Mad 4 Blog

Typically, when companies are putting together a campaign to pull in new business, they want their brand to be at the forefront of their efforts. They not only strive to promote their iconography and key messaging, but also want to provide plenty of “about us” details so that potential clients or customers can make an informed buying decision. This is especially true for new or rebranded companies trying to step into the public spotlight.

However, in many cases there is a cost for this kind of dedicated brand promotion. And it is often the expense of conversion. Although you may accomplish the brand awareness that you set out to achieve, it doesn’t mean that you’ll convince each informed viewer to buy your product or services. This vital element of marketing is too often overlooked when companies are busy emphasizing their own self-promotion. When doing so, it’s important to ensure that all copy and materials relate information to incentives.

A key strategy for smart marketing is noting that your audience never wants to be told what to think. Instead of stating who you are and why you’re the greatest at what you do, you’ll want to help potential buyers come to such conclusions on their own—simply by explaining how your products and services can help them. Smart marketing actually ties these two concepts together; for example, pointing out what sets you apart from your competition while simultaneously explaining why the customer wants or needs it. Tell them what you can do to solve a problem or make their lives a little easier in terms of cost, quality, special services, etc.

You must ensure that each selling point addresses the consumer perspective, targeting any perceived concerns or interests from this point of view. Once you drive home how the customer will benefit, a strong call to action should seal the deal. And then you can tell them how to access more information. By then, if you’ve done your job right, they will be more than willing to find out more about your company by calling or visiting your website. All you need to do is point them in the right direction.

With a comprehensive marketing campaign that points out your company’s strengths while highlighting features that are relevant to the desires and needs of your audience, you will successfully achieve both brand awareness and customer acquisition.

If I had all the answers, I would be a very wealthy woman.  But I do have a few tips that have helped me over the years. They may not be foolproof, but coming from a New Business background at many ad agencies, I feel they can dramatically increase your chances of gaining new business and helping your company grow.

First of all, many advertising agencies fail to treat themselves like a client. We always put our clients first, as we should, but we often neglect our own marketing and self-promotion in the process. We are very good at preaching to our clients that marketing and advertising should never be put on the back burner but we are just as guilty of doing it ourselves.

Secondly, RELATIONSHIPS are key.  If you think about job hunting, an all too familiar scenario in today’s tough economy, most people find their next position by networking or though a connection they made in the past.  Yes, everyone who job hunts constantly checks the job boards and career websites for new postings, but how many people do you know who landed their career by responding blindly to a job posting?  I can’t name one person, but I can name more than a handful who are happily employed because they were willing to network at various groups and events, constantly building relationships and contacts.

Once the agency has successfully networked and managed to effectively market themselves, next comes the first meeting with the prospective client. At this crucial stage, a time for first impressions, many agencies tend to take the “let me tell you about us and why we are so great,” angle. Realistically, do you think this prospective client wants to listen to you proclaim your greatness?  Instead, make the meeting all about them. Ask questions about their businesses. Take an interest in their success. I’m sure you will have done your research prior to meeting so use this opportunity to learn more and ask insightful questions.

Finally don’t be scared to ask for their business.  As the saying goes, ‘if you never ask you will never know.’

At Mad 4 Marketing we work everyday to incorporate these very same ideas into our own New Business Plan so if I didn’t ask I wouldn’t know:  How can we help you with your advertising and marketing?