Is the perception of your marketing reality?

The Marketing Truth You Cannot Ignore – Perception is Reality! 

This simple statement can enhance or destroy your business!

So; Just what is perception? Perception is defined as the process by which individuals select, organise and interpret stimulation of their senses (sight, smell, touch, hearing or taste) into a meaningful and coherent picture of your business.  The picture painted by the customers senses should be Reality.  Reality can of course exceed expectation.

Much of the disciplines of marketing communications focuses on creating stimuli that positively influence consumer perceptions.  Does your marketing do this?

What is the product you are selling?  It’s important to define.  It’s not just a consumable product, or service that you sell.  It’s the whole business.  The way it looks outside and online.  The quality of the toilets.  The look of the signage.  The quality of the menu, or a price list, whether its stained and dog eared, or whether is clean and new.  All of these messages create a perception for the customer.

I once took a holiday in the Isle of White at a hotel on the seafront.  When I arrived the first letter of the hotel name was missing.  I immediately thought, this could be ‘Faulty Towers’ experience, and it was!  The availability of poached eggs was confined to certain days.  The lift doors didn’t stop if they touched you (I literally had to wrench my shoulder from the doors), and to top it all, unsympathetic staff.  There were many more incidents too.  The message I want to share with you here is my perception was disappointingly – a reality.  Some hotels will unfortunately, have the same negative messages on the outside, customers viewing these messages may well assume that the standards are poor because of those external message and pass to stay at another hotel instead.  This is lost business for that hotelier and they wouldn’t have noticed, because the customer wouldn’t have told them.  The messages outside your business are crucially important, and; will make a difference to your income, either positively of negatively.

My advice:  Take a regular look at your business with the Customers Eyes.  Identify what you perceive, and then strive to communicate with the customer with all of their senses making sure that its positive and matches what you intend them to perceive.

Do you perceive these vegetables to be abundant and fresh?

 

 

 

 

 

 

 

 

 

 

 

 

 

What about this shop?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Perception is ‘nothing fresh and nothing to make your meal with’.  You would probably go to a different supermarket.  The big question is ‘Would you go back to the original supermarket?’  Have they now lost your business?

In consumer behavioural terms, perception is the result of two inputs that interact to form the personal evaluations that ultimately drive purchase:

  • Physical stimuli from the outside environment
  • People’s expectations and motives based on past experiences

While it’s difficult to impact the expectations and motives formed on past experiences, here’s how you, as a marketer, can impact the physical stimuli consumers perceive in your business.

Much of the discipline of marketing communications focuses on creating stimuli that positively influence consumer perceptions. Best practices in doing so include:

  • Identifying your product’s value proposition: In order to influence perceptions, you need to define and document your product’s value proposition, don’t forget your product is not just the consumable product or a service, it’s the whole business. Your value proposition is your big picture promise, the benefit your product or service uniquely provides. Defining your value proposition requires you to understand your target customers’ unmet needs and how your products, as well as that of your competitors, will fulfil those needs. Identifying gaps where your customers face unmet needs that are not fulfilled by competitors can help you to identify your product’s value proposition.

The Basics of Marketing

  • Find out what the customer wants
  • Design the product, service and facility to match
  • Tell the customer you have it.
  • Telling the customer you have it, includes using all of the customers senses.

We have many display products to help entice your customers and improve your marketing, please browse our site for more information.

Patrick Huggins

Director for BHMA Limited.

Employee of the Month: Hitesh Patel

EMPLOYEE OF THE MONTH.

January’s employee of the month is our I.T. Manager, Hitesh. He has been nominated for the following reasons:

  • Dedicated & hard working.
  • Problem solver.
  • Being our I.T. Guru.

 

Tell us about yourself.
My name is Hitesh, I am 24 years old and I graduated from Staffordshire University in 2015 where I studied Multimedia Computing. I chose this subject because I was interested in a range of computer-related subjects, but definitely enjoyed the website development side of it the most. After graduating I went onto developing a few websites for myself to enhance my skills further.  I secured my first job with Ideal Shopping Direct where I worked for 2 years before starting here at BHMA.

» Read more

Overview of 2018 at BHMA

It always seems a little crazy that in the middle of all of the hustle and bustle of the holiday season, we somehow choose this time of year to try to set some new goals for ourselves for the coming year! With 2018 coming to a close and 2019 just a matter of a few weeks away, we have decided to do a brief overview to highlight our year.

