Although PR and good marketing can make you a force to be reckoned with against your peers in business, if you are running an organisation and you are not getting the product to the customer via successful means your business can make a decline quickly. Communicating your business to the customer in the right manner is essential. If that is not working, you need to be asking yourself the right questions. A main one being, how am I presenting my business? Having the right image for the product helps it, and the wrong perception of it hinders growth. The three perceptions that matter are as follows:
Perception From The Customer
The rise of customer feedback sites gives the customer the opportunity to give their opinions on all aspects of a product. From the website to the most minor details on the product, nothing is too small. If the customer does not react well to the product, you can try to encourage a dialogue with them. The pitfalls of focusing on customer need is that you could be ignoring a whole other potential market to satisfy the needs of one type of customer. Feedback is an essential thing to take on, but letting it overwhelm the product and your ability to corner the right market can prove distracting. Outsourcing to a marketing agency, for example GAE Digital Agency, can help with another point of view on how you are marketing yourself. Making your website layout as eye catching and bold as possible is another method to guarantee interest.
The public use social media to make comments, and when they do, they don’t hold back. If someone does not like something they will explain in great detail what is wrong. You can use this to your advantage by using this as market research, but the benefit of social media is that those who have made the comments about your product have a profile, which allows you to contact them directly.
The Perception Of The Brand
Brand perception essentially boils down to two questions:
How do you want the public to perceive your brand?
How does the public perceive your brand?
Ways to understand both of these questions can include performing checks internally. So, you need to be looking within the organisation. Is the customer service and support no longer performing well? Is there anything you can change that will help the business deliver the promise of their brand to the customers? Did the management change their objectives all of a sudden which makes it misalign with the brand? There are times when what is occurring internally, such as changes in structure or a new leader can change the public perception of the brand.
In conclusion, the relationship between the customer and the product is integral to growth for your business. The skills to communicate must be made a key component of your marketing. Perception from both sides will make for a successful relationship with the public and make for a successful product.