Many smart marketing consultants believe that the more ways you choose to deliver your message to your target customers the more this will add credibility to your brand and or your company. I call this the Power of Presence approach to marketing. Your name, your company and your offerings are all around your potential prospects and the decision makers who will give it a yes or no purchasing decision. The trick of course is to find a way to get your message to your targeted audience the best way possible. For instance my company is in the business of cleaning automobiles; a portable car wash if you will. Our best customers are those at office complexes or who own fleets. So, in one area where we marketed for one of our franchisees we noticed a clustering of business complexes, corporations and industrial areas. We noticed at the Chamber of Commerce that many of the companies had softball teams. We saw that many of these people went to lunch at about four or five major busy sandwich shops and noticed the many higher end neighborhoods around the area. So, we bought a $500 back board add at the Softball field, we spent $300 on three different money mailer coupon adds. We bought adds on 4 park benches leading into 2 of the industrial areas. We advertised in the HS Football Boosters program. We called all the decision makers in the Book of Lists and we gave away free car washes to the employee of the month at every company with over 50 employees. We went to the radio station and the fifth caller on the Listen While You Work programming got free car washes. Out total budget for our new franchisee in the area was under $3,000 and he and his wife ended up signing up nearly every company in the area. So remember this in 2006. |
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