In the 35+ years that Trey and Bruce have been in advertising and marketing, we have seen a few trends that may be helpful for your business.
Your message is competing for attention.
In the early 2000s, one pain-reliever ad stated that each person deals with 100,000 thoughts a day. A recent study from Canada’s Queens University found that people have over 6,000 thoughts per day. Whether you think people have the high or low number of thoughts per day, how do we make sure your message breaks through the clutter?
1. Clarity
Your target market might be a very small, specific one, or several very different audiences. While the overall message might be similar, a clear message to each of these target audiences must be established to gain the desired response.
2. Frequency
On average, a person needs to be exposed to your message three times before they realize they’ve seen or heard it once. Then they need to see or hear it three more times before they think, “I should act on that.” Then they need three more exposures before they actually act on it. That means the average person needs nine exposures to your message before they buy. It’s also a good idea to use more than one avenue to reach your target market.
Our dynamic cross-channel marketing enables us to find out who is looking for what you’re selling, and reallocate your marketing funds up to 1,100 times a month to reach them in the most efficient manner.
3. Persistence
By persistently sending your message to the target market, you are not bugging them, you are making them aware, and then reminding them.
4. Patience
A typical new campaign takes 6 -12 months to begin to see traction. With BryteBoost’s sophisticated big data analysis and strategic techniques, our campaigns trend toward earlier results.
Marketing is an investment, not an expense.
Effective marketing provides a good return on your investment. When you take money out of your personal income stream to invest in a retirement fund, you expect a return greater than what you’d put into the fund. It’s the same with marketing done well.
What to do when the economy is down, or signals are mixed.
It doesn’t take a rocket scientist to know that when the economy takes a downturn, people tend to hold onto their money until they have to spend it, or are certain about a purchase. That’s also true of times when signals are mixed, such as when the stock market is up, but so is unemployment or inflation.
Companies tend to keep marketing investments flat, or cut them during times of uncertainty. In the business world, that’s often a fatal mistake, especially for organizations with tough competition, or in commodity fields. Your market will react to changes in your messaging, including how often they see your presence. In business, the one who blinks first loses. Think of the most successful companies you know. In reality, they aren’t a soft drink company, a tech firm, or whatever — they’re a marketing firm that competes in a particular aspect of business. Yes, they still have to deliver on their promises, but awareness is the most important part of the package. Your market wants the peace of mind of knowing that you’ll be around to continue serving them.
What to do when the economy is good.
During uptrending economies, more money is available to develop new lines of businesses, or completely new companies. That’s the perfect time to let your target market know that you’re the leader — or the game-changing upstart. Whatever your role, there will be more competition.
So, let your competition cut their marketing investment. You’ll win because of it, and we’ll help you get there.
We didn’t invent the process.
Over the years, we’ve seen our process proven over and over again. It works for every type of product or service, for Fortune 500 companies, startups, home services companies, not-for-profits — you name it. Contact us today to start the conversation about how we can put our experience to work for you.