Small Business Marketing And Advertising: Branding vs. Direc

--> Small Business Marketing And Advertising: Branding vs. Direc Too often, small business advertising and marketing campaigns prioritize branding at the expense of direct response--i.e., actually getting leads and/or sales right now. That is almost always a foolish and even dangerous proposition.

Small Business Branding Advertising and Marketing an Oxymoron?

Unless you're a ubiquitous consumer products company, the value of branding is far, far less than the value of direct response. What good is impressing someone with your brand if he or she never comes into contact with your business again? Why would they come into contact with your business again if you haven't gotten a direct response?

Branding is essential for Coca Cola and Microsoft and all the other consumer giants because they don't need direct response. Their offering is available every time you drive down the street, so burning their logos into your eyeballs will actually make you more likely to buy. But if you have to search out the business, having a logo floating in your consciousness won't be enough to motivate you.

Even if branding alone could drive business, how long will it be before that logo or slogan or jingle has left your memory forever? A few hours? A day?

One of the basic requirements for branding is repetition. Numerous repetitions. Like seeing the little Microsoft flag every single day, in the lower left corner of your screen, on your computer's case, in magazine advertisements and on television commercials.

One visit to your website or one glimpse of your advertisement won't accomplish this