Flying The Promotional Flag

Businesses have to get creative and think out of the box in this current tough economic climate to ensure they stand out from the crowd. Going the extra mile with your customer service and marketing strategy is essential to keep new business flowing in. Making use of every type of marketing medium available is the sensible approach. Although many businesses find keeping the momentum of a rolling marketing campaign too time consuming and labour intensive if budgets don't stretch far enough to bring in help from external sources. It is therefore imperative that a detailed plan and strategy is in place, one that focuses on marketing efforts that gain the highest attention, obtain the greatest amount of exposure from the lowest investment.

Choosing a strong company logo is important but it should be more than just a pretty image. It needs to stand the test of time or at least be a logo that could evolve and be updated over the years without losing the original style. It should reflect what you do and the kind of business you are. Your company logo will then give direction to the rest of your marketing materials. From leaflets and brochures, business cards, headed paper, to the website and e-newsletters there should be continuity with every marketing tool you use. Whatever the medium, every letter, invoice, e-mail that leaves your business should contain your logo that reflects your company's culture and ethos.

The Chartered Institute of Marketing states that a prospective customer has to see information on a company 5-7 times before bearing logging the information for future use. Therefore it's useful to bear in mind the snowball effect your marketing campaigns will have on your target market. If after several attempts at promoting your service, your efforts seem to go unheard, it may take many more attempts before the fruits of your labour are received. One thing you can be sure of, sustained and continued effort will eventually pay off, the enquiries and referrals with start to happen.

Reinforcing your brand using all forms of marketing medium available today is the right thing to do to build a reputation within your industry and local area. A user friendly website need not cost the earth, keeping the graphics fresh and simple and the message to your customer clear and focused. Social media is essential and perhaps add a company blog or send out a regular e-newsletter to your customers to keep the communication going. Strong signage on buildings and company vehicles will ensure you stand out from the crowd and the use of flags and banners should not be the exclusive activity of car show rooms. In the UK we have been shy to fly the flag whether the Union Jack or our company logo. We have shown a certain amount of reluctance about shouting loud about the love of our country or the talents, skills and services that our workforce and business has to offer. What ever you choose to do, the continuity of your company brand and culture must be the backbone of every marketing activity undertaken.