Traditional broadcast advertising might be seen as old fashioned, especially with the rise of the Internet and other types of digital media. Please know this is NOT the case. Commercial broadcast (TV & Radio) reaches millions every week. On average, more than 17 hours of the week are spent engaged with broadcast delivery with the majority of it at home and in the car. Below lists out a few benefits for advertising using traditional broadcast tools:

Selective targeting

Most TV & Radio stations already target specific demographics and market segments. Therefore, by choosing which station to broadcast with, you can lock into your potential customers and increase the frequency of delivering your message. Selective placement allows marketers to target their demographic with remarkable accuracy.

Increased frequency

Advertising works with frequency and reaching your audience repeatedly. Broadcast is the perfect medium for this, being able to expose your ad to the audience repeatedly to build awareness. Also, due to the loyalty of people listening to the same station, you are able to impact the same people more often. Studies have shown that creating brand recognition in this fashion increases conversion on leads by as much as 23%!

More memorable

Compared to written advertisements, sight and sound are more effectively stored in memory. In addition, there is the ability to instill emotion that also allows listeners to use their imagination to create their own image of the product/service. Have you ever heard a song that takes you back to a place in time? Broadcast sticks in your memory like an earworm.

Cost effective

While there are up front costs for producing some commercials, there are very efficient ways to deliver the message. If your target is reaching the largest number of people possible with one commercial or using many commercials to accomplish a high frequency, finding the right tool for the job is paramount. Experts in the field can help you accomplish your goals of reaching the most people for the least amount of money. Stretching your dollar to make it most effective. Sure, digital media can be cheap, but sometimes you get what you pay for if you are not careful.

Time efficiency

Lead times with other media like print or billboard ads can be very long, especially with planning. In contrast, producing a broadcast spot can occur between two to three weeks and in some cases, days. Another advantage of this is the ability to adapt and react quickly to changing market conditions.

Measurable results

It is possible to track broadcast results. We have the tools necessary. You can track results quickly and accurately where it may take months for measurable results or print media which can be even more difficult to track. Results for broadcast ads can be analyzed on a daily basis, and if the message is not working in a week or two, a new spot can replace it efficiently as mentioned above.

With the widespread access people have to broadcast, even indirectly through shopping centers and supermarkets, broadcast continues to have a big presence in the advertising industry. Small businesses should continue to consider it as a top medium to advertise their product/services as the advantages over other resources remain strong.

For help finding the targeted, memorable, efficient marketing for your company, call Branding Iron Management today.

Let’s imagine that you’re back in school, and it’s time to take a pop quiz! Scary, right? Don’t worry. There are no right or wrong answers here. You’re guaranteed to get an “A” for effort.

Are you ready?

Name a soft drink.

Name a car make.

Name a fast-food chain.

What were your answers? Why do you think these brands just sort of rolled off the tongue? More than likely, it means that these companies have done a great job in creating top of mind awareness. You may be wondering how your brand can achieve that same type of precedence. That’s why we’ve compiled this list of 5 ways to help create top of mind awareness.

 

Look the part

When you named those brands above, there’s a good chance that their logos popped into your head. Looking back now, you may not have noticed this. Humans are often visual learners. Therefore, if a logo is memorable, it may be the first thing we associate with the brand. Ensure that your logo accurately represents your business without being overly complicated.

 

Give your audience what they want – no more, no less

Avoid fluff. Give your target audience only the information they crave. Providing consistent, valuable content will create repeat visitors who eventually become customers. Having a blog provides a great channel for this content. Remember to write about relevant topics that are appealing to your ideal consumers, not just to yourself.

 

Stand out in search results

We see a 17-23% increase in our digital pay per click conversion when we add traditional media like radio and TV to our marketing mix. That’s exclusively due to top of mind awareness. People are more comfortable clicking on an ad online when it’s a brand they’ve already heard of before. When you combine your traditional marketing campaign strategy with your digital creative, you make a lethal one-two combo that your customers find irresistible.

