Yesterday, my compadre Brian and I had the opportunity to attend an
Advertising Forum put on by the local Cumulus Media Group (Kevin Wodlinger) and Michael Tate. When we first walked in, we thought it
was going to be a giant sales pitch, but to our delight, it was not. Michael
Tate was full of great info and nuggets of information. It was quite intriguing
to hear and learn what he had to say about brand awareness and advertising.
Here are a few quick tips we picked up on:
1.
Avoid frames around your newsprint ads, they tend to blend in and dont catch
peoples eyes- it looks like all other adds. The white of the paper will attract
your eye faster than the box around your ad
2. About 98-99%
of one time blast direct mailers, to an unspecified group, most likely end up
in the trash and unread.
3. Pick the share of the market you can afford and go after
it repeatedly. Its better to reach 400 people 40 times than 4000, 1 time.
4. Advertising is primarily for people that have already
bought into your brand.
After I came home, I read this article from Fast Company and a quote from John Wang, Chief Marketing Officer of HTC:
Let me share with you how we
think about brand. There is a very important difference between brand value and
brand recognition. Brand value means something to the end user. Brand
recognition, all it means is a bunch of advertising to make people recognize
the brand name. At HTC we care about brand value, not brand recognition.
Building brand value is like earning respect; you have to earn respect, you
cannot buy respect. And the way to earn respect is by continuing to deliver
innovative products and creating value for the market, and that has to be done
time after time again. It is a journey.
You can read the article in its
entirety here.
You can see how brand value, repetition
and reputation are so highly important in any organization.
Does anybody have any marketing tips they want to share, what works and what does not? Click on the comment tab at the bottom of this blog @ www.ryancook.net
-Peace
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