Slogans: every company has one, and many of us don’t have a single clue what they actually mean. They might be catchy, profound, inspiring, funny… or even annoying, incorrect or downright weird. But one thing they all have in common is that someone, somewhere thought it was the perfect way to quickly sum up whatever the brand, product or service at hand. And while they might be right, if the non-company employee doesn’t get it, what good is it?
There is always something utterly ambiguous about a company. The owners, employees and their families are excited about the business model and what it stands for. The customers (kind of) know what the company does or offers. But somewhere along the way, we all get stuck either being on the inside looking or, or on the outside looking in. And while we may all be looking through the same window, what we see on the other side usually doesn’t come close to what the other people are seeing. Sound familiar?
I’d like to be as un-ambiguous as possible, so let me tell you a bit about MMI and our slogan – “Marketing That Matters” (sounds deep right?). I thought it was great when I first heard it – but that’s because I understand what it means. If you don’t, you might think we’re really full of ourselves, or a non-profit or charity, etc, etc. So what does it really mean? Here goes…
We contract with military bases to produce their base newcomer’s guides, directories and maps – important resources people PCSing, TDYing or visiting the base need. The guides have plenty of information about the base itself, but also about the community because, let’s face it, no one wants to spend their entire time on base.
So, businesses have the unique opportunity to market themselves in these publications – putting them in front of personnel at a time when they are most likely to need them and are ready to make purchases. In fact, new residents typically spend in 6 months what current residents spend in 2 years… Sounds pretty tempting to market to.
So that’s the “marketing”. Why it matters (aside from the business side of ROI) is that while the businesses who advertise within the base guides are increasing their visibility and business, they are helping to support and keep the guides running. With little to no budget for them, business sponsors are the only way we have been able to give the military personnel the resources they need for their bases since 1981.
Get it? Help build your business; help support the military base guides and directories programs – Marketing That Matters. Not to sound too cliche, but that’s a win-win.