Good Day
A lot a businesses do it and waste their money. It’s one thing for big corporations to do it; they can afford it. But when it’s small businesses, they can go out of business. What am I talking about? It is called awareness or brand advertising. That’s where you run an ad that doesn’t sell anything. All you’re doing is getting your name out there, “building brand awareness” so maybe people will remember you.
You see the ads all the time. In fact, you can see great examples in a free one sheet newspaper that is located in lots of fast food places. It is full of small business card ads that list the company name, tag line or message, phone, address and web site. A great ad might even offer a percentage off or a free brochure hoping to attract customers.
The business owner is sold an ad run for a number of issues; this is known as repetition marketing. You know potential customers have to keep seeing it for it to sink in (which is true), but you have to offer something that gives readers a reason to take action, which these ads do not.
If you do run brand awareness ads, offer something worthwhile and add a tracking code so you can track your response rate.
By the way, I am at my multi-day mastermind meeting putting the final touches on the “Amazing Marketing Kit” a DIY kit that gives you the tools and resources you need to advertise and market your business. This kit is based on over 20 years of marketing and communications experience. Watch this space for more details.
Until next week,
Great Things Happen, But You Have To Take Action, NOW!
Philip FreedmanYour Doctor of Customer Retention
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