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It is often said that one of the greatest art forms of recent times is marketing. The act of crafting a message out of nothing more than text and images to manipulate the public’s perception certainly is clever.
And English artist Damien Hirst has been described as art’s boldest marketer, creating a campaign of hype and buzz around his work that almost always secures him headlines for his work across the media world.
Indeed, businesses of all sizes from all industries strive to get into the public’s consciousness using all sorts of tricks. Big businesses with big budgets might use TV, billboards and magazines to ingrain their brand into people’s minds. Whilst small start-ups may opt for organic search engine optimisation (SEO) and very targeted niche marketing initiatives to push their brand into their target demographics’ domain.
Perhaps one of the most powerful brand-building techniques of recent years has been buzz marketing. This is a fantastic way for smaller companies to enter the public’s awareness because it essentially consists of planting an initial seed which then organically grows via word-of-mouth.
Used in conjunction with social media platforms such as Twitter and Facebook, buzz marketing is a very effective means of spreading a brand message rapidly across the globe.
Of course, buzz marketing can be very hit or miss and whilst it can cost next to nothing to implement, you can never be certain that an idea will catch on. And even if it does work, the novelty factor may wear off rather soon and a brand name may fall out of the public domain just as quickly as it entered.
A classic, tried and tested method of getting brands into the public consciousness has been through promotional products. Functional products that people actually need and use on a day-to-day basis, resplendent in your company logo and colour scheme, is a fantastic way of spreading the good word.
This is a technique used by many of the world’s biggest brands, but it can be replicated by the smallest of companies. You may decide that each new ordering client receives a special gift, such as a branded pen or keyring. A coffee mug with a company logo on it is particularly shrewd, because it often means your company name is constantly on the desk of your clients or potential clients.
Throw into the equation branded umbrellas, notepads, USB flash drives, bags, calendars and t-shirts and you can really start to get into the minds of your target market.
Brand identity is everything in the modern world of business. Familiarity breeds trust, which makes promotional products one of the most effective ways of getting your company’s message out there.