I got an email this week from Perry Marshall, a well known marketing consultant. Perry’s a pretty sharp guy and usually has a lot of good stuff in his emails and articles, which is why I enjoy reading what he sends me.
In his email this week was a statement that got me thinking about a topic very near and dear to my professional heart. Here’s what he said:
…”I noticed that he kept using the word “brand” in our conversation
about their advertising. I said, “What your marketing people understand is Madison Avenue Branding. That works for billion dollar companies, but it’s absolute nonsense for small ones.”
This whole notion about ‘getting your name out there’ with your advertising, for a small company, is like a teaspoon in the ocean. It’s a waste of money because it doesn’t bring you sales leads.”
In many situations, this statement is absolutely true. But, in the context of Local Marketing it does not always apply.
If you own a local business, and your market is well defined as a certain local geographic area, then you can brand your small business in a way that makes sense and helps you accomplish your marketing goals.
Remember, branding is about your reputation. Your brand, if created well, will instantly tell a person what you do and why they should do business with you. It will help them remember you rather than your competition. It will tell a potential customer how you do business and why you’re a better choice than the others.
The key in building your local brand is to saturate your target market with your message so your intended audience hears your message from a variety of sources over and over again. Your goal is to expose your audience as many times as possible to your consistent (and simple) message. It’s best if you commit to a certain time frame (at least one year) and you need to commit resources to the effort.
Using a variety of media is the most effective way to build your local brand. And, if you use some creativity, it doesn’t need to cost a fortune. Every community has a number of inexpensive ways to reach people. From community papers to flyers to bus benches to newsletters published by community organizations to school teams, etc. When you start thinking about it, the possibilities are almost limitless.
So, as you plan your local marketing, don’t be afraid to think big. Find ways to get your name out and make your business famous in your community. You’ll love the results.