Firm touts 'on-target' branding services
By Furniture Today Staff -- Furniture Today, March 18, 2007
Philadelphia — Product messages can miss the mark badly, according to a branding firm that's offering its services in the home furnishings industry.
Some manufacturers might promote product "benefits" that actually have a negative impact on sales, say consultants at Hunter, a strategic marketing company based in Chester County, Pa.
The firm's president, John Willis, and Vice President of Sales Shawn Gerety plan to visit next week's High Point Market to talk to prospective clients. They'll promote the company's in-depth brand development product called On-Target Branding, which identifies the most important benefits a manufacturer's brand offers and points out messages that may have a negative influence on the brand's image.
"Knowing exactly what motivates a customer to purchase a product is vital information," said Gerety, a former furniture sales representative and retailer.
Some of the most useful information is finding out if there are "assumed benefits" that actually hurt the sales process, said Willis. "You'd be surprised how often companies undermine their own selling message," he said.
"For instance, a hospital emergency room staff learned it was raising an unnecessary red flag by proclaiming, 'We get the diagnosis right the first time'," said Willis. "That message raised a concern that wasn't on their customers' radar screen — the problem of accurate diagnosing. Now consumers had a reason to ask, 'Should I be concerned?'"
He said the purpose of the On-Target Branding program is to help build an effective strategic marketing plan around a strong and relevant brand.
Hunter won't have a space at market, but Gerety can be reached by e-mail at shawn@rjhunter.com or by phone at (877) 363-0606, extension 804.
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