Getting Noticed–the Key to Marketing

Getting attention for your marketing in BillingsMarketing is all about this quote from Leo Burnett:

“If you don’t get noticed, you don’t have anything.
You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks .”

Leo Burnett: was a renowned 20th century advertising executive

There are a lot of ways to get noticed in Billings, but your marketing is really more than just getting noticed.  It’s getting noticed in the right way, by the right prospects, at the right time.

Focused Marketing Using AIDA

One of the reasons the marketing axiom of AIDA is so valuable is the truth in that phrase. Prospects are always rolling through your window of opportunity.  Your marketing in Billings or anywhere for that matter needs to be consistent and present in a target rich environment.  You cannot predict with any degree of certainty when a buyer will be available to you.

Buying cycles occur everyday.  People love to buy, but they often don’t like to be sold.  Using a marketing media like radio gives you the best opportunity to be looking for attention when a prospect is in a buying mode.

Getting Noticed is Marketing 101

What do you notice?  Is it the golf clubs or golf balls when you are watching the Ryder Cup?  If you aren’t a golfer, chances are very good you won’t even be on that channel even in passing.  To you, golf ads are a waste of time if they are even noticed at all.

To another, a golf event is a great chance to be noticed and move further into the mind of a customers buying cycle.  You have been noticed.  You have their attention.  How you turn it into interest, desire, and action is the art of good marketing.

A sporting event is a great way of getting attention when you are tied in as easily as golf, but what if you are selling stereo equipment?  Where would you want your message heard or seen?  The proper choice of media along with a well targeted message will help you sell more product.

Wasted Marketing Messages

A claim you have the “best installers in town” is an example of wasting your time and money and listeners attention.  Of course, any advertising on cable TV is pretty much a waste no matter how cheap you get it.  The levels of usage of ad supported cable TV are so low in Billings you would be better off spending your money at the Crystal Lounge.

Burnett said it.  “If you don’t get noticed, you don’t have anything.” So why would you market your product in Billings in a medium that averages less than 150 households unless its highly targeted and specific.

Or you’re feeling lucky.

The Election Does Not Matter to Your Business Marketing

crowd of shoppers from examiner.comI’ve heard from a number of marketing clients in Billings over the past few weeks worrying about what the election is going to bring.  Will it be Romney or Obama?  What will they do to help/hurt my business?  Who will win the Governor/Senate/House and what will they do?

None of that really matters.

Shopping always trumps politics.

The amount of shopping for hamburgers at McDonald’s on Central or Main is more important than the debt ceiling debate. The amount of shopping for beer at the local convenience store is more important than any contest for President. And the number of shoppers occupying the aisles of Target and Wal-Mart is more important than the number of protestors occupying Wall Street.

Marketing to Buyers

People want to buy.  Sometimes its products they need. Sometimes its products they want. They bought those products throughout the first Great Depression.  They have bought them through the second Great Depression.  People want to buy.

In spite of all of the traumas that have occurred in our country whether 9/11, Watergate, partisanship, wars, bank failures, foreclosures, or depression, people were still buying and will continue to buy.

There has always been a doom and gloom vibe that goes around.  I remember my father storing his dried food rations, guns, and ammunition in the late 60’s and early 70’s convinced the United States was doomed. I wonder what he would say today.

Marketing is simple at its core.  Attention, interest, desire, and action.  These are the four steps in the buying process every person who is going to buy your product passes through.  These are the steps your marketing must touch if you hope to make a sale.

Are you going to be found when they are ready to make that purchase.  Are your prospects going to think of you when they are ready to take action?

Making a Smart Marketing Choice

Your choice of marketing method may be based on a number of different considerations from price to reach to your perception of its value.  Unless you have unlimited money to use in marketing, radio should be an important part of your mix.

Getting to the top of your prospects mind is important. Being “locally owned and operated” in your marketing does not scare Wal Mart in the slightest nor does it put you ahead of them in your shoppers mind.

Marketing-Right Place, Right Time

Billings marketing is about right place at the right timeMarketing your business is being in the right place at the right time.  It is why Google is running ads on websites all across their network right now.  The idea?  To push the feeling their ads are the only ones that work.  After all, when you appear in search you are in the right place at the right time.

It is also wrong.

It is undeniable people almost always use just the first page results when they do a search.  42% of searchers click on the first result they get believing in Google’s infallibility of getting them the best answer.

If marketing were that easy,you could be to buy Google Adwords and call it a day.

It is not.

New Marketing World

The internet has opened up a whole new world to businesses and customers.  The new connections you can make with your current customers and connections with people who have never heard of you is enormous.

People want to do business with companies they know and believe in.  That’s why using a good mix of advertising is the best way to improve your business. With so many choices, it is hard to decide what the right mix.

There are over 20 different ways to market your business in the Billings marketplace.  No one can afford to be in all places at all times.  The use of a professional to help you with your strategic plan is not difficult or costly if you make the right choice.

You could Google for one, of course, and take the first name on the list.

Partner in Marketing

Or you could look for a partner with a wide range of marketing skills including buying, planning, writing, and producing high quality performing advertising solutions. The partner would be experienced in TV, web, billboards, print, mobile media and radio among others. Now it would be great if that first Googled name had all those qualities, but if you did not know the first company, what then?

I know which one I would take.  And it probably isn’t using Google’s first result for something that important.  At least not without additional information.  That is why your marketing mix is so important.  You have to be known in ways additional to an online presence. Your potential customers think the same way.

Professional help for your website and your marketing is only a click away.