Consumer Logic in Branding

Benefits are merely a form of self-assurance to the natural ego. As people we instinctively and incessantly weigh the pros and cons of a situation, hoping to always gain, and rarely regress, a simple yet somehow convoluted concept when it comes to business principles.

For many businesses, consumer gain becomes lost in the translation of the product or service offering, deriving selling points from features and results rather than the benefit. The loss ultimately gives you an uninterested consumer. Therefore, it is crucial to remember that in order to capture the human interest we must touch the primal need of self-advancement by imparting advantage or profit gain to the consumer’s life.

Stressing features and results does not fulfill a need; it only implies it. When you sell features you don’t have to know anything about your customer, it is faint communication, or lack there-of, that only scrapes the surface of what we call consumer engagement.

Flashback to a lesson in Marketing 101

We should be looking at benefits as a perceptible tool, a ladder in the human hierarchy of needs. A tool for fulfilling the necessity for acceptance, success and esteem. Therein lies the explanation to grasp this notion of benefits over features.

Relative to our last installment of Tuesdays with Tukaiz, Believe in Why, the power of clearly communicated benefits, and the reason why they matter, is a fundamental part of the foundation of your marketing. Tukaiz aims to go beyond benefits that meet consumer expectations, by raising the bar and not losing sight of what it means to be advantageous.

Tukaiz is Going to Graph Expo

At Tukaiz, we pride ourselves on our ability to innovate and set the pace for the marketing production world. And we have taken it upon ourselves, as responsibility, to kindle new technology to further marketing solutions. In January of 2012, Tukaiz became one of the first companies in the United States to implement the Scodix print solution.

What is the Scodix solution? It can be described as sense enhancing print, or a new dimension of print expression, or even sensory technology, however we describe it as something you just have to touch. The excitement that the Scodix has generated for the marketing community is huge, and that is why Tukaiz will be partnering with the Scodix team for the 2012 Graph Expo Convention in Chicago Illinois, this October.

Sharing a booth with Scodix will give Tukaiz a chance to give attendees a first look at the capabilities of hybrid technologies, and how companies like us are using them.

www.graphexpo.com

Know What’s Going on Backstage

Local marketing efforts and relevant, timely messaging is crucial in reaching today’s consumer. Managing these efforts through corporate can be costly and timely to maintain; while empowering your franchisees to manage these efforts is unnerving.

Backstage is an online marketing management production system that allows you to remain in control of the brand, the quality, the materials ordered and the available customization options.

Tukaiz’ powerful core platform Backstage,
used by several leading brands is customized to:

	Streamline marketing procurement and production
	Eliminate waste and obsolescence
	Control brand integrity
	Develop relevant and targeted local marketing materials
	Justify spending using measurable results

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