» Read more

Out with The Old & In with The New

For many pubs, bars & restaurants New Year’s Eve is one of the busiest & most profitable days of the year, with customers in and out all day long, New Year’s Eve parties are a brilliant way to encourage families and their friends into your business to celebrate the big night with you and see in the new year.

However, there is nothing worse than putting all of your efforts into creating a great party for no one to turn up. Let’s not let this happen to you this year, we have some great products that will help you with your advertising efforts for New Year’s Eve but can also be re-used throughout the year.

» Read more

Can Supermarkets Influence What You Purchase?

The answer is yes, supermarkets can influence you on what you purchase once you’re inside.
When did you last walk into a shop for just a pint of milk or a loaf of bread, yet you left with bags full of groceries and items you didn’t really want or need to purchase?  Probably not so long ago, and it happens for a reason.  The way we shop is more predictable than you might think, supermarkets have experts working for them that take full advantage of this and will influence you on the way they direct you around the shops, positioning of the aisles to placement of the products they place on the shelves and if it should be at eye level or not, we will go into further detail on this in this article.

 

» Read more

Why Quotes are important.

We are all living in a time where there is stress around every corner, even with the best efforts, sometimes it can’t be avoided. We all seek new ways to escape stress or ways to deal with the stress of day to day life.

Sometimes friends and family are not available when we may want to turn to them for advise or to simply get things off of our chests. This is the same in business, everyone that is part of a team working within a business has stress to deal with on a daily basis within the work place, not to mention their own personal lives.

At times, it can be hard to separate the two even more so when you are having a tough day at work, so it is vital we know how to deal with these feelings and how to control them without it interfering with your work. We have to remain professional at all times, no matter the industry we are in.

Motivational quotes provide us with a quick and timely burst of wisdom to get our focus back, offering inspiration to your friends, family, work colleagues or employees is a great way to aide people and help them focus on the specific goal or action plan.

At BHMA, we highly value all of our customers and provide them with a service that is second to none.

Each and every customer is treated the same regardless of the amount they are spending, how easy or complicated their order is. Our customers are the purpose of our work and not only that, they are part of our business.

At BHMA, we like to stay focused and never let any of our own personal matters affect our quality of work, this is why we live by the following quote.

 

 

Our Customer IS the most important person ever to visit our websites or our premises.
They are NOT dependant on us, We are dependant on them.
They are NOT an interruption in our work, They are the purpose of it!
They are NOT an outsider in our business, They are part of it.
Serving them is NOT doing them a favour, They are doing us a favour by allowing us to serve them.

 

Visit us today at: www.bhma.co.uk
Call us on: 01353 665141

Can Signs Save Lives This Summer?

 

Last year, 255 people accidentally drowned in this country with many of those victims diving into lakes, flooded quarries and the sea.

We have recently had an incredibly hot few weeks with temperatures reaching in excess of 37 °C, and it is perfectly natural that we all want to go for a swim to cool down in this scorching weather. As this beautiful British summer continues and the August school holidays are in full swing, the danger continues with the possibility of more deaths.  » Read more

Is this principle right for Pub Merchandising?

 

What is merchandising?

Merchandising is all about exciting your customers senses. Picture yourself walking into a supermarket when you are greeted by the smell of freshly baked bread, you will naturally look to see where the smell is coming from and there you will be presented with the fresh bakery section where you can help yourself to freshly made bread, cakes and other delicious produce. You probably didn’t need that fresh loaf of bread or the cakes you have now picked up and put into your basket but by placing the products in front of you the way they have done you have reacted on impulse and made the decision to buy. Effective merchandising grabs the attention of the customer to generate an impulse reaction.
» Read more

What is the Importance of Signage?

 

In today’s world, any successful, growing business will depend on more advertising than previously required. In such a competitive world, business owners and managers need to put in extra efforts into their marketing strategies in order to stand out from the crowd and be different. We all know that it is very important to have signage for your business and there are multiple types of signs for instance:

 

–          Outside signage to indicate where your business is located.

–          Directional signs.

–          Branding signs.

–          Health & safety signage.

» Read more

1 2 3 7