June 12, 2008

Traditional advertising has a major drawback. Whilst any amount of cajoling and persuasion can be delivered through the mediums of television, radio and print it always lacks several hugely important factors. Firstly, and most importantly, potential customers cannot test the products advertised. Initially this may not seem to be much of a problem, but when you start to consider the average consumer’s reason for purchase it starts to become a great deal more problematic. How can the power of targeted non-traditional activity add credibility to your brand and increase your customer base?

It may not be something we like to admit, but we live in a world where a demand for immediate satisfaction is the norm. No longer can companies spend generations building a reputation based on quality, customer service and longevity. Nope, in the current climate (and it’s one that’s unlikely to change if we’re honest) a company marketing anything – even itself – has to hit the ground running…so, how do you make your potential consumers become loyal to your brand? How do you make them love you? Find out

There is a misconception about product marketing (and, indeed, most forms of marketing) that in order to be successful – or effective – it must have vast reach. Enormous numbers of people must see/hear/be in some way aware of the campaign otherwise it is seen as a failure…but, frankly, this is completely wrong. Why does the "Sell to Everyone" tag line rarely work?