It's nice getting ammunition from the industry's big guns...
I've just been writing some radio advertising to promote radio advertising. (I'm not a narcissist. Really!) The message is going to ring inside your little marketer's heart. But I can't name names yet. That's because not all the intel is in my hot little hands. Yet. But here's the top line info...
One of the biggest gorillas in market research says you are right!
Let's face it, there's one reason you're here: on some level, you subscribe to the idea of branding big for a healthy tomorrow. You come back here each week to celebrate successes, laugh at the lunacy, and pick up new tools for more powerful marketing.
And at the core of all this relentless screed is a simple idea...
Branding your business with purpose and intent leads to power.
You get beyond the challenges of endless "me-too," buy-now advertising. You get to join the ranks of the commanding and authoritative brands that lead the pack.
Well, that previously mentioned market research gorilla agrees.
They have intel. It says as much as 70% of advertising is selling for today. As little as 30% of advertising is branding for tomorrow. Those numbers should be flipped. (At least, IMHO.)
In simplest terms, advertisers are yelling "Buy now!" to people who aren't gonna.
Most customers will not buy now. And by putting all effort into pushing the idea of immediate purchase, you're sacrificing sales tomorrow. Tomorrow is when many, many more customers are going to buy.
But putting money behind branding instead of buy-now'ing (that is a word--as far as you know), there's more opportunity for long-term health.
Know your brand, know your customer, and know that this is a long game...
Instead of having ongoing fire sales, you light a fire in the heart of your customer. And that goes a long way towards attracting them to buy, winning them as fans, and having them refer your business.
BOTTOM LINE: it makes no difference whether you're marketing your own business or doing it for a client. Building brand today is about more sales tomorrow. The numbers are on your side.
Not yet downloaded your free copy of Lightning Branding: How to Generate Revenue Faster With An Electrifying New Brand, there's still time. Just visit http://www.lightningbrandingbook.com.
For information about our new Lightning Branding courses, both do-it-yourself and we-do-it-with-you editions, click here. (There's even a video of us!)
Your Lean, Mean Creative Director in
Blaine Parker is prone to ranting about any and all things related to brand. In many ways, he is a professional curmudgeon. While there is no known vaccine for this, the condition is also not contagious. Unless you choose it to be so.