A BRAND Campaign shares your story. Makes the viewer happy they stopped by to read, smile or laugh. Communicates your message, mission, and vision without putting your audience to sleep. The one reaction you must avoid is “Yeah, so is So-and-So” (your competition.)
What Brand Campaigns Used to be Like
2 years ago if you ran a campaign that popped in front of enough people (aka 1 million active subscribers on the platform) you should see a slight jump in sales. If you lean heavily on entertaining your audience there is no guarantee on a next quarter jump in sales. Or even a sustained increased sales number.
However both you and I know that you want to move your company into a healthy growth curve? One that consists of sustained expenses, sustained marketing, increased profits.
Crazy? Not really. Why?
Because small companies are stealing market share from traditional companies. Such companies pick a reason for existence.
Branding that Generates Sales
Small companies tell a few people. They stick to their reason for existence. They grow because their audience shares their social content and resonates with that “reason for existence”
A company’s brand goes beyond the logo, mission, and vision statements. (even thought these are important)
Let’s stop a sec here. Your customer does not care what your mission, and vision is. Your employees only care about it if it promises how they will be treated.
The logo matters to the extent that it’s appearance conjures up a feeling, that you want your customers to feel.
Many companies try to buy their personality.
An entrepreneur’s brand personality is himself (herself). It takes time to build a brand. It is very common that a entrepreneur’s brand changes over time.
Small businesses can start off serving toddlers and because of future decisions your audience changes or you may realize that you were going after the wrong audience.
To demonstrate and respect privacy we call it: Company “R’. Company R sold security camera’s of all sizes for all types of purposes. Company R wanted to increase their sales. They consulted with a business colleague of mine.
After some discussion, my colleague started doing tests on their site. They were trying to ascertain the source of their website traffic, how many visits were converting into the email campaign etc. Needless to say the company’s most lucrative audience was happily discovered through this exercise and it wasn’t what he was originally targeting.
What’s my point? You may think your brand and your avatar (demographic of your best customer) is one thing. When it is really something else.
Advertising for Branding
Advertising is not the only solution to building brand awareness so you could realize more sales. There is so much more to Digital Marketing than advertising your Brand.
By the way. If you have reached this far and you still don’t have the picture. I’ll state it a different way one last time. Brand Awareness Campaigns are not the only solution to drooping sales curves.
Watch this video to understand what we’re talking about!
If you’ve tried everything under your sun in your world and you are still seeing drooping sales… it’s time to do something different to generate sales. Give me a call today
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