Q: What can I do to
make my business more well-known in the marketplace?
A: Ever run into
that one person everyone refers to as "the computer guy"?
How many times have you heard, "I need to go see the florist
lady," or "I need to call the fix-it guy"? These
labels didn't just happen because these people decided to enter
that particular vocation, hang out their shingle and just assume
their respective professional moniker. To assume icon status, you have to
create what is known in marketing circles as "top of mind
awareness." When the need arises for a particular service or
product, what is the first thing, name, company or store that comes
to mind? Whether it's a person or a business, they have
successfully achieved top of mind awareness. The goal of PR-and all
marketing-is to be parked in your customers' minds right next
to the need button; this button rests right at the top of their
mind.
The more buzz about a product or service, obviously the more
awareness exists. The more awareness exists, the higher the
probability of being in that top of mind position.
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Creating a buzz and awareness is done by many things, usually
all working together synergistically. It's been said and
written about in particular that marketing is made up of many,
many, many things. Buzz and awareness work in much the same
way.
Getting that label and moniker starts with announcing to the
world-usually announcing to your particular target market-that you
are in business. This is done with a press release that's sent
to the media, handed out to prospects and customers, or used as a
direct-mail piece. Posting the press release on your Web site is
another effective communication.
Some companies don't have the buzz, yet they've been in
business awhile. How then, can they start the process of awareness?
They can't announce the grand
opening of their business; it's too late in the game.
In this case, a press release can still be used. The information
communicated is just different. Since we stated that marketing is
made up of many, many things, the buzz is not just dependent on a
start-up announcement. There are many media- and news-related items
that can be communicated about a company or organization.
Anniversaries, relocations, new products, new services, promotions
and so on are just a few examples.
In addition to buzzing through the media, being seen contributes
to awareness. This is where networking plays a large part. Public
presentations are highly effective. They not only provide exposure,
but also the extra bonus of credibility that happens when you
establish yourself as an expert.
Alfred J. Lautenslager is an award-winning marketing and PR
consultant, direct-mail promotion specialist, principle of
marketing consulting firm Marketing Now, and president and owner of
The Ink Well, a commercial printing and mailing company in Wheaton,
Illinois. Visit his Web sites at http://www.market-for-profits.com and http://www.1-800-inkwell.com, or e-mail him at
al@market-for-profits.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.