The document discusses the importance of brand awareness for businesses. It notes that 75-90% of people associate well-known brands like Coca-Cola, McDonald's, Campbell's Soup, and Home Depot with their product categories. The key to business success is being known before customers need your product or service. Effective branding through consistent advertising, especially intrusive media like radio and TV, can help businesses achieve high brand awareness and become the dominant leader in their category. Surveys show people are more likely to choose businesses they have heard of through advertising even if competitors have larger ads.

1. BrandingHow brand awareness will increase your profitability

2. The Value of Being KnownWhat is the first business that comes to mind when you think of cola, fast food, soup or home improvement.75% of people surveyed related Coca-Cola to cola75% of people surveyed related McDonalds to fast food90% of people surveyed related Campbell’s to soup85% of people surveyed related The Home Depot with home improvement.The marketing success which drives the marketing success of these exceptional businesses is:Be known before you are needed.Data from Summer 2009 Toledo Branding Survey

3. What it Means to be “Known”In the context of building a business being “known” means building your band so potential customers know who you are, what you do and why you are better then competitors, before you’re needed.95% of people surveyed said they’d be more likely to use a business that came to mind first.That means if you are not branded when they enter the buying cycle, you have a 95% chance of losing to your competitor who is branded.To achieve this, your business mush have good Brand Awareness with your potential customers.Data from Summer 2009 Toledo Branding Survey

4. Business CategoriesThere are two business categories that effect Brand Awareness and Effective Marketing:Non-matureNo dominant leader established (yet)High no-response rate, many people don’t know of any business in the categoryNo “Category king” – it will be less expensive to dominate a category now, you could be this category leader in 10 yearsExample: Typically the Chiropractor category has an 85% no-response rateMatureDominant leader establishedLow no-response rate, nearly everyone is familiar with a business in the categoryHome Depot is a “category-king” but 10-15 years ago, the Home Improvement category was non-mature

5. Local Brand AwarenessLocally, how do you get Brand Awareness like national brands?There are four ways to do this:Consistency in your message and marketing.Influence consumers with Intrusive Media.Get more Relational Customers for Higher Profitability.Avoid the five causes of Advertising Failure.

6. Achieving Brand AwarenessEffective Brand Awareness is achieved with Consistency Throughout the Product Cycle.People encounter about 3,365 advertisements daily.Will they forget yours when they go to sleep?Long-term, consistent advertising is essential to success!With consistency you will be able to imprintyour business into consumers minds.

7. Achieving Brand AwarenessConsumers Are Either In or Out.However, they are always in the purchase cycle. They fall into one of two groups:They are in the market to buy right nowThey aren’t in the market, but may be in the future. They may also influence others that are in the market right now. (Word of Mouth)

8. Two Forms of MediaPassive Media (Newspaper, Magazines, Internet, Billboards & Yellow Pages)Useful only for consumers who are actively seeking product right nowUseless if consumer already has someone else in mindIntrusive Media (Radio & Television)Reaches EVERY potential consumer, those who need it now or may in the futureEstablishes Branding Awareness!Home Depot is a national leader in its business category, and they advertise almost exclusively with Intrusive Media. Look in the Yellow Pages, how big is the Home Depot ad?

9. The Power of RadioIntrusive Media is so powerful that that government ruled that Tobacco couldn’t use it to advertise, but 40 years later, most people can still complete the slogans:“I’d walk a mile for a _________”“_________ tastes good like a cigarette should”Can you finish this song?“Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed _____”

10. What Consumers SaidThe survey showed that an alarming 56.2% of yellow page users already have a business in mind when they open the book!Consumers pass over ads of businesses unknown to them.80.1% of the people say they would choose a business with a small ad that they have heard of over a business unknown to them that had a larger ad.Only 5% say they would choose the unknown business with the larger ad.Cutting back on the size of a newspaper or yellow page ad to buy Radio increases overall:ReachFrequencyImpressionsBrand AwarenessBranding with intrusive media is what makes this happen!Data from Summer 2009 Toledo Branding Survey

11. Types of ConsumersRoy Williams said “Reach your core customer…” and there are Two Types of Consumers:Transactional CustomersPurchase based on price aloneNo business loyaltyConsider themselves to be the product “expert”Typically the type of customer that complains more, returns more etc.Transactions yield less profits because they only purchase at marked down prices or ratesRelational CustomersFind a business and are very loyalSeek a trustworthy expert; you as the business ownerNot as concerned with price savings as they are with the purchasing experienceAppreciates the relationship established between themselves and the businessBusiness yields more profits because they will purchase at full or near to full price

12. Influence vs. ReachInfluence is More Important than Reach!You can influence the entire market population 10% of the way with little results.ORYou can influence 10% of the market population 100% of the way with greater results.

13. Influence in Local MarketsSomeone will become the dominant figure in each non-mature categorySomeone will gain larger market share by finding a niche in each mature categoryEveryone has the opportunity to boost their Share of Mind and Brand AwarenessA branding campaign will increase your mind share and ultimately your profitabilityWill it be You?Data from Summer 2009 Toledo Branding Survey

14. The 5 Reasons Advertising Can FailTargeting the wrong peopleYour media schedule is so thin or fragmented that it doesn’t penetrate the minds of the target audience. Bad Creative – The message and presentation has to be memorableMarketing or internal weakness with your business – Signage, location, sales-force, product, service, etc.Your expectations aren’t realistic – What will constitute success?

15. Increase Your Mind ShareConsistencyBuild a long term relationship with your customers and potential customers and brand with a consistent message.DurationThe desire for “Instant Gratification” is among the top reasons for advertising failure. Stick With It! You can’t stop! Long term advertising pays off! InfluenceIntrusive media can influence consumers in and out of the buying cycleThere is no wasted advertising.It isn’t about “Reach”Influence 100% of who you can afford, then Grow!Increase Brand AwarenessCreate a USP (Who, What and Why You?)Consistently remind people using intrusive media.Relational CustomersAre you reaching your core customerAvoid the 5 Reasons for Advertising Failure

16. Thank YouWe look forward to helping your business increase its share of mind and profitability!Let’s take a look now at how your business did, or did not do, in our local research.But first, let’s answer these questions.Do you think your business is in a Mature or Non-Mature Category?What’s unique about your business that will distinguish you in your category?Who do you think is the leader in your Category?Contact NameE-mail@cumulus.com419.725.5700

17. Thank YouWe look forward to helping your business increase its share of mind and profitability!Let’s take a look now at how your business did, or did not do, in our local research.But first, let’s answer these questions.Do you think your business is in a Mature or Non-Mature Category?What’s unique about your business that will distinguish you in your category?Who do you think is the leader in your Category?Contact NameE-mail@cumulus.com419.725.5700