A Game Of Time
There are many types of marketing, but it can be primarily divided into two categories: short-term marketing solutions, and long-term marketing solutions.
A short-term marketing solution might be something like a publicity stunt. It’s a singular act designed to perpetuate high levels of awareness among target markets for a short time.
Sometimes PR functions as a publicity stunt. That is to say: a company will make some grand gesture for the community as a means of endearing itself to locals. Sometimes the publicity stunt is a bit more radical and risky. The thing about short-term marketing is it’s not very trustworthy. You never know what is going to happen.
Meanwhile, when you go the long-term marketing route, you’re a lot more likely to see reliable, trustworthy metrics pertaining to products or services. A lot of marketers will vie for the long-term marketing plan, because continuous marketing is just more likely to yield requisite ROI over time.
You’ve got to have reliable returns for your marketing, or you’ve just wasted money. The thing is, both long-term and short-term marketing plans can be expensive, and may not yield the results you’re looking for. That’s why you want to use strategies that have benefit regardless of ultimate impact. For example, consider the logo.
The Importance Of The Right Logo
A long-term marketing solution may have to do with menial merchandise—souvenir-type things, trinkets, baubles. You know, pens, coffee mugs, t-shirts, stickers, thermoses—the list goes on. You want things that you can give away for free which include your information. But it’s not just enough to have your name on these things.
A logo communicates to the viewer almost on a subconscious level. This is because logos are have an archetypal quality. If you’re unfamiliar with an archetype, a simple analogy would be a square as compared to a cube. The square is the archetype of the cube. Your logo is an archetype of your business. This is why Nike has a check mark.
You’re familiar with Nike, right? “Just do it,” commands their slogan. And a checkmark represents something else marked off the list. The check mark, stylized as it is, makes up the Nike logo. So what you need to do is design a logo which is representative of your business and in some way alluring. That logo is going to go on everything—including marketing merchandize.
A good long-term marketing campaign is going to give prospective and existing clients continual reminders of available services. They, again, act on your customers in a subconscious way. This is branding, essentially. You need that logo on your mugs, your t-shirts, your website, your commercials—you get the idea. For radio ads, you need a jingle.
What all these things should be ultimately designed to do is drive clientele to a location where they have the ability to purchase that which you sell or provide. So something else that should come packaged in with your logo is your website, phone number, and the physical address of your business. For greatest success here, online web design strategy must be considered.
The truth is, different audiences have different preferences. You’re likely not going to meet those preferences right off the bat. Sure, you might hit a branding “home run” right out of the “dugout”, as it were; but that’s just not very likely. You’re probably going to have to do some work in order to get things just as you’d like them.
To that end, attaining consultation makes a lot of sense. You’ve got a choice, here: reinvent the wheel, or use options that have been designed by those who have gone before you. For many reasons it makes a lot of sense to go with established solutions in this regard. You’ll save a lot of money in terms of trial and error.
So as a review: you’ll want to use a mix of short and long-term marketing campaigns—the longer-term campaigns will generally be more dependable as time goes by. Increasing that success is often best done with the assistance of a well-designed logo which is printed on a variety of promotional materials, such as provided by the Custom Tablecloths. These promo items are used to expand your brand’s impact over time. Finally, a dab of consultation isn’t a bad idea, either.