A Creative Communications Agency

The first month of the new year is nearly at an end. Statistics show that New Year Resolutions rarely last more than a few weeks until they are forgotten or replaced by some more important thing that must be taken care of.

Companies spend months at the end of each year, developing a plan of action for the upcoming year to be better and more productive. But the trouble is that if there are major changes that need to be made they get muddled in the mix of people trying to do more but eventually falling back on the “way we use to do it” mentality.

Take the marketing industry for an example. If a company is going to increase the brand awareness in the next year by being in more media places than before, are they really expanding or just doing more of the same?

Advertising is literally everywhere now. There are company icons all over your computer, reminding you that you are using Internet Explorer or Firefox. Outlook Express is you handy email system and Windows or Apple is your operating system. How are you building your brand presence in terms of these type of mediums? Are you making a subconscious impact on consumers so they begin to recognize your brand as a regular fixture in their life and something they are comfortable and secure with?

Traditional media is being littered with advertising, sometimes so much so that you could see a hundred ads and not even remember one because it’s just a blend of colors. The doors of convenient stores are usually covered in credit card logos and special offers from food and beverage companies but pulling one from memory can be impossible. Everyone of those brands think they must be there though.

In a world of shouting, whispering can get you noticed. Differentiation is the key to new brand marketing. Digital Marketing is allowing companies to create content that they hope consumers will want to read. People want to “find out” something rather than being “told” or “sold” something. Jamming your corporate slogan into the head of a consumer doesn’t work. You need to persuade them and give them something they are looking for, a solution.

So, for a company that is looking to increase their brand’s awareness don’t think of spending more money in the same places you have already been. Think of spending new money in NEW places for you to go. Sometimes marketing needs to be defensive and to keep you place you need to spend some money in the regular places, magazines, TV, radio, newspaper…but more and more marketing budgets are adjusting their percentages to include new media and that is the key. Look for somewhere new to go or you may be the last one on a sinking ship, but you’ll have 100% of the market share.