“Early to bed, early to rise, work like hell and advertise.” That quotation has been attributed to many a person included Ted Turner and Lawrence Peter. One you know of and one you may not recognize. One was a media mogul who has sources of advertising at his fingertips. The other was a satirist, who’s most famous work was that of the Peter Principle, in which he stated the people will rise to the level of the own incompetence. Most commonly it is attributed to Ted Turner, because he owned the communication message to have the loudest voice and be heard on the subject.
Do you have the loudest voice in your business category. When someone things of or needs what you sell, does your business come to mind, first, or r maybe second? If you are not in position number one or position number two in the mind of your potential customers, they are not coming to you in a time of need or want. Every dollar you invest in advertising your business should be to either move you closer to the top position or fend off all competitors from taking your spot.
The best advertising strategies have a long term nature to them, as while they may changes messages with the seasons, they never stop. The most consistent usually remain the most successful.
The advertisers 2016 were these brands, see how many you can recognize: Gillette, Pampers, Chevrolet, Louis Vuitton, Ford, Coca-Cola, Amazon, Sony, AT&T, Lexus, Toyota, Samsung, NIKE, T-Mobile, Nissan, Verizon …all of them are household names and all of them at the top or near the top of their product category. How did they get this way? A long term approach to advertising – a consistent brand message – having a good product to start with and making it stand for something in the mind of the consumer. All these are true.
At this point you may be thinking, sure those are all billion dollar brand names, there is no way we can do that with our small business. Sure, you don’t have to spend a million dollars on advertising, but you do need to have a strategy and execute it properly. Proper execution is settling on a message that represents your business and your product and delivering that message consistently to a well matched lifestyle group over time. Not sure how to do this? We can help you. Call Connie Hayes at 806-748-2404 or call me directly at 806-748-2405. We can sit down with you and help you plan your 2017. We can help you determine your brand strategy and craft a plan push you toward the top of your business category.
Christopher E. Fleming
Chief Revenue Officer & General Manager
Ramar Communications, Inc.