If you're a small business owner, you might be familiar with the feeling of being overwhelmed with dozens of complicated theories and books about how to do marketing. There are thousands of resources promising the moon when it comes to marketing and business growth. But often, these ideas turn out to be poor fits for small local businesses that don't have the resources of a large in-house marketing department. That's where BrandsFormation shines. Below we'll discuss what BrandsFormation is, why it works, and how you can use the system to grow your local business.
What is BrandsFormation?
At Zimmer Marketing, we use a single system for our marketing campaigns, marketing expert Chuck Mefford's BrandsFormation. BrandsFormation is all about finding what makes your business unique and telling your potential customers about it regularly. To achieve these marketing imperatives, BrandsFormation is broken down into four steps. They are:
During this step of BrandsFormation, you will take stock of your business. You’ll need to identify competitors and determine what truly makes your business unique, the differentiating idea. This is the foundation for each following step, so it’s important to be thorough and get it right.
2. Strategy-based messaging
The consistency step is just what it sounds like. The goal is to expose potential customers to concise, well-crafted messages regularly. These messages shouldn’t be “buy now” moments. This is all about building brand awareness which will pay off big in the long run.
4. Dominant frequency
Your brand’s message should be delivered to your target audience with frequency. For a timeframe, you should be thinking six months to a year. BrandsFormation is all about commitment. Commitment creates long-term results and is essential to creating a strong brand that will command mental real estate for years to come.
What Media Should I Use for My Marketing Campaign?
How Does Traditional Marketing Work with BrandsFormation?
If you have a small budget, consider using a traditional marketing medium like radio. Because radio is inexpensive to run ads on, you can afford to run your ads at the recommended frequency. In the BrandsFormation system, you should run a radio marketing campaign on the 21 52 plan. That means you run your ads a minimum of three times a day, seven days a week, for a whole year. With frequency and commitment, your future customers will come to recognize your brand immediately and think of you first when they need the service you offer.
How Does Digital Marketing Work with BrandsFormation?
At Zimmer Marketing, we've found that digital marketing often works well when coupled with traditional marketing. For instance, having an excellent website and an effective SEO strategy brings in web traffic. Because your potential customers are already familiar with you from your radio ads, they are much more likely to buy your product or service when they search for the service you provide. But, referring back to BrandsFormation, it is vital that your online message be consistent with your message across all marketing platforms.