Ten Reasons to Market your Business Frequently

People have new wants and needs every day: Very few people have a need for any specific merchandise item on any given day. Frequent marketing reaches this “thin market” when they are ready to buy, not just when you are ready to sell.

Reaches your customers – regardless of media habits. Frequency builds awareness. Awareness builds familiarity and familiarity builds trust. Conventional wisdom says that your audience needs to be exposed to your ad 2.5 times to sink in and build awareness. Just like dieting, advertising gets the best results over time. Each ad builds on prior brand recognition.

Offers you the best rates. Most media today offer significant incentives for increasing frequency. Whether these incentives are for repeating an ad in a certain period, contracting to run a certain amount of space over time or investing a certain amount of money, media outlets recognize the need for frequency and encourage customers to use it.

Today’s ad may influence, but tomorrow’s will close the deal for a  luke warm prospect. Like pushing a ball up a hill, it is better to push slowly than to push quickly and run out of energy halfway up. However pushing the ball up hill in the wrong season may not give you the reward you desire. Remember a consumer needs to see your message at least three times before deciding to act.

Beat your competition. If you are not advertising as much as your competition does, who is more likely to reach the consumer who is ready to shop?

Every day You: Open your store. Keep your shelves stocked. Have your staff come to work. Shouldn’t you invite customers in by advertising frequently? Advertising is one of your smallest expenses. Yet, not using it often enough can kill your business. For the average business, the investment in advertising could be as low as 2-3 percent.
24-hour options: No longer must you wait for tomorrow’s paper to get your message out. You can now send targeted marketing messages almost instantly to customers that are in the market to buy. Deadlines are now when ever you would like them to be, so the excuse of missing deadlines just does not have to occur.
Build marketing campaigns on your schedule.

Higher than average results. A study by Information Resources Inc. in the 1990’s indicated that base sales and price elasticity change over time with the pressure of long-term advertising. Brand equity grows with increased advertising. Furthermore, the long-term effect of advertising led to a brand being less price-sensitive. This phenomenon has not change in the complex media environment we now live in. The more the consumer knows the brand the less scrutiny it will have when regards to price and quality.

Cut through the clutter: Mohammed Ali did not become heavyweight champion of the world by punching 20 people one time each. No, he became the champ by punching one guy 20 times. By applying frequency to the poor opponent’s head, Ali was able to bring his message home. In today’s media environments this is easier than ever, with analytics and targeting opportunities with Mobile, web, and direct mail targeting

People Forget: What are the statistics about how fast people forget? It used to be that something like 80% forgets a message in 24 hours. But, I forget.

Branding in 2011 – Top five vehicles

As business owners peer into the New Year how will they measure their brand value in the coming year? How will they improve it in a culture that has limited stickiness to it in forms of loyalty? What vehicles of marketing will be most valuable in brand building in the coming years?

Here are my top five lists of Brand Building Vehicles for 2011.

1) A Viral Social Media platform – You cannot deny the massive movement in social media. Businesses large and small must invest and work on the viral effects of their social media. Contests, content, video, give-a-ways, consumer content… etc. If your company has not changed their hiring practices to either have a full time Social media talent on staff or have hired a professional to build and support these efforts in 2011 make this your first priority.
2) Community Branding – Attach your business to as many community functions as possible. In this economy consumers are going to be looking more and more to their community for family entertainment and feeling of a connectedness to their neighbors. Companies should update their brand marketing, Pens, calendars, t-shirts, etc… Plan to give out new (updated) products to customers and clients this year and freshen up your brand. Be a sponsor of a community event and pass out free items branded with your website and social media sites helping drive new traffic and increase brand awareness.
3) Mobile Web – The invasion of the Mobile App is contagious. Smart Phones will out number traditional phones 2 to 1 by the end of 2011. Consumers at this point don’t even know what they want to down load as an app. Consumers want a function that improves the quality of their lives all bundled up into the apps on their phones. Us this for your companies brand. The Mobile Web marketing engine has already changed from “you must be in the app store” to community based apps and web marketing. Local business must now have a functioning mobile web application that provides information, links, maps, special offers. Use the mobile web and app movement to build your brand loyalty and 1 to 1 marketing capabilities. Using a mobile app/Web platform to launch SMS text marketing campaigns and viral contests with new customers can become a complete marketing engine in 2011 that will provide not only brand loyalty but also brand growth.
4) Video Blog – A picture is worth a thousand words right? Well a video today is worth ten times that because if it has value to the consumer they will share it with the world. It is like word of mouth marketing on steroids. How many times in the last year has someone sent you a video from you-tube? Video Blogs can be added to most company websites and will create great results on search engines.
5) E-mail Marketing or Direct Mail Marketing – I am split here on this one because I believe there are two types of consumers that we need to be aware of here. The First is a “paper free believer” they want everything via electronic media. They are almost reposed to believe we still print newspapers and direct mail wasting our natural resources. The second is the “stop bugging me in my private space group” This group could be the traditional group that still has not embraced the technology, or the professional group that is still in the belief that people are wasting a lot of valuable time using the social media.
Whichever group you are targeting both media can be used to enhance all four above and can be effective ways of building up a base of consumers in 2011. Less competition has survived in the current economy that means your business has market share to capture. A good Direct Mail campaign can give you a fresh new group of consumers into the top of your marketing funnel.

Each of these Brand Building vehicles can be done on almost any marketing budget and be effective. In 2011 take action and start early, the greatest growth in market share will happen early in the cycle. Don’t let your business be caught on the sideline as your competitors steal the market. If you are not sure where to start check out a few of these sites for help: http://www.wcmobi.com ; http://www.copmanycasuals.com/valetbranding ; http://www.opvinc.com .