How to Reach the Customers You Don’t Have

top of mind branding

How many consumers in your market don’t even know your business exists?

More than you might think.

Do you know that most consumers can’t name more than three or four businesses in most categories? Don’t believe me? Test it for yourself.

Go into the breakroom and ask a few people to name the company that first comes to mind when they think of plumbers. Ask them to name the second. The third. The fourth. The fifth. See how many people you can get to name three or more — out of the dozen or more plumbers that are likely conducting business in your market.

TOMA research (top-of-mind awareness) studies consistently tell us that 92 percent of people asked are very likely or somewhat likely to conduct business with the first provider that comes to mind in any given category.

Putting your business at or near the top of your business category in the mind of consumers is the key to maximizing growth potential for your business.

Given that, how do you get your business to the top?

Advertising has long been a proven means of letting people know that you are in business. Or, better yet, reminding them. Continuous repetition of your product or company name tends to impress that name upon the subconscious memory of consumers. Potential buyers store that name away until such time that a need arises.

Repetition of your name, carried over a long period of time, adds immeasurably to your reputation.

Brand New Thinking?

What’s known as a “branding campaign” is much more than “general awareness building,” as some might be tempted to dismiss it. When done right, a branding campaign is all about generating sales — just not overnight, in most cases.

Such a campaign is designed to advertise your business continuously over a long period of time to help build a preference in the minds of people before they have a need for your product or service. The reality is that most advertising will struggle at manufacturing the customer’s need inauthentically. But what it can do well is make certain that your business is the first one that comes to mind when a potential customer does have the need.

In addition to your current customer base, long-term branding campaigns allow you to reach NEW people in your market and the NEW generation that you are dependent upon for the future development, growth and maintenance of your business. Eventually, your existing customers may no longer need you…either because you’ve solved their problem, they are no longer in the market, or they have moved on in some way. If you’re not continuing to forge relationships with new customers, your business will struggle to grow in time.

Just when you think you’ve reached everyone in your market, the market changes. More than likely, you have just scratched the surface of your true potential. Just think of the customers you could win if you are constantly in that top-three position in their minds.

Continually exposing your business to your local market through long-term consistent advertising efforts builds a greater awareness of your business to more consumers. It really is that simple.

What’s not as simple is determining which medium is right for you…and which message is right for your potential customers.

If you would like to learn more about how to “brand” your business and build a lasting emotional bond with more consumers in your marketplace, please contact us to receive our free e-book to get you started, “A Beginners Guide to Branding a Business Forever.” Email or call (989) 752-8161.

Duane Alverson

Duane Alverson

President at Macdonald Broadcasting
Duane Alverson currently serves as President of MacDonald Broadcasting Company. Duane has been with MacDonald Broadcasting Company for 32 years serving in various sales leadership positions. He served as Chairman of the Michigan Association of Broadcasters in 2012 and as President of the Michigan Jaycees in 1981-82. Duane resides in Saginaw, Michigan.
Duane Alverson

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