Everything is so fast-paced these days: You go to bed thinking
you’ve mastered the world of technology and wake up to a brand new invention –
the ‘latest craze’ in communication or business development.
If you think it’s hard for you to keep up with change –
think of it from a company’s standpoint.
They have to keep up and stay relevant, they have to adapt their
branding, marketing and sales efforts at the same or faster pace than new
technology emerges.
The show Mad Men
encapsulated the old-school way of advertising – designing billboards and
magazine ads relevant to those times.
These jobs still get done, just in a different way and with different
tools. Today, instant publishing is all
the rage. Despite the changes that the marketing industry has experienced, some
old-school branding and marketing strategies just as effective today as they
were decades ago.
The following are a few branding and marketing strategies
that are just as valuable today as yesteryear:
Business cards. Business cards are less common now
that texts and apps and email are so prevalent, but they’re still effective. Business
cards visually represent you and your brand -- they have your logo and contact
information, which should stand out in your prospect’s mind. When designing
your business card, make it one that people will remember so that when a
prospect needs your type of services, he or she will think of you first.
Snail mail. We all love getting personal mail. Most of the time, our trips to the mailbox
result in bills or advertising disguised as letters. You don’t have to trick consumers into
opening your mail in order to have a successful snail mail campaign. Although
impersonal ads are disappointing, coupons and discount notifications are
not. There are many card companies that can help you become more personal
and relevant to your potential and current customers.
Public Speaking. Speaking at events is a great way to
get your company’s name out to people already interested in your industry. Search
out events related to your field or let connections know that you are available
to speak; then prepare an address that is educational and meaningful and
will make a lasting impression.
Think about the last time you attended an event about
something you were interested in. Did any of the speakers stand out to you?
Why?
Publishing testimonials. At SK Consulting, we
preach the need for testimonials. Customers turn to online reviews and
testimonials all the time before making purchasing decisions or deciding which
service provider they want to use.
Asking existing clients for testimonials and then publishing
their words on your website and printed marketing materials helps establish
trust. Don’t forget to ask your
customers to write a review on Facebook and Google – provide them the direct
link to where their words can be published.
Sponsorships for community events. Whether a local
high school football team or a charity walk to raise cancer awareness, an event
that gets you involved in your community – and noticed - will raise awareness of your company and the
things you do. It makes for great PR as well because it shows that you and/or
your company care about the community and are dedicated to giving back.
Cold calls. The term “cold calls” has a negative
connotation because rejection is tough and some people just aren’t cut out for
sales. Assigning one of those people to cold calling won’t result in much
success. But, others do their best work when making cold calls.
With cold calls, you need a plan in place that includes a
list of potential customers and a ‘non-scripted’ script. Once you feel
confident in your pitch, call the prospects on the list. Don’t be afraid to
digress a little bit or indulge in a personal conversation.
A branding redesign. If your brand has been around a
while, it may be time for a redesign. Although
this can be a difficult undertaking, redesigning your brand, logo and the
overall look of your company can get you a lot of attention. This is especially
true if your branding is outdated. Old customers will enjoy a fresh new look
while potential customers will get curious and pay more attention because,
let’s face it, sometimes we do judge books by their covers.
Trade shows. Whether you attend trade shows in
your local area or travel to national and even global events, participating in
and presenting at trade shows is a great way to increase brand recognition. Not
only can you get your name out there, but you can show potential partners and
customers your products, what they do and what else you have been working
on.
The above strategies may not be the newest ways to brand and
market your business. But, they have
been tried, tested and proven true. If you need help incorporating traditional
strategies into your forward-thinking marketing plan, contact the experts at SK Consulting today!
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