Jackie Snyder of the marketing firm JaxMarcomm, gives a marketing seminar to members of the community, Thursday, at the Roswell Chamber of Commerce. (Mark Wilson Photo)
Marketing doesn’t just involve Super Bowl commercials and flying blimps; although, most businesses would agree that, if they had the budget, a banner behind a plane would probably be nice.
However, reasonable marketing is within reach, and in a presentation at the Chamber of Commerce Thursday morning, experienced marketer and entrepreneur Jackie Snyder talked about the basic points that can help any business in their marketing endeavors.
Her talk focused around five key points: talk less, be visual, stand out, get emotional and tell your story.
“A lot of small, locally owned businesses don’t have the budget for expensive marketing,” Snyder said. “But today it’s so much easier to reach your audience (through social media). You don’t need an expensive agent.”
And after being in marketing for 20 years, she knows a few things.
Point one: “talk less;” use less words. This point ties in as well with the next, “be visual.”
For most people to understand a sentence, it should contain 12 to 15 words. But it’s always better to show instead of tell. People remember pictures better, mostly because the brain processes visuals 60,000 times faster than it does words.
But through these visuals it’s important to “stand out.” Snyder encouraged business owners and marketers to find what makes them different. She challenged them to be diverse in some way.
One way to stand out is to “get emotional.” Businesses want to be interesting and interesting is defined by arousing the feeling of interest. This feeling is discovered only when the conscious becomes aware of the unconscious emotions. To achieve this, advertisements need to align with passion, build a relationship and/or tell a story.
The final point is “tell your story.”
Telling a story is Snyder’s favorite part, she said.
On the back of Snyder’s business cards are the words: “What’s your story?” This is her tagline, and it’s the first question she always asks businesses. The only way to stand out and reach the audience is to tell a specific and personal story.
“My favorite part, I think, is helping customers realize how special they are,” Snyder said, referring to her job helping companies learn how to best market their wares. “I talk to them to get to the nugget of their business and see that light in their eyes.”
Whether a business is large or small, Snyder said it’s about the story told, and even the smallest businesses can have a winning five-point marketing strategy.