In a previous GBD Tip, we talked about the mind games you play with your market and how important it is to win them. Remember, whether we like it or not, advertising is an intrusion into people’s lives, so it’s all about respecting their right to ignore you, but giving them a very good reason not to.
That's a lot of B words, but it's an alliteration worth remembering just the same, because, done well, the B word is your greatest ally. Done badly, it's your worst enemy. Yep, your business survives or falls on branding.
When it comes to marketing and advertising budgets the current temptation is to slice and dice. This is soon followed by the second temptation – cover the same bases with less spend.
The festive season might also be described as the festive season for both consumers and businesses alike; an intense time with its own inherent pressures. While buying is at its peak, so is advertising and far too many clamber about in the clutter rather than leap out from it.
Last month we looked at the advertising mix for small business - choosing the range of media best suited to your product or service, be it direct mail, internet marketing, public relations or mainstream advertising.