In this difficult economy we are all trying to come up with low cost, effective ways to reach new customers. As marketing continues to change, there are a few things that remain constant. In the words of guerrilla marketing expert Jay Levinson:
Commitment – “A mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment.”
What he is saying is that you need to keep that top of the mind awareness and be patient! The first time a person sees your sign or promo they don’t see it. The second time s/he doesn’t notice it, the third time s/he is conscience of its existence. It takes at least twenty times for the person to make a decision to buy.
Investment -”Marketing is not an expense, but an investment – the best investment available in business if you do it right.”
One thing about signage, it costs about 10% that of broad-based media such as TV, newspapers, radio and yellow pages. Also other media stops as soon as you quit paying for it. Remember the patience/commitment factor! Signage is your silent salesperson.
