How Marketing Amplifies Value: A Strategic Approach to Growth

Whether you are launching a new product, expanding into a new market, or trying to improve awareness of your company and brand, it is a good idea to take a step back and reflect on what worthwhile marketing actually does for your clients; it is about clearly communicating the inherent value of your product or service.

Effective marketing looks different for each client. At VIA, we often begin our marketing efforts by distilling value into something unique that our clients can harness to their advantage. This is defined as the “unique value proposition.”

We focus our marketing efforts on amplifying this value on behalf of our clients and reaching as broad or targeted of an audience as necessary to achieve their goals. We consider marketing to be value amplification, and it guides the work we do for our partners.

Value Amplification

To begin amplifying value, agencies and clients must first understand and agree on what they bring to the table (AKA what they offer their customers).

Marketing is crucial in bridging the gap between a product or service's inherent value and how that value is perceived in the market. It's about helping the audience to see the product or service in the same light as the business.

For example, for our client who sells industrial supplies and bases their business here in Louisville, KY, its location offers value that most customers may not realize…

Customers likely won’t care that their company is headquartered in the Bluegrass. What they will care about is their warehouse, which is just 15 minutes away from one of the largest air cargo hubs in the world, and which sees roughly 400 UPS flights per day! This enables fast, same-day shipping on valuable resources to keep their clients’ operations running.

We can communicate this value with ad copy like, “Near one of the largest cargo hubs, we can quickly ship parts across the US!”

How Effective Marketing Enhances Different Forms of Value

We work with various clients across industries and sectors who provide differing forms of value depending on their organization. Understanding what type of value our clients offer is vital in helping them sell their goods and services.

Tangible Value

For some clients, the value they offer is straightforward: tangible benefits. This often relates to physical goods, like a vehicle with excellent fuel economy, but can also apply to services, such as software that saves up to 10 hours a month in administrative work. Effective marketing highlights these defined and measurable benefits.

Intangible Value

Some brands should emphasize their intangible value, such as trust and reputation. For instance, clients expect timely delivery of the right product. While less tangible, marketing these feelings of certainty and confidence can enhance customer loyalty.

Relational Value

Some organizations need to highlight their relational value, which can be more abstract than intangible value. For instance, an organization hosting an annual holiday event provides not only tangible benefits but also creates positive memories for friends and family. Marketing this relational value can emphasize relationships, experiences, and community connections, which can significantly boost brand advocacy.

Picking the Right Channel

As there are different types of value to convey in your marketing, selecting the proper channels to communicate your value is an essential decision in your marketing plan.

Tangible value is often the easiest to communicate and can be leveraged through tactics like display, paid search, and social media. These mediums offer great reach but little real estate to sell a complex story.

Conveying more complex ideas, such as intangible and relational values, typically requires extra room to tell a story effectively. Email, organic social posts, or paid social media campaigns provide marketers with that ability.

Content marketing, however, is a proven technique for telling a more complex story and communicating non-tangible values with customers. It can take many forms, such as blog articles, case studies, branded videos, testimonials, etc.

For example, take a look at our Case Study Library. 😉

Experiential marketing can create lasting impacts and encourage advocacy. It includes various mediums such as events, educational opportunities like webinars and training courses, and merchandise such as branded apparel that customers wear publicly, turning them into micro-brand ambassadors.

Choosing the right channel for your message is as crucial as defining your value. VIA helps clients identify their unique value(s) and select effective marketing channels for amplification.

Effective marketing goes beyond promoting products and services; it helps convey a brand's value. By clearly communicating a business's unique proposition, it aligns brand strengths with customer needs.

Successful marketing uncovers and amplifies value rather than creating it. By focusing on strengths and utilizing the right strategies, organizations can achieve meaningful growth and connect their vision with customer realities, driving success.

To learn how we can define and amplify your value, contact us today!