This Is Proof Positive Strategically Building Your Brand Isn’t About the Size Of Your Marketing Budget!
Usually when you think of the concept of branding or building your brand. Often more times than not the major corporate players readily come to mind, right? Absolutely.
And you also tend to think of those major brands constantly spending a ton of money on you name it. A ton of 30-60 second prime time TV and radio ads. Outrageously expensive specialty magazine ads.
Fancy but not necessarily cheap promotions, right? And on and on it goes. And when you finally add up the total costs. You’re easily talking tens of millions of dollars, correct?
So consider this. How much local prime time TV or radio exposure could you or your major competitors possibly buy for $50 dollars or less? Obviously not too much, right? Agreed. Or how much goodwill can your $50 dollar investment buy using traditional methods? Again not too much, right?
So the $64,000 dollar question begs asking. How can you or your major competitors consistently generate tons of positive word of mouth or mouse buzz. For literally pennies on the dollar. This is how and where a little marketing creativity goes a long way.
So How Do You Inexpensively Create A Personal Brand? (Which Actually Produces Some Bankable Results!)
One things for sure. Unlike the vast majority of your major competitors. You won’t be constantly wasting a fortune on those outrageously expensive, dismally performing, traditional advertising campaigns.
Are you familiar with legendary Cadillac dealer owner Carl Sewell? He co-authored the best selling book “Customers For Life.” (A great read BTW.) Anyway, he points out several times in the book, “how” the total lifetime customer value metrics for his dealerships ideal customer is a staggering $322,000 dollars. Say what?
Obviously that figure is over two decades. This being the case. Maybe now it’s makes more sense to you “why”, when one of there customers calls the dealership to report they have an early fight to catch and discovered their car or truck has a flat tire.
Can the dealership please help? They’ll either call a cab or call a friend or relative to get to the airport on time. And they can leave the key to the trunk with a spouse or live in significant other. This way the dealerships on call tech can get into the trunk. Change the flat and leave the key with the spouse or adult kid etc.
Right about now you’re probably wondering “why” the dealerships customer(s) doesn’t just call a local tow truck company for such an emergency. Right? Reasonable question. The reason is because the dealership doesn’t typically charge for this type of over the top customer gesture. Say what?
Think about the total cost to provide this type of positive word of mouth and mouse buzz. Maybe all of $40 dollars. Right? If that much. But going forward.
Think of how much positive word of mouth and mouse marketing leverage, this type of incredibly inexpensive customer service will constantly generate. Both on and off of social media.
Building Your Brand Can And Definitely Should Be Done Via Your Top Notch Customer Service Strategies And Tactics!
Case in point. Let’s suppose your company is a popular, single location retail appliance center.And just like your major competitors you have been known to spend money on those outrageously expensive Sunday newspaper inserts. And truth told your typical cost per lead (CPL) is usually somewhere in the neighborhood of $350-$700 dollars per lead. Ouch.
Obviously depending upon whether it’s a half or full page ad. But here’s a quick question. How much and “how” many profitable ads do you think you or your major competitors could buy in a largely circulated local newspaper for just $100 dollars or less? Agreed.
However, let’s suppose one of your long term repeat customers. A lady who also owns her own, non franchised Mom & pop local (maids) type cleaning service.
Where she specializes exclusively in residential house cleaning only. And she currently has nine total employees. Ten counting herself. But she still cleans homes too.
And six of her employees are full time and the remaining three are currently part time. And let’s say she recently purchased a 55 inch, state of the art flat screen TV from your store. And it was delivered directly to her house. Which also currently doubles as her home office. And this is how your delivery personnel, (mainly your head delivery person) became aware she has her own business. In this particular case a service.
And your staff is trained to not only be on the lookout for these types of opportunities. But to gather as much useful information as they can.
Constantly Providing Outstanding And Totally Unexpected Customer Service Is A Proven Marketing Tool!
So imagine (both) her and her current employees total surprise. When your head delivery persons calls ahead of time. One particular morning. Totally out of the blue. And asks how many gourmet coffee lovers -including herself- are currently employed by her? Huh?
And twenty minutes later he shows up. Get this. Not only with two dozens great tasting gourmet pastries, donuts and bagels etc. Plus a gallon of extremely great tasting gourmet coffee. Say what? Totally unexpected right? No doubt.
And if it happens to be winter time all the better. But going forward. Which marketing/promotional gesture do you think will constantly generate the most positive viral word of mouth and mouse buzz? Both on and off of social media. The retail appliance dealers outrageously expensive Sunday newspaper ads or inserts?
Or the incredibly kind gesture of delivering at best maybe somewhere in the neighborhood of $80 dollars worth of higher pastries and gourmet coffee or cocoa. Bingo.
So hopefully this incredibly simple, (not to mention) watered down example. Effectively demonstrates “how” strategically building your brand. Is definitely not about the overall size of your ad or marketing/slash promotional budget. Don’t you agree?
Coming up very shortly in part two. You’re about to discover “how” you or your major competitors, can and definitely should put this particular -door opening- strategy on marketing steroids.
Don’t Wait Start Systematically Benefiting From These Previously Untapped Marketing Opportunities!
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