I bet, like me, you have a draw full of pens with logos, branded stress balls, mugs of different sizes and colours with a company contact details, coasters, mousemats, post-it notes, etc, etc, etc.
What, on the surface appears like garage sale fodder, might actually be useful for the one reason why they were created in the first place.
Brand recognition is all about placing your name in front of potential customers. Message repetition is one of the reasons why you see the same advertisement on television in close succession, or why outdoor billboards generally have a lifespan of 30 days. It’s all about brainwashing potential customers to automatically remember you when they need something that you have.
The difference between the expensive, but far reaching advantages of media advertising is that the majority of the impressions that may occur with the general public, few will actually react, yet alone recall your name when they need it.
So, to get more bang for your buck, the obvious solution is to target your marketing; and all marketers will bang on about this – heck, I think I have already written a couple of articles on this same subject myself.
On the subject of targeted marketing, what and how you proceed with will be determine by what you offer, who you offer it to, how you offer it, and what your competitors are doing. There are certainly some very important business principles when it comes to ROI, but unfortunately, we tend to gravitate to message services that reach the greatest number of customers for the least cost, then the expenditure is easy to justify even if the ROI is rubbish. The problem is that everyone in your operating space is probably doing the same thing, this means that your message becomes diluted in a sea of sameness.
I am not suggesting to abandon the social media marketing, maybe just think a little bit about what you are doing and maybe try a different approach.
Marketing is all about wooing a customer; enticing them with an offer that is better than your competitors, offering a product that has greater value that someone else’s. Think back to your dating days – maybe it was last night. Did you caste a wide net and picked up a lot of by-catch, or were you more targeted in the game.
Wooing your customers does not mean romantic dinners for two, or tickets to the opera, it is about using something a little bit more special; a little bit more expensive, something that you don’t generally throw around like confetti. You would be surprised the millage that you can get with a nice (disposable) gel pen. These things cost cents in the dollar, are useful, and valued….. and if they have your name on it, then the brand repetition that you need happens automatically.
Treat your customers in some way; maybe chasing the more lucrative ones might give you greater return and/or satisfaction than the rest.