How you can increase brand awareness and promote products in harmony
When it comes to marketing, the question is which channels are the most appropriate for your company, what message should be prioritized, and with how much frequency? You know the importance of advertising because it supports all your sales efforts. But how do you know you have the right balance between print and digital media? Let us clarify.
When it comes to awareness, print is the ideal medium to help profile your company and brand. Brand awareness is about connecting with people’s minds and ensuring that they recognize your brand and create associations with it. Repeated exposure in a relevant market is critical is recommended to encourage recall among your potential clients and competition. You also need to stand out from the competition, so avoiding unnecessarily wordy copy and creative is imperative. Focus on aesthetics that draws the reader in and ignites their curiosity. Remember, the goal of your ad is to entice people to visit your website and discover more about your products and services. Therefore, any print advertising must always reflect the style (look, feel and tone) of your website to guarantee recall and recognition (brand awareness). You don’t want to confuse your potential customer, so focus on your hero message and product and keep it consistent.
To bolster your marketing efforts, supplementing print advertising with digital banners is always recommended. Again, be consistent when it comes to the creative, but digital ads allow you to be more specific and highlight different products. The reason is simple: you are ultimately in control of the user experience given that the message links to a specific offer. Digital advertising allows you to create and manage the communication process. Your company can even customize the online journey by incorporating social media channels, allowing you to create a unique dialogue with a unique user group. When we consult with our clients to discuss their annual marketing plan, we propose a healthy mixture of print and digital advertising. A regular print schedule increases brand awareness, while digital marketing can focus on a variety of products and services. Brand-related print ads can have a significant shelf life, whereas the performance of digital ads should be regularly measured and adjusted according to need. Content needs to be refreshed to encourage ongoing engagement. Keep the message simple and never use low-quality images. Social media continues to evolve as a platform for online marketing, but there is no doubting its importance in completing any marketing plan. It lets you tailor your message per the target audience and is a great way to generate leads.
For more insights on how TSC Strategic can help you, contact us today.
