Four States Small Business Blog

How Can I Grow My Business with Traditional and Digital Marketing? | The BrandsFormation System

Posted by Mark Zimmer on September 21, 2021 at 7:00 AM
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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:

1. Strategy

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

In this step, you will begin crafting your story. You want a message true to your company that will resonate with your audience. To understand this phase, think about bricks and mortar. The bricks are the individual ads in your campaign telling a specific story, and the mortar is made of thematic elements and things that don’t change across platforms or ads.

3. Consistency

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?

These days, there are many options to choose from between traditional marketing and digital marketing methods. Still, there are some important considerations to make before selecting a marketing medium in the BrandsFormation system. When choosing a media type to get your marketing message out, consider where you can afford to dominate the space. BrandsFormation is designed so that you can get the most out of your marketing budget and maximize your return on investment. As long as you choose a marketing medium in which you can dominate the space, it's hard to go wrong.

How Does Traditional Marketing Work with BrandsFormation?

First, let's define what we mean by traditional marketing. Traditional marketing refers to the set of advertising options available to businesses before the internet. Traditional marketing includes direct mail, radio, TV, and print ads. These marketing methods are tested, time-proven, and often provide an excellent return on investment.

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?

Digital marketing is the new kid on the block. There are several types of digital marketing: search engine optimization, pay-per-click, social media marketing, content marketing, email marketing, and mobile marketing. Digital marketing can direct people to your store location, get them to call you, or most often lead them to your website.

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. 

Takeaway Point: Message and Frequency Get Results

The most important thing to know about marketing and BrandsFormation is that message and frequency get results. If you understand your business and what makes it unique, and you deliver that message consistently and frequently, you will capture mental real estate in the minds of your potential customers. Zimmer Marketing is ready to help you craft and deliver your message. Are you ready to take control of your companies future and build your brand? 

Want To Learn More About BrandsFormation? Come To Brand Kamp

Chuck Mefford will be coming to Joplin on Tuesday, October 26, 2021, to host BrandKamp. BrandKamp will be hosted at 11:30 am at the Joplin Holiday Inn. At BrandKamp, Mefford will explain in detail how BrandsFormation works and how it can make your good local brand into a GREAT local brand. Plus, the event is absolutely free! Sign up today! 
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Topics: Marketing ROI, BrandsFormation, Digital Marketing, Branding