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Your in control of how the public views
your company, so make yourself known! |
No matter how big or small your business is, the desire to grow and reach new customers is constant. The most effective marketing campaigns use a multichannel approach. But, you must ensure you are marketing to the right audience in the right way. A layered campaign involving a broad and passive approach working simultaneously with an aggressive and narrow marketing strategy is the most effect way to build your client base. In order to maximize this dynamic marketing style, an understanding of whom to which you are trying to sell, and the range of your marketing spectrum is required.
Going Big and Passive!
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Awww, cute. Is your company
the big teddy bear everyone likes? |
Prospect marketing must expose your brand while engaging potential clients in need of your company's services. For brand exposure, a passive approach must be taken. Advertising mediums such as television, newspapers, internet, and radio are great ways to make people familiar with your company name without a high pressure sales campaign or annoying spam messages. Brand recognition is built through repetition and familiarity. While building brand recognition, try to avoid over exposure; you don't want people to develop a sense of frustration or agitation because your company is everywhere. Just make a clear presence without over exposing. (less is more . . . and cheaper!)
The more people hear your brand name, the more comfortable they will become with it, even if they have never previously done business with your company. In psychology this is called habituation - the process of becoming familiar and therefore comfortable with an elicit stimulus. Familiarity is one way to draw potential clients to your company. Make people recognize your name, even if it is just locally or regionally. Then, as people recognize your brand, you can tell them what your all about in a personal and direct manner. This is where the narrow and aggressive side of your marketing campaign takes over.
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Make sure your offer has a personal touch.
This way prospects feel like your ad is a gift! |
Whether your brand is established or not, you want your marketing strategy to feature a specific prospecting campaign to target potential customers who are in need of your product or service. Many data companies out there can filter lists for countless criteria, such as; industry, sales volume, number of employees, geographic location, etc . . . Determine who the target audience is for your company through the various criteria and then target a direct mail campaign for these potential clients. Send an aggressive offer or sales message to them displaying how your company will resolve their problems. Appeal to them using a specific offer that will positively effect their lives.
Be Personally Aggressive, Communally Passive
Keep the aggressive marketing out of the mainstream! Make sure your company has a passive brand image in your broad and highly public marketing campaign. You want your community to view your company as a positive influence in their daily lives, not an aggressive advertising nuisance. With that in mind, when you send direct mail to people in your community, use a personalized and specific offer, they will not see it as a nuisance, but as a welcome invitation for a great deal on a local service. Moreover, if you have a pleasant brand image thanks to your passive marketing, then your direct customer contact will be a welcomed and informative offer to those who receive it!
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Everyone has personal needs and so does your company,
but present your brand as a part of the community,
then market to each individual based on
what your business can do for them! |
A combination of an aggressive, specific appeal with a passive, brand recognition campaign will generate a network of familiarity for your brand within the local community. Even if you are a national company, a regional campaign themed to a specific demographic area will generate additional local growth. If you can coordinate a well-targeted, aggressive, personalized prospect mailing campaign with a broad, brand recognition approach, you will undoubtedly see your business boom!
