Over the years I have helped many businesses develop their marketing campaigns including SAS London, who are a digital agency in London.
One of the things I’ve come to realise is how little people know about brand awareness. In fact, many of the businesses I have worked with fail to realise what it even means. Contrary to popular belief brand awareness isn’t all about making people recognize a name or logo; it’s about making people associate that name or logo with a product or service – this generates revenue.
Here are my top 3 tips to help you gain more brand awareness.
1. Sponsor Public Events
Getting involved in public events, charities and communities can significantly improve your public image. When I first started out in business I thought that sponsorship was a waste of money; however, over time I came to realise how powerful it can be for building brand awareness. The first event I “reluctantly” sponsored was for a local youth charity. While I didn’t see what benefits the demographic would offer my business, it certainly made me acknowledge the potential of sponsoring. After hundreds of people were exposed to my company logo I knew it was an avenue I wanted to pursue.
One of the most important elements of sponsoring public events is how much they are putting into their marketing campaigns. For example, if the event organizers have secured radio coverage or are planning on sending out press releases, try to negotiate with them to ensure your business gets mentioned.
2. Integrate Digital and Traditional Marketing
The fusion of digital and traditional marketing is crucial. A few years ago when everybody started stressing the importance of SEO and collecting an email list, I thought it would be a short-term fad; however, with the rise of smart phones and tablets, digital marketing has never been so important. As the industry is constantly growing, establishing a digital presence is paramount. However, digital marketing will never completely take over, which is why I always try to fuse digital and traditional marketing methods together. For example, I will often find leads via my website and then market to them directly using snail mail.
According to a report on AdAge.com, snail mail is between 10 and 30 times more effective than sending emails. Not only do they generate larger response rates, but they provide something physical that can be kept by the receiver.
3. Add Personality To Your Promotional Products
Results from a survey conducted by the British Promotional Merchandise Association (BPMA) state that 8 out of 10 people who receive a gift or product from a company believe that it increases brand awareness. Over three quarters of these people will also keep the product for over 12 months. Promotional products can generate long-term repeat exposure; however, in my experience a pen or fridge magnet with a logo won’t draw much attention.
Try to add a little personality to your promotional products. For example, rather than just a logo, print a comedic phrase or inspirational quote beneath it. This will provide the user with something they will remember and share with others.
Developing a brand is no easy task and can take a lot of time and effort. Use these 3 simple steps to increase your exposure, and soon enough, the results will start to show.
About the Author
Aaron, living and working in London, I am about to hit the big 30. I enjoy writing, run my own blog and aspire to start my own small business one day.
Image Credit: Troy Thompson