Regardless of whether you are just starting out as a small-business owner, trying to ready your department for entry into a new market, or preparing to do battle in the freelance arena, there are three mistakes to avoid when it comes to promoting your brand.
1. Push: We are all aware of the push-versus-pull argument when it comes to manufacturing. The same applies to your promotional material.
Flyers, unwanted ads, and circulars are growing more archaic by the day and finding their way into the recycle bin before consumers even take a second look. Not only will your marketing budget disappear into the landfill, but your brand and identity will also take a hit. Instead, pull advertising ideas from your customers using data analytics and SEO technology. The long-term ROI will be worth the money spent upfront and will be more environmentally friendly.
2. Peak: Avoid advertising and promoting products and services during peak times. Paying for mass-marketing slots on television and radio only work if you’re operating in the low-cost leader niche, which still doesn’t guarantee your target audience receives your message.
Consider pointed promotions that will not only surprise your potential customer, but delight them as well. Work at the beach? Try cheesy airplane banners. Work in a low-energy office? Rent a costume (and wear it) to re-establish energy and passion for your brand and your employees.
3. Promise: There is a reason that under-promising and over-delivering is such a trite saying: it’s true. Do NOT promise ‘free’ if you can’t deliver.
By all means offer ‘free’, but consider ideas, connections, and activities if you fear for your budget or reputation. By providing extreme value, you position yourself as a trusted source.
Bottom-line: Make sure that your message is received, targeted, and actionable. By avoiding these three critical mistakes, you can ensure that your advertising and promotional activities are optimized for your business success.
Get in touch with us for more strategies that you can utilize to catapult your business.
Rhiannon Hendrickson is the founder and CEO of Orapin Marketing + Public Relations, which helps purpose-driven businesses increase visibility, expand the reach of their message, and become sought-after industry leaders. She has worked with organizations of all sizes across myriad sectors to develop memorable and effective communications programs that generate awareness, engagement, and, ultimately, support for those that are making a meaningful impact.