How And Why Strategically Building Brand Awareness Isn’t Just About Writing Extremely Big Checks!
Ladies and gentlemen and all aspiring, (make that!) all profit seeking entrepreneurs. Before you even think about building brand awareness through the traditional means. Don’t or you’ll not be o quickly become extremely frustrated.
But there is a very good chance you’ll also whined up dead dog broke or close enough the difference won’t matter. Because the outrageously expensive, traditional process of building so called “brand awareness” will slowly or quickly drain both your bank account and your emotional resources as well.
Primarily because the types of pricey agencies which usually sell these types of services. The vast majority of their long term repeat clients have extremely large financial resources.
And the entire process is usually long and drawn out. And you and I will long since have bowed because of lack of consistent bankable results. So for those and many other reasons. Don’t go there.
So How In The World Do You Build Build Brand Awareness Without Going The Outrageously Expensive Traditional corporate Route?
It’s a great question and I for one am so glad you finally decided to ask it. First of all let’s define your main goals. Why in the world are you so willing to spend tons of money on outrageously expensive, dismally performing traditional advertising methods?
Now strictly for hypothetical marketing illustration purposes only. Let’s say “Apple” announces yet another fabulous and much anticipated product launch at it’s New York city store.
And of course at around 4 am in the morning the day of the event at least 2,500 of the faithful already forming a line stretching X number of city blocks. Waiting and probably braving the cold in order to do so.
Luckily though Apple’s extremely marketing savvy JV (Joint Venture) partner for this particular launch is none other than a Starbucks. (Or some other extremely marketing savvy, non directly competing vendor like Targets.)
So order to create a ton of positive word of mouth and mouse buzz. For literally pennies on the dollar. Starbucks gladly allocates some of their annual multi million dollar ad budget into the following, non traditional marketing strategies and tactics.
Entrepreneur While You Certainly Don’t Need A Fortune Five Hundred Ad Budget In Order To Make A Big Splash! (It Certainly Doesn’t Hurt Your Chances For Doing So!)
Let’s say this particular product launch is during the potentially cold winter months. As a gesture of extreme goodwill. Starbucks has some of their top managers and other staffers do at least three really cool things.
1.) First: Starbucks will show up with their company van and it’s gonna be packed with some Xtra large “Big gulp” plastic mugs. And they will gladly pass them out to every Apple customer standing in line who wants one. Say what? And going forward each time they bring the mug with them back to Starbucks.
They only pay $1.99-$2.99 for the exact same “Big Gulp” beverage of their choice. Where at least part of the local general public is paying anywhere from $4.79 – $9.79 for the exact same beverages. Say what? So you know these customers will do more than their fair share of texting, tweeting and Facebook lives, spreading the news about their totally unexpected good fortune, correct?
2.) Second: Next, because it’ definitely traditionally kinda cold during the later winter months in New Your city, right? Starbucks extremely marketing savvy marketing teams of execs have also partnered with a leading distributor of extremely warm designer gloves. Say what?
So guess what they’ll also be passing out during the launch? Yep, you guessed it. These extremely comfortable, designer men & women’s gloves. (Only one pair per customer.)
A Little Creative Marketing Activity On The Initial Front End! (Has Been Known To Create A Ton Of Spendable Profit On The Long Term Back End!)
Again you know these customers who totally didn’t expect this type of star treatment will take to social media like crazy constantly spreading the word.
3.) Third: All of Apples current and future employees of course will be given these exact same Xtra large “Big Gulp” plastic mugs so they can save on each future “big Gulp” beverage of their choice from Starbucks from now on.
Plus Starbucks or some other local gourmet coffee shop will gladly provide the Apple store with a free twenty bag of gourmet coffee or cocoa during the brutally cold winter months. And great tasting cases of ice tea or lemonade during the brutally hot summer months.
Plus all of Apples (and any other local non directly competing vendors Starbucks or major retailer X can form this type JV arrangement with.) All of their current or future employees and vendors will be given laminated lifetime access cards to Starbucks.
Where they automatically 25% for every order over $20 dollars and and 15% off every order under $20 dollars. Even more reasons for these employees to frequent Starbucks, agreed?
And of course the flip side is all current and future Starbuck employees of any kind. Regardless of whether they’re full or part time. They get laminated lifetime access cards to any Apple store in America. And they automatically save 25% off any order over $500 dollars up to $999 dollars.
And they automatically save 30% off any purchases over $1,000 dollars. And 15% off their total purchases under $499 dollars. Entrepreneur are you definitely starting to appreciate “why” strategically building brand awareness doesn’t automatically mean constantly spending a ton of money?
But if you do happen to have extremely deep pockets, it certainly doesn’t hurt? Don’t you agree?
P.S. Now as is customary during this part of our show. Please share your extremely valuable comments (in the comments section below)
that you can apply to your business, product or service in the next 30 days or less!
As always if you got any value out of this post, please share this on your favorite social media sites or tweet this. Thanks!
And if you’re currently registered on Linkedin or twitter, and you’re serious about about doing some type of power networking. Let’s get connected asap!
Extremely important note: And if by chance, you happen to know any of the lesser known podcasters,(or radio show host)
who also target small business owners, service providers or aspiring startups entrepreneurs etc.
And they’re pro-actively looking for potential guest speakers. Please don’t hesitate to-either- pass their name and contact information directly
to me or vice versa! Thanks!
(Click the link just below, and watch the first video at the top of the page, if you’d like to see the entire 33 minute replay, of a guest podcast on
marketing your small business or service. I Recently appeared on.)
(And speaking of you consistently generating some type of reliable passive income. This may just be what you need right now. Click the link to
to “discover” the real secret of the ultimate insiders.)
And be sure you grab your explosive free 22 step small business marketing idea kit series, because it will help you increase your gross profits by
as much as 25% in the next 90 days or less.
And help you master your effective communication in marketing skills.(No matter what your particular niche market is.) It’s a $97 dollar value and it’s FREE! Please note some links on this page are affiliate (income producing) links.
Hi Mark,
Great points here. Monstrous corporations have endless resources and limitless pockets to throw at any brand awareness issue. You and I need to be far more creative, clever and willing to create and connect our way higher in brand awareness circles. Super post all around my friend.
Ryan
Ryan K Biddulph recently posted…What 1 Concept Makes Most Bloggers Stumble?
Your words of wisdom definitely ring true coach.
And now more than ever. We can leverage various assets and resources and in a sense out
promote some of the deep pocket corporate big wigs.
Who by in large bank of mass exposure. Thanks so much for
stopping by and sharing some wisdom pearls. They’re always appreciated.
And who better than you. The poster boy for
such a proven and evergreen approach coach. LOL!
Sometimes having direct access to, too much readily available cash or credit.
Sort of dulls our natural creative marketing/promotional skills.
And we try and rely on simply being able to write checks.
Instead of auditing “what” we already have loads of.
And being more creative, in a serving nature.
Thanks for always sharing some powerful and much appreciated insights.
They’re always welcome and greatly appreciated.