Coastline Marketing Group June 2017

831-759-2273 www.CoastlineMarketingGroup.com MONTHLY June 2017 BUSINESS MARKET ING

The Brand Trap The Marketplace Is Changing — Is Your Business Ready?

In this age of massive corporations, where small businesses and startups look to Lyft or Dutch Bros. as the be-all and end-all of successful companies, brand marketing is all the rage. But while it’s true that consistent branding, messaging, and design are vital, they cannot exist in a marketing vacuum. Too many small businesses pour all their money into the development of their brand at the expense of converting prospects.

constantly optimizing SEO, business owners can redirect resources toward direct marketing. These savings free up cash that can be used to maximize value for your prospects, whether it’s through product innovation, coupons, or other monetary incentives. trying to model their approach after corporations 100 times their size. It’s worth considering the practices that match your smaller selling proposition, especially if you can quickly measure their success. To survive in the coming years, businesses will have to look toward direct response online marketing to fill in the gaps. The consumer marketplace is changing. Too many small businesses are

customers on its own — a pile of cash few small businesses have lying around. Luckily, in recent years a wide array of new opportunities have emerged, making direct response marketing all the more attractive. Facebook, in particular, has developed into a tool that enables companies to zero in on their audience with pinpoint accuracy. This targeting not only allows you to develop an in-depth picture of your ideal buyer, but it provides an avenue to communicate directly with them at unprecedented speed. These changes all pave the way to an entirely new type of direct response funnel, one that connects your customers to your business in more ways than ever — and at lightning speed. This Facebook-powered response funnel requires far less funds than those required for an effective brand marketing campaign. As opposed to building advertisements for radio, TV, direct mailers, and furiously and

These changes all pave the way to an entirely new type of direct response funnel, one that connects your customers to your business in more ways than ever — and at lightning speed.

The fact is, as the marketplace has shifted, brand marketing has lost its effectiveness for most small businesses. Potential customers, even after being exposed to a brand’s message, may still neglect to ever do business with that brand. The average customer today is bombarded with brands, their world saturated with companies clamoring for their attention. Because of this, in many ways, the contemporary customer is immune to the appeal of branding. It costs an enormous amount of money to establish a brand that can draw

– Phil Fisk

www.CoastlineMarketingGroup.com | 1

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