If you head over to Costco around noon this weekend, you’ll be able to make a lunch out of all the free samples being distributed. Why does Costco do this? Because of the positive Frame it creates for your shopping experience. The sampling creates a “fun” atmosphere (not an easy task at a vast warehouse store), establishes a great Frame for the products being sampled (“this is great, I think I’ll buy some”), and gives people an incentive to walk through the door.
How is your product or service framed?
|FRAMING YOUR MESSAGE
The Impact of The Frame
When implementing your marketing program, an important concept to keep in mind is the Frame. Why? Because an otherwise perfectly targeted and executed marketing message can be completely undermined by the wrong Frame.
What is a Frame? A Frame is the message that precedes your message, or the context in which your message is viewed or received. The “set-up,” if you will. The Frame shapes your prospect’s assumptions and preconceived notions. A positive Frame increases the chances that your marketing efforts will succeed; a negative Frame can derail an otherwise great program.
Some Common Frames
Let’s take a look at some of the Frames that may be impacting your marketing program:
How is your message framed? To reach your goals, pay close attention to this important element of your marketing program.
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