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Marketing Bridge: Forces Combining to Make a Sale
Building a bridge between advertising and your customer
Your marketing message should be consistent and be closely aligned with your sales strategy. Ensure that your marketing message is included in everything from the way your employees answer the phone to what’s printed on your sales receipts. It should be on your website, invoices, letterhead, and business cards. As noted above, advertising is the glue that binds together all the elements of your marketing bridge. In other words, advertising cannot stand on its own. Your marketing bridge is built by ensuring that your company delivers on its promises and makes a connection with the customer in a way that is consistent with your ads.
The marketing bridge consists of four major elements that are connected through advertising:
Your business. A convenient location, or multiple locations, is an important element in your marketing bridge. Don’t let poor accessibility — with parking, pickup, and delivery options — be a weak link in your marketing bridge. Also, building a reputation for honesty and trustworthiness is vital to a solid marketing bridge.
Price. You must provide a quality product that delivers a solid value for the price while ensuring that your price is competitive with similar products.
Merchandising. Customers don’t like dirty stores. Your location should be clean, well-lit, and attractive, so your customer is encouraged to return.
Personal selling. Customer service is vital to building a solid marketing bridge. The appearance and attitudes of salespeople are important. Thorough knowledge of the product and its benefits, and the ability to upsell, help complete the marketing bridge.
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