Direct marketing verses Blanket marketing.

Blanket marketing is literally like a blanket covering your market. You put your signs everywhere hoping to catch anybody interested. Have you seen carpet cleaning signs that say, “Carpet cleaning call 555-7777” when you drive by? You may need carpet services or you may not need carpet services. If you do, you may get the number. The car behind might have pets and will see the sign  as a reminder to get carpet cleaning services instead of a call to action to the particular company putting up the sign.

Let’s say this carpet cleaning company’s best service is cleaning carpets with pet damage. This is where direct marketing is most beneficial. As a marketing specialist our job is to highlight your best service and get the customers you need to be successful. So our flyer would say, “Dirty pups? Carpet cleaning services 555-7777” Not only does this method attract Pet owners but it also helps you to sell your best service and in return makes you and your company look good and gain a reputation of having the best pet carpet cleaning services.

Good direct marketing campaigns focus on promoting a specific product or service, and call on your customers to act – to receive further information, register their interest, visit your website, make a booking or a purchase.

Direct marketing gives you the opportunity to promote your products and services directly to the customers who most need them. A good direct marketing campaign will:

• help you build relationships with new customers
• test the appeal of your product or service
• tell you which marketing approaches reach your target market
• provide customers with compelling content they can share with potential customers
• increase sales.

Is your brand consistent? Do Your customers understand your brand story?

Building a strong brand rests on consistency. A consistent brand gets noticed. This recognition brings prospective new business. Another way to look at branding is like having a relationship with your customers, Are you being attentive to their needs? Are you  Here are some keys to branding your small business

Know your target

Successful branding beings with your customer. You must know your demographic well, who they are and what they need. Your branding should act as an extension of your customer’s needs, values, and lifestyle.

Keep it simple

There are a variety of ways to bolster your company’s brand. A catchy jingle, logo, tagline, mascot or spokesperson can give you significant visibility. But note that using all of these tools simultaneously can turn customers off. Instead select a few marketing techniques and use them consistently

Stay consistent

Effective branding should create a cohesiveness between your brand identity and your marketing. Key elements such as your business card, stationary, website, flyers and even the sign over your front door should reflect your brand.

Be visible

Consider your online presence when you’re developing branding. Your customer should encounter the same aesthetic online or in store.

Get Social

When creating branding, make sure to utilize your social networks. Is your new slogan tweetable? Can you effectively communicate your message to your facebook followers? Without a social outlet, your branding may not have enough merit to be effective.

Have a voice

It’s important to remember that you’ll likely be living with the branding you create for a long time. Don’t go with a concept that is risqué’ or embarrasses you. If you’re not comfortable standing behind your brand, your customers won’t be either.
Sources: SmallBusiness.com, entrpenuer.com