Isn’t it funny how you never notice an advertisement for a car until you are in the market to buy one. They’re always there, we’ve just got selective perception.
When it comes to advertising we need to make a choice between depth and frequency. Unfortunately only companies with the deepest pockets can have both. It’s doubtful this will be our start up.
Advertising frequency is king. No point having a big launch campaign if your prospective new customers aren’t looking on that occasion. For entrepreneurs, the big launch concept is a hoax – It’s unsustainable. We’re far better off being there all the time, in some way, then we don’t have to predict when people will buy.
The good news is we don’t need the superbowl budget of a large conglomerate to have the frequency we need. We don’t need TV either. We can use things like Google ad words, or free stuff like Youtube – The topic of the next blog entry.
Some excellent points contained here. Many first time business owners make a cash flow mistake by trying to launch a flashy start-up to their business, killing their budget for a sustainable marketing program. I was reading survey results today which show that currently 84% of corporate customers went out and found the business they wanted to do business with, not the other way around.
Exposure is important. Set your marketing strategy so you are visible when you need to be.
James C. Tanner
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