When it comes to marketing budgets, most small businesses are operating on a shoestring, which makes any promotional campaign that can offer double returns a very appealing investment. Luckily for the cash-strapped small business, a comprehensive marketing campaign can create both immediate and long-term gains.
Long-term marketing strategies build consumer awareness of both your brand and your company over time. They may also help to boost sales revenue in the long run. Short-term strategies can be used to generate immediate revenue with direct and quantifiable results. A good marketing campaign will combine long- and short-term marketing elements to try and achieve immediate sales goals to pad your company's bottom line, while also building your business's reputation and goodwill for the future. Examples of short-term marketing campaigns may include announcement of a sale or a coupon promotion, both of which have a fixed end date. These types of campaigns can serve to:
In addition to bringing these immediate returns, a well-designed and targeted campaign can also serve to build consumer awareness of your company, and help to solidify a strong reputation. By making brand building part of your overall marketing campaign, you will be able to create a foundation of consumer recognition that future campaigns can tap into. For example, if you are offering a coupon, make sure that your brand's message and your company's values are immediately apparent from the marketing material. A good promotional campaign will craft a careful balance between branding and building sales by incorporating a new and unique message about the company. This message must be consistent to the company's overall brand to build longevity. For example, a pay-per-click marketing campaign on your company's website can both advertise a short-term deal and also build long-term brand awareness by exposing more people to your company via the website. To maximize your long-term gains, your website must clearly reflect your brand's message and values and instill in your customers a desire to return. Together with your marketing agency, develop promotional campaigns that simultaneously promote immediate sales as well as stable long-term growth through quality brand building. Marketing campaigns that are effective on both of these levels will provide a greater return on your investment, working for your company now and in the future.
- Create new customers
- Boost sales
- Develop awareness for your product or service
- Get an edge over the competition
Marcos Chavez, Principal and Creative Director at TODA a New York City boutique agency that provides a multidisciplinary approach which includes brand identity, print, packaging, interactive, web, product, space and exhibit design. Watch Marcos and lead designer, Dory Pogers, give first-hand branding advice to OPEN Cardmember, Mocada Museum, in our special web series, Project RE:Brand.
View the business profile for TODA in the OPEN Forum Connectodex.