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Marketing TipWhen preparing communications of any kind, be they advertisements, leaflets/brochures, direct mail, or even invoices, take your starting point as the intended user, your customer. What information do they wish to get and how will they use it? Will they understand what is being transmitted? Is your message being interpreted in the way you intended? The communications process is a complex one and it is always useful to have existing and potential customers comment on some of your communications prior to mass distribution. One of the most infamous communications debacles occurred in the battery marketing wars. The pink energizer bunny campaign was launched using a multi-million pound advertising blitz that depicted the drumming bunny as being able to go on and on and on…unfortunately for Energizer, Duracell was already firmly positioned as the long lasting battery (they owned this image in the mind of the customer) and many consumers thought the ads were for Duracell. The result: during the campaign, Duracell's market share went up several points much to the bemusement of Energizer and their pink bunny!
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