We are constantly exposed to big brand advertising and I think some us see this high volume exposure as a sign of success. But this should not mean small business owners should try to replicate the advertising of the big brands. The reality is it is just way too expensive and a very ineffective way to get leads.
Global corporations spend hundreds of millions of dollars creating brand awareness on the basis that they want everyone to purchase their product or service. Clearly, its not wasted money as we can all identify the logo's for most of these organisations but people things they perceive as valuable regardless of the logo. And any business owner with a good marketing strategy knows that not everyone is their ideal client.
By comparison direct marketing is much more effective. It allows you to target your message to your ideal client and thereby leverage your efforts. There are many methods and media of direct marketing and all of the diagnose and prescribe. By diagnose and prescribe i mean they highlight the problem, fear or frustration and prescribe a solution that emotionally engages the ideal client to buy.
But does this mean that brand advertising for small business is dead? No! It is still critical to build a brand. Your brand displays your organisations culture, its something you and your team emanate through everything that you do, not how much money you spend on brand advertising.
Here are six ways that any business can build their brand without spending a cent on brand advertising:
This article was prepared by Shannon Daniels from emanation. If you found this information useful, please comment below, subscribe above and like us on Facebook for more great content like this