Why is marketing often viewed as a grudge purchase? It may simply be because it lacks that feeling of instant gratification. When you buy a product for example, someone hands you something and you feel justified in spending your money. Yet many view marketing as something you throw money at and simply hope for a return. Department store magnate, John Wanamaker, once famously quipped that half the money he spent on advertising was wasted. The trouble was, he didn’t know which half.
Let’s face it — we’re wrong.
We all know marketing needs to be done consistently. If not, your opposition will be seen and not YOU. After all, a business without a sign is a sign of no business.
With some thought, marketing can be very cost-effective and yield quick returns. One of the most effective marketing tools is word-of-mouth. Having people talk about you (ideally, all good stuff) can be extremely powerful. However, people have short memories, so you need to continually plant your brand firmly in their memory space. You can accomplish this by taking advantage of brand exposure whenever you get the chance.
Get your brand entrenched in your target markets’ minds.
Studies are still underway to determine the reasons and methodologies behind why certain bits of information stick in our minds without us even knowing. We have all had that experience whereby we grab something in a store without any conscious awareness that we are doing it. Why? It’s simple. That brand has been entrenched in our mind through marketing.
Seeing those branded trucks, TV ads, event sponsorships and retail banners all contribute towards driving that brand further into your subconscious. When you are in “buying mode,” you may find yourself being drawn to that brand.
Don’t lock your branding in a cupboard.
Flying Banners, A-Frames, Gazebos and Umbrellas provide you another cost-effective tool for garnering more brand exposure. Do not buy your branding tools and then lock them in the cupboard for that annual golf day or trade show. Let everybody use them!
Yes, be smart. Bring them to your kids’ school functions for extra shade. Set them up at an outdoor festival to denote your area. Use them at a pre-game tailgate. Let everyone use your gazebo or umbrella for extra protection against sun or rain…and gain extra exposure for your brand at the same time. It’s a win-win! Using your branded items regularly is another very cost-effective method of getting your name out there.
If you believe in your brand, let everyone know about it!