 

Stay social

Social media presence is a contributing factor to your company’s brand exposure. It doesn’t hurt that social media consumption went through the roof during the pandemic. It also sends the message that your company is relevant and up-to-date with current trends. In a study conducted by Nielsen, it was reported that 46% of online users rely on referrals from friends on social media to help them make purchase decisions.

If a potential customer searches for your brand on Facebook and comes up with nothing, it can send a bad message, giving your competition the opportunity to sweep in and steal that potential lead. Finally, because people spend a good portion of their day on social networks, this media provides a relatively low-cost way to meet them where they are.

 

Play nice

Don’t waste your time, resources, and efforts talking bad about the competition. Realize that by doing this, you’re only paying to put their name in the minds of consumers. You’re also casting a negative light upon your own brand in the process.

 

Following these 5 tips will set you on the right path to gaining top of mind awareness. If you would like help growing your top of mind awareness call Branding Iron Management today, opinions are always free and we’ll steer you in the right direction at no cost to you.  

The engine of the economy has slowed and you need to increase sales to keep cash flow moving. We get it. You must turn a profit to stay in business. That’s why some small business owners, hoping to jump-start sales, have slashed prices.

This short-term solution has a long-term downside: eye-popping prices will bring more customers in the door, but those same prices set dangerous expectations. When sale signs come down and the prices go back up, customers hooked by the initial deal disappear.

The discounter’s dilemma

People don’t see discounts as discounts – they see sale prices as the product’s true market value, the amount they should be expected to pay at any time. When prices return to their original level, people shut their wallets until the next sale. That traps entrepreneurs in a cycle of ever-thinning margins until they can no longer afford to remain in business.

I’ve seen businesses get sucked into this whirlpool time and time again. A cleaning-service startup charged north of $85 for a house cleaning, but in a bid for fast growth, it dropped its price to $19. Thousands jumped at the introductory offer, but – surprise – didn’t return for the restored $85 edition.

Value is in the eye of the beholder. If you lower your prices, you signal to customers that your product isn’t worth what it used to be. Don’t fall into price-cutting peril. Follow these steps to keep your margins manageable and customers paying what you’re worth.

 

1. Build trust before you bust

The verdict is in, and has been for some time: trust leads to sales. With 83% of customers recommending trusted brands to others and 82% frequenting brands they trust, entrepreneurs must vigilantly build trust with their current crop of customers.

Fortunately, entrepreneurs have plenty of opportunities to do just that. Becoming a thought leader builds trust and positions the brand as an authority in its space. Top of mind awareness through traditional media helps people recognize and trust your brand over time. Traditional media also increases conversion on new digital media.

 

 

2. Retarget top shoppers

Retargeting allows entrepreneurs to reach into the past and bring former, or existing, customers back to the cash register. Considering that 70 percent of site visitors are more likely to convert after viewing a retargeted ad, the retargeting mantra bears repeating.

Retargeting tags customers that have been to your website or liked your social media and follows them with advertising around the world wide web. It’s a cool new tool available to small businesses, and it’s more affordable than most people imagine.

So, don’t spend days sniffing out new customers while you neglect the easy sales right in your backyard. An interior design company made ad retargeting the centerpiece of its own campaign to reclaim customers, and it worked. The brand doubled monthly revenues in four months and increased client lifetime value by 29%.

 

3. Be loyal to your loyalists

Study after study has found that it’s more cost-efficient for brands to retain customers than to acquire new ones, so give your super fans ample reason to return. Provide perks like free shipping and early access to merchandise for your best customers, and they’ll provide you the revenue to keep growing. Use social media to incentivize loyalists to refer to friends. Make fans feel like MVPs. Without discounting your product, you can invest in your loyal customers and incentivize their return.

 

4. Strike when the market’s down

During an economic slump, like a pandemic, niches in your industry will open up as other companies contract. As your competitors fall and fail for slashing their prices, your brand has plenty of room to grow.

