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?
look at a piece of art in a museum the underlying
assumption is that the art must be "good"
in some way, since it's in a museum. What
if you saw the same piece of art being peddled
on a street corner? How would this change
of context change your perception of the
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
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:
of Mouth - Why is word-of-mouth advertising
so successful? Because it's an incredibly
powerful Frame. Your prospect is already
"sold" before he picks up the
Design - Your graphic design frames
the context of your company's message.
Does your design announce that you are
you highly professional? Family-oriented?
Hip and trendy? Guard against undermining
your message with poor or inappropriate
Ads - Print ads are framed by the
editorial and advertising contexts of
the advertising vehicle. Would you frame
an ad for Prime Rib with an article about
the benefits of vegetarianism - or in
a publication targeting Hindus? Would
you want that ad next to an ad for PETA?
How is your message framed? To reach your
goals, pay close attention to this important
element of your marketing program.
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Historically Another Perfect Pool has grown
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possible Frame for their business. Take
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I wrote to learn about the benefits of hiring
this pool service company.
2009 Linda Marienhoff Coss