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Hang on, it’s Still Q1!

While most SMEs won’t be working on Christmas marketing campaigns just yet – having survived the one just gone – this is actually a fantastic time to start working on your Christmas approach. By working on, we mean paying attention to the audio marketing happening now.

And really paying attention. This is the perfect time to start getting a feel for how other businesses talk to consumers. You don’t need to carry pen and paper or open a notes app….but it could prove to be valuable if you do.

Positioning for Listening

If you’re keen you can start with a few written ideas. Find 10 minutes – maybe grab your staff and get them to contribute to this – and write out words and phrases that come to your mind when thinking about your business. This could be things like:

• Great service
• Our friendly team
• Conveniently located
• There’s never been a better time
• Trust our experts

Whatever you feel is a natural way to describe – and market – your business and service, put it down. The only rule here is that it’s true.

Listening for Positioning

Now you’re armed with your list, listen for as much marketing as you can; not only to your direct competitors but ALL marketing you hear; radio, DAB+, podcasts, in stores, wherever you can. What you’re listening for is phrasing similar to what you’ve used for your business. Because if other people are saying it, it’s going to be really difficult to use it and have your brand stand apart.

If you hear a lot of similar words and phrases, don’t stress. It’s not ideal but you’re putting your brand in a stronger position by being aware of what you would have said that other businesses already are. Now you’re in a position to take action to avoid sounding the same – and your message getting lost.

What’s Christmas Got to Do With It?

So back to Christmas then, why bring that up?

Simply because we know how hard it can be for a lot of SMEs to find time to focus on marketing. This is a way to take stock of what you want to say against what’s already being said, and to move in a different direction if you need to.

It’s like a 9-month long marketing fitness camp as you get your messaging into shape. By being aware of what consumers are hearing – particularly words, phrases or offers they’re hearing repeatedly – you can work to create marketing that stands out.

Christmas is a busy time of year, and NOT sounding like everyone else can bring rewards when consumers are in a spending mindset. And having worked on this throughout the year, it puts you in a prime position to not only drive a successful Christmas, but to start next year with real marketing momentum.