Creating Awareness With Targeted Messaging

Awareness eBike

 Creating Awareness With Targeted Messaging

Almost four years ago, I bought my first electric bike. Last month I bought my second. As the years and seasons have rolled past, I find myself blazing around the streets of Doylestown with greater speeds, and heavier loads than I ever thought possible. I can easily carry $100 worth of groceries without strain. I’ve become an unapologetic convert.

 

The electric bike combines the distance advantages of a car with the city friendly capability of a bike – you can bypass all traffic jams and jump freely between roads, bike paths, and unpaved areas to find the most direct route, and park for free.

 

Riding my eBike makes me feel empowered. Creating no pollution or noise, I am eating gigantic hills for breakfast and flying by spandex clad riders while wearing business attire.

 

On nice days, I allow additional commute time to show courtesy in answering the flood of constant questions I get about my bike. Over the past four years, these questions have not waned, only increased. “Hey, does that bike have a motor?” “How fast does it go?” “How far does it go on a charge?” “Where did you get it?” “How long does the battery charge last?” “How much does one of those go for?”  The questions go on and on, and I’m happy to answer them.

 

Lately, I’ve been noticing a lot more unapologetic eBikers flying around Doylestown.

 

This fascination in my mode of transportation has gotten “my wheels turning” if you will about Malcolm Gladwell’s book, “The Tipping Point.”

 

Gladwell theorizes that “hits” or “fads” happen in the context of an epidemic   – when a few highly infected fans become viral infectors for a product or idea by adopting it themselves and spreading the word.

 

With that in mind, DeeterUSA helps our clients:

  • Gain exposure: Knowledge comes from exposure. Having a message that reaches their target market in a relevant and timely way establishes credibility and offers value to the recipient.
  • Understand the importance of social proof: We’re more likely to buy if we see people we know — particularly if we admire and respect them — buying too. This principle is what makes User Generated Content (UGC) such an effective form of content marketing. We help our clients develop editorial strategies for social media to assist organic search (SEO) and page engagements to increase brand awareness, website traffic, and, social media community following.
  • Realize buyers look for confirmation: Once buyers have committed to making a purchase, whether out of necessity or trend, they look to the internet, social media, family members and friends for confirmation that this is a good purchase. The true value of publicity is found in the endorsement – direct or implied – of third parties.

 

While I don’t know if eBikes will become a “hit”, it’s important for us at DeeterUSA to help our customers tailor and develop messaging to move their target audiences from unawareness to awareness, to interest, to conviction, and ultimately to sale/purchase.

 

Happy Trails,

 

-Jill

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5 days ago

Deeter USA

50 ... 40 ... 30 ... 20 ... 10 ... SCORE!!!

This morning when going to work, my thoughts were:

- Another week has flown by, even in the stand-still of the coronavirus.

- Negative news far outweighs the positive - I think newscasters must stand in front of a mirror and practice sounding as frightening and disturbing as possible. When did local and world events become show business?

- To add to the worry of one friend with cancer on her face, another with cancer of the brain getting a super chemo boost right now in the hospital, I just learned that a special neighbor will have totally unexpected colon cancer surgery Tuesday! What?

- My husband and I have known 33 people who have died in the past year, 10 were close friends.

- Our business is "hanging in there" after 35 years of diligence, ups and downs, and lots of great experiences. Some clients simply paused to see what was going to happen. Fortunately, others see this as a time to rise above all others and make lemonade.

- Our family has grown up way too fast, and they are all wonderful, unique individuals, very very special to us (I always try to find the positive and this is at the top of the list).

So, I began to think of a football game. Not that I like football very much, I tolerate it. I'm not into pain. I know enough to see the team moving the ball down the field - one play at a time. I compare this to the coronavirus and what we're experiencing now. We must have a game plan. We must be flexible and able to adapt when needed. We move forward a play at a time. Opponents try to stop us. Team members stumble, get hit, get hurt, and leave the game. We continue down the field, otherwise we're out of the game. We MUST get the ball into the end zone if we want to score a touchdown and win.

Some people are content to watch the game. Some tailgate like it's some sort of party. Some play but they fear getting hurt so they don't really give it their all. Others want to be on the team but don't do much. Someone's the water person, some are cheerleaders, some coach. And the game is won by those who work together, give it all they can, keep their eye on the ball as they move it down the field, stay focused, and "can see" the celebration that will happen when they score.

We're all in this pandemic game, whether we choose to be or not. We have to do all we can to get into the end zone. Work as a team, follow the guidelines, take care of one another, follow our coach, and be prepared to leap for joy when we win.

- Linda Deeter
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6 days ago

Deeter USA

We have some fun experiences and enjoy saying, “Every day is different.”

From Kirk today, remembering when we launched KUDOs Granola Snacks ... “Years ago, when I had a full head of hair... shaking hands with the great John Denver. I just spent a couple days in the backcountry with the family... and the guitar. "Rocky Mountain High" has always been a standard, but this summer, for many reasons, it means a helluva lot more. His voice, and his tunes will never be forgotten, at least not in these mountains. We're still playing them, and the notes are bouncing off the rocks and over the streams. True legacy.”
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