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Brand Marketing Tips For Small Business Owners

Published Saturday, November 29, 2008 by bloggerblognet22596 | E-mail this post

Why do companies run advertisement campaigns?

There might be different reasons to run an advertisement campaign but broadly we can categories them in two groups like product promotion or spreading awareness among target group and branding.

However, in most of the successful advertising campaigns company branding is integrated in product promotion. Sometimes the branding is subtle and sometimes they are overtly visible. However, if the advertisement campaign is targeted towards branding or brand promotion alone, you do not normally see the product range in the campaign. All these things depend on the planning group of advertisement agency and the need of the advertiser.

You can mostly see these demarcations when the advertisers are big enough to afford it. What about the small companies or outlets that run advertisements solely to sell the product?

By the way, advertisement does not mean publishing your campaign on newspapers, TV or on expensive billboards. Advertisement can find an outlet via brochure, carry bags and even posters - all you need to do is to find an affordable way to communicate with your target audience.

And the most powerful promotional outlet is "word of mouth" advertisement. And undoubtedly this is the most powerful and viable advertisement and branding solution for small business owners in the core level.

In most of the cases, small business owners have smaller groups to target in their niche. Even if they are selling FMCG, they must focus on the niche group to get a better ROI.

For example, think about a small departmental store. They do not need big and expensive billboards to promote the products they are selling. The manufacturers of those products run necessary ads to promote them. To the most, the departmental store owners only need to communicate with the target customer about the availability of those products. And the best advertising solution for them is to use the existing customer base to generate more consumers. They must understand that they do not necessarily sell the products. They are actually selling a service and that is mostly in a one to one environment. Thus they need to find unique and in-house opportunities to communicate with the existing consumer base to spread the WOM (word of mouth) effect. And did you know that the WOM is now a 981+ million dollar industry!

Easy steps to small business brand marketing:

The very first thing that the small business owners (like the departmental store we were talking about) must understand is what they are actually selling. At the same time, find out your USP (unique selling proposition - how you are different from your competitors).

Once you have identified your USP, try to locate your target group and the best way to reach them and communicate with them (one to one at Point of purchase, brochure, direct mail, local advertisement etc.).

For proper branding, find a way to engage your target audience with your organization. If you can do it properly, they would promote your product in their friend circle - your niche.

Steve is a media professional and writes for different online publications on media and advertising industry. For more information on branding and brand marketing he recommends you to visit brandweek.com.

Blogger BlogNet84761

Brand Marketing Tips For Small Business Owners

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