It’s not only retail businesses that can benefit from a sluggish market. Lots of companies saturate social media platforms when times are good. Companies stick with the relationships they know, and pickings are slim. When they raise prices or start to close, that’s your cue to swoop in, snagging clients who are unhappy with their current situation. While everyone likes a bull market, downturns offer unexpected opportunities for growth.

 

So, don’t slash your prices to make a quick buck. Double-down on branding, make existing customers the star of your show and seek expansion opportunities when others tuck tail. Branding Iron Management is here to help you keep your head held high in tough times, so your brand is sure to flourish when bluer skies return.

As many of us continue to be locked inside, we’re getting bombarded with marketing messages. Are you wondering if you’re making a positive brand impression on consumers? New research shows how that impression comes down to the advertising format used, the frequency of messaging, and the offers you are making.

 

Marketing formats

Positive brand impact and increased sales are among the reasons to use the new marketing formats that have become increasingly popular with brands. Yet, we’ve learned that the following marketing formats delivered the best brand impressions:

Recommendations: 46%

Positive online reviews: 41%

TV ads: 24%

Social network ads: 24%

Recommendations always have been and will remain at the top of the list. The data in the above list is based on global input.

 

Use of personal information

In the U.S., 57% of consumers say they are less willing to buy or use a product from a company that has used their personal data. To maintain a positive brand impression, your clients should be upfront about what they are doing with the information. Consumers are waking up to the fact that marketers view them as valuable, and the way brands use personal data definitely impacts public opinion. Over 60% of consumers want to be incentivized for marketer use of their data. There are some data points that consumers will share more readily than others. Information on entertainment history (84%) or hobbies (82%) falls into the shareable category. However, only 41% are into sharing their faces, and just 37% will give up biometrics.

 

Messaging frequency

All advertisers are walking a tightrope right now. They want to stay in touch with consumers during the pandemic, but not overstep with an inappropriate amount of messages. Our research suggests that using the right frequency is also important. Here’s how often consumers want to hear from your clients:

Daily: 10%

Weekly: 45%

Monthly: 31%

Once every three months: 7%

Less often: 7%

 

Positive brand impression

If you are planning to communicate with customers, do so in a way that will be appreciated. Consumers want to get discounts and offers (59%), an announcement of new products or services (31%), and new product reviews (27%). This consumer desire is present regardless of the pandemic status.

To maintain a positive brand impression, you should buy advertising in a range of formats. Beyond that, don’t risk breaking trust with consumers by being reckless with their personal information. To learn more about which consumers react to specific forms of advertising, contact Branding Iron Management.

Here are a few ways your brick-and-mortar business can continue to generate revenue, even if your business doors are shut. Everyone has thought of curbside service or offering delivery, but what else can get the cash moving again?

Let’s take a look.

1. Pre-sell products and services

If customers can’t come in to buy right now, encourage them to purchase something in advance. We recently purchased tickets to a weekend getaway when the restrictions relax. We got a discount and the venue got desperately needed cash now.

Run a pre-sale event for your products or services.

Promote new offerings, or run a discount deal on existing products. For example, a hair salon could encourage customers to prepay for their next hair appointment by giving them a free product when they schedule in advance.

2. Sell gift cards (with a deal)

Another way to get customers to pay now for something they can get in the future is by selling gift certificates.

Give customers a simple way to purchase gift cards on your website, and drive sales by adding a deal to the offer.

For example, a restaurant could offer a deal such as buy a $50 gift card and get a $10 gift card for free. If you run this offer, note in the terms that only one gift card can be used per visit to encourage a second visit. This strategy brings in revenue while giving customers a reason to visit your restaurant a second time.

3. Take your services online

If your business primarily sells services, see how you can offer the same value through virtual experiences.

