their website are all in html texts and flash, there were no single moving motion picture at all, let alone any video in their marketing! Hey, what happen to gain competitive advantage, save time, flexibility etc benefit craps? Oh man, what a turn off~ This is totally incongruent with they preach and do
It is just like walking into a Korean brand car showroom and the sales man telling all the wonderful benefits of their cars whole day. When you walk to the back of their staff carpark, you discover the staff drive the Japanese or European made. How do yo feel?
Another incident, a graduate (a very humble and nice gentleman) after attended my brand mastery program shared he wanted to start a healthy F&B concept and seek my opinion privately. My answer shocked him: “Why are you smoking then?”. The last I heard from him, he quit smoking.
By the way, I really believe in the power of video marketing and to demonstrate what I said, please check out my soon to launch Brand Mastery internet marketing, which I announce website address later, which the core offering is delivered by video streaming technology.
If you cannot be congruent and truly delivered what you are passionate, believe and shout about, stop your business because your success will be limited.
Give me your comment.
P/S: Look out for up and coming Brand Mastery Online Product
PP/S: If you need support to be congruent with your business and generate real results, drop me an email at ken@justmedia.com.sg
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Kenneth Kwan said,
January 4, 2008 @ 6:00 pm
Ken, agree with you totally. Marketing has to be consistent with following up with what we say. From the sales person, right down to the backend technical person fulfilling the order is part of the branding process as well.
Congruence is needed so that we are not sending a wrong message to our clients or prospects.