A solid marketing strategy requires leveraging multiple touch points. Having a one-trick marketing tool box likely won’t get the job done. Consumers are bombarded with thousands of messages a day. To be successful, companies must hit the unengaged public over the head with tactics that build top-of-mind awareness.
Start with those you know
One of your primary marketing targets should be people with whom you already have a relationship. They know you, trust you and are likely to refer you to new leads. So make sure your company stays on the tip of their tongue. Let these audiences know if you’ve introduced new products or services, or enhanced existing ones. Don’t be shy about “up-selling” or “cross-selling” different product lines or services to these consumers who already know you, but may not know your full scope of products or services.
Stay on them. Mail these groups newsletters. Send emails with timely information and direct-mail with information about sales and special promotions. If you offer business-to-business services or products, invite them to an annual function for your company.
As always, ads are key
In addition to working your database, advertising is key for most types of businesses. Today’s advertising options are diverse. Newspapers, Web, radio and TV are just a few places to reach general audiences. When it comes to more specialized advertising for business-to-business companies, trade journals and business sections of newspapers can be advertising outlets to drum up awareness.
Public relations is one of the most powerful sources to create top-of-mind awareness. Frequent news coverage and the occasional feature can position your company as an industry leader. Being quoted in the newspaper is a powerful endorsement — it “credentializes” you as an expert. In addition to direct news stories, commentaries, letters to the editors and speaking engagements all are ways to establish yourself — and your company — as “thought leaders” and experts. But don’t overlook more routine types of PR such as new product announcements, personnel news or the formation of relationships with significant new clients. All of these are ways to demonstrate your company’s vitality and keep the public aware of your products and services.
Developing marketing programs that beat a steady drum with multiple touch points is the way to create top-of-mind awareness. So beat the drum, and position your company as the brand that people think of when they need your product or service.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