Use one-on-one video conferencing tools or group live-stream services to gather multiple customers for a paid service. For example, a therapist can conduct one-on-one sessions through HIPAA-compliant video conferencing, or a health and wellness business can hold an online yoga class.

We can help add e-commerce to your existing site for less than you would imagine.

4. Create digital products

Another way to generate revenue while your business doors are shut is by using the downtime to create a digital product that you can sell online.

Creating a digital product like a course, eBook, or workshop is a smart idea because it can generate revenue as soon as you finish it, as well as in the future.

For example, a fine dining restaurant could have the chef create a workshop on knife skills, or a gym could put together a multi week online fitness program.

Be seen as the expert in the industry by offering entry level courses online for your business. The truth is, once people see how difficult it is, they are more likely to appreciate your services and be willing to pay for them.

5. Host a live online fundraiser event

Your community and brand fans might be looking for a way to support your business during a difficult time. Give them the option by hosting a live online fundraiser. Share the circumstances that forced you to close your doors and what you are raising money for.

To increase the likelihood of people donating, give away something for free to show your good faith. For example, a bar forced to close its doors could host an online mixologist demo on Facebook Live and invite viewers to donate “tips” to the bartenders.

6. Engage your customers so they are ready to come back when your doors open

If the doors to your business are shut because of extenuating circumstances that will eventually be resolved, start planning now for re-opening your doors.

Don’t fall out of the mind of your customers.

Keep in touch with them via email marketing and social media. Share updates on your situation and what your business is doing to cope, and get promotions ready to release right when your doors open again.

When the doors to your brick-and-mortar business suddenly close, it can be a scary and unnerving time. Hopefully, with these tips, you’ve found ways to spark customer engagement and generate revenue during a difficult time.

Need help moving these ideas into action? Call Branding Iron and we’ll do the heavy lifting.

Do billboards work? Absolutely. The fact is, we believe all advertising works, but some tools work better than others when used properly. Not everyone can make billboards work for their business. While they’re great for brand awareness and way finders, they are not good for conveying large volumes of information.

Here are the top 4 mistakes we see business owners make when they invest in billboards. 

1. Cluttered design

This is a VERY common mistake, and one that is very understandable. You have many things you want people to know about your business. Maybe you have the best prices, the best products, etc, but it’s important to understand while these are good things that people should know, throwing all that information on your billboard simply means that it’s going to be overlooked. Always remember to keep it simple and direct when it comes to billboard design.

Pro Tip: Try to keep it to 8 words or less. Include your brand/logo, a short message, and call to action.

2. Lack of contrast

Another very common mistake is not allowing enough contrast between the letters and the background. Without contrasting colors, the words will be practically invisible especially in the sunlight. The key to billboard design is to ensure that the message stands out and pops from the background image or color.

Pro Tip: If it doesn’t conflict with your brand, red and yellow are the most eye catching colors.

3. Poor placement

Billboard placement is a top priority when it comes to outdoor advertising. You’ve spent your money on getting the perfect design, but that design will be useless if no one can see it! Make sure that you place your billboard in a busy area without any obstructions that could potentially block it. Have trees overgrown the sign you’re buying? Is the sign lit at night? How many other signs are in the immediate area? What is the traffic count for the sign you are choosing? 

Pro Tip: A great way to compare different billboards is the cost per thousand. How much does your billboard cost divided by how many impressions it will make? It’s simple math that will help you find the best deals.

4. Choosing poor font styles

Think about the difference between various font styles. It’s clear that the more effective fonts are simply easier to read. Try to shy away from fancy or more complex fonts as much as possible. This will ensure that every word will be seen with clarity.

Pro Tip: After you’ve designed your board, zoom out on your view. Way out. If you can make the billboard tiny as if you were more than a mile away, and you can still read it, you’ve done well.

Billboards are one of the oldest forms of advertising and are still effective when used properly. For help designing and choosing the right billboards, call Branding Iron Management today. We’ll help take the hassle out of your marketing.