By Chris McClure Contributing Editor
There is an old marketing adage that says, “perception is reality.” I believe it. In this case at least, my belief reflects the truth of that adage. I believe it, so to me, it is real.
Perception is shaped by many things – environment, experiences, friends, co-workers, influencers and, most of all, by repetition. If you hear or see something enough times, your mind begins to accept it even if it is not logically sound to do so. Marketing departments in large corporations count on this. Governments count on it as well – it is a basic tenet of propaganda.
I think I just equated marketing with propaganda.
This concept of repetitive, consistent messaging is the underlying basis of all successful marketing campaigns. Think “Beef. It’s What’s for Dinner.” We heard it for years resonating from our television screens in a deep, sonorous, western-sounding voice, and it embedded into our psyche. Another example is, “Coke, it’s the real thing!” How about, “I’m a Pepper, you’re a Pepper….” – well, you get the message. In these cases, not only is the message consistent and repeated frequently, it evokes positive images.
What image comes to the minds of most people when they hear the word feedyard? Is it positive, or is it negative? What is necessary to change that image in the eyes of the consumer? Is it time for some re-branding?
What if people thought of a feedyard as a hotel for cattle? Welcome to the Bovine Holiday Resort with a 24-hour open bar (water tank), continuous buffet, on-staff or consulting dietician, room service, on-staff doctors and consulting medical specialists, etc.?? Transportation to and from the facility is provided for a small additional charge. Billing is handled by our expert staff and can be financed for a small charge under certain circumstances. Locations are available in a high-and-dry rural western setting with endless views and amazing sunsets. Call today!
What image comes to the minds of most people when they hear the word feedyard?
What, in that entire paragraph, isn’t true? It certainly describes the cattle feeding industry, but the images are a bit different than what most people perceive when they hear feedyard.
Choosing words that stimulate positive thoughts is key to successful messaging. The industry has begun to transition much of the language that was embedded for years into words that are less provocative to sensitive ears. The word harvest has been adopted to replace other words, which I will leave out of this commentary since it will end up on the internet where search engines key on specific words. If you don’t want a search engine to lump your message in with a less desirable list of messages, avoid those kinds of words! We now have market cows instead of, well, you get the picture.
Awareness of how words are used to deliver the message to the desired audience is important. (See the previous paragraph.) When we craft our messages, we must remain cognizant of the method of delivery to target audiences. Is it going on social media? Yes. Even if you don’t intend for it to be posted there someone will post it.
As I travel for my real job, I take lots of photos, many of which end up on social media. I try to always ask permission – first, if I can take the picture and, second, if I may post it. Once it goes on the internet there is no recalling it. It’s worse than hitting “reply all” on an email when you only want one of the recipients to receive that reply. Oops.
If you are building a brand for your business, you must keep these things in mind. As an industry, we must keep these things in mind. Words are important and context is as well. How many times have your words been taken out of context to help someone else further their own agenda? Too many times to count. You might think I would learn to keep my mouth shut.
Most people don’t think; instead, they react with a conditioned response. Our military uses that to the extreme. They drill the message into recruits until they are one giant reacting machine. Corporate marketers do the same thing to their target audience.
This whole subject brings the idea of pre-conditioning to mind. We pre-condition cattle to perform to our expectations. Marketing is a lot like pre-conditioning. It is a consistent messaging that sets the stage for performance – consummating a sale. If I haven’t convinced you, re-read this until you get the message. Perception truly is reality.
