For most companies that offer indoor air quality products or services their client base is likely made up of not only commercial and residential customers, but also numerous segment markets within those broad categories. This can make it a challenge (in time spent and development costs) for a company to create and promote marketing literature that is effective for each market segment.
Whether developing the literature in-house, or outsourcing, the time and money involved with copy creation, design and printing can quickly add up. One solution to this dilemma is to create modular marketing product/service literature.
Modular literature solves this problem by allowing a company to develop marketing literature that is designed to have sections available to easily customize to meet the needs of specific target markets. After all, most parts of the majority of marketing literature are often the same. This may include company background, product/service features, warranties and technical specifications.
The parts that need to be customized, such as benefits for a specific target audience and related images, can be left in such as way as they can be easily changed. An example of the need for this could be an IAQ consultant that does work for homeowners, schools and light commercial offices.
By simply changing the headline and benefits sections of the company's marketing collateral with some targeted text and images can make the piece effective and feel customized to the target audience. This can all take place without spending the money and time to develop a piece of marketing literature from scratch.
By creating the marketing pieces with modular components the same product or service literature can effectively be utilized to market to multiple types of customers. And while we are on the topic of saving resources, consider looking at existing content that has already been created for the product or service. This may be found on the company website, from past marketing literature or from print ads the company ran in the past. No need to reinvent the wheel if it doesn't have a flat.
Cochrane & Associates, LLC, the environmental, mold, industrial hygiene, HVAC and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm works with clients to develop ways to maximize their marketing efforts and ROI. We also invite you to visit the IAQ Video Network www.IAQTV.com and submit any videos you may have for inclusion on the website.
Contact Cochrane & Associates to learn new ways to grow your business:
info@cochraneassoc.com
www.cochraneassoc.com
602.510.3179
