In executing your marketing campaign, you don't simply want to get the word out about a product or service. You're also trying to position your company as an authority on a particular topic. One of the most important-- yet most often overlooked-- marketing goals is consumer education.
An increased emphasis on consumer education brings with it benefits that can't be ignored. For starters, it allows you to take a deeper level of control over the narrative that you're telling. You're retooling the information that consumers are seeking in a much more positive way. Instead of making a declarative statement with your campaign like, "Here are all of the amazing and incredible features of my product or service," you get to take a less sales-oriented approach and offer advice: "Here are the problems you have, and here is how my product or service is the answer."
Perhaps the biggest benefit is that you get to essentially PROVE that your product/service is necessary and let your audience come to the same conclusion on their own. This helps to deepen the sense of confidence that consumers get from your company, which almost always leads to loyalty sooner rather than later.
Another element to consider involves the subtle ways in which you change the relationship between company and customer. With consumer education, marketing is no longer a passive approach. Instead, it's decidedly active-- consumers are no longer HEARING about your product or READING about it, they're LEARNING about it. They're engaging in a whole new way. It officially transforms the marketing experience into a two-way street by way of empowerment.
The more satisfied with the marketing experience a consumer is, the more confident they ultimately are with how they spend their money. Turning the tide of the conversation in your direction through consumer education provides a powerful opportunity for you.
Peter "The Printer" Lineal
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
Printing, Marketing & Promotional Products with Powerful Execution.