One reason companies advertise is to influence the decision makers to its and their benefit. Some decision makers tend to be well informed, which could possible give them an overinflated ego towards their opinions. This is a solvable problem if you take the right approach when marketing to the informed decision makers.
First, you need to know where your target audience will be.
According to a recent report, 60% of decision makers say online advertising is the best way to reach them. They also state that 77% of decision makers go to the internet to research new products and companies. Having an online presence gives you the best chance to reach the right prospects.
You can build the right online presence by going where the industry goes for its news. Advertising with Paperitalo Publications gives you the chance to reach potentially a majority of the decision makers as we are the leader in industry news.
Second, figure out their decision making process.
Today's customer prefers to buy rather than be sold. This is due to the fact that we are in an age of researching before making a decision, which makes it important to have the right message available for the prospect. Inc.com states that decision makers make 57% of their purchasing decisions before ever calling the manufacturer. If these "informed" buyers have already made their decision before you have even talked to them then it is imperative to make contact before this call.
Third, get the right message to your prospects.
While marketing, it is imperative to send the right message to the right prospect. You already know that they are informed and use the internet for most of their day to day business, so what is left is crafting the right message.
Build your message around trustworthy and simple facts regarding your company. According to the Harvard Business Review, brands with the highest scores for simplicity were 86% more likely to be bought than those in the lower quarter of simplicity scores. These brands also 9% more likely to be repurchased and a 115% more likely to be recommended. Potential customers need to know that what you have to say is true or else you lose credibility. Once this is lost your products' shine begins to tarnish and informed consumers look elsewhere for their needs.
Marketing to the informed consumer can be difficult, but if handled the right way, can be easily done.
Curt Gifford is Sales Manager of Paperitalo Publications. He can be reached by email at cgifford@taii.com.
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
