How do you advertise?

Find out what media your consumers use. List them out. Use the ones they use most often that your budget can afford. 

Advertise a bunch of ways in various media as long as you can find a big group of your consumers are using that medium.

Spend enough and consistently enough, you should see results.

Can it be that simple?

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What do they know?

They, your competitors probably know more about you than you think they know about you.

They probably found the information about you and your campaign and insights into how you think from your retailers, wholesalers, suppliers, disgruntled employees. 

These are of course, on top of the desktop research on you from the net and the information they can buy from research houses and the likes.

I am not saying you need not guard your confidentiality. Just don’t be so paranoid that it hampers your movement.

What don’t they know?

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What will make my brand grow?

Advertising. It’s the best thing to introduce to your brand especially if it’s not been done before.

What else did you expect to hear?

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How good do you expect it to be?

Some marketers tend to expect every campaign that they execute to be successful. Every. Single. One.

Not every date is a nice one. Not every assignment you handed in got an “A.” Not every conversation is an enjoyable one. Not every movie you watched is a fantastic one.

Why would you expect every campaign that you run to be a great one?

In my experience, every five campaigns (even if you got everything right) you will likely have one great one, one that sucked and three that, well aren’t too bad, but you can’t say they were great either. 

Ok, you can try to up the odds, but if you don’t achieve better numbers than I did, well you know the benchmark. 

But please don’t let this from stop you from aiming higher.

Do you think it will be that different?

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Are you willing to invest?

If you are not willing to spend money to build your brand, don’t ask me about how to make your brand big.

What’s your commitment?

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How can I improve what I am doing now?

Consistently add more money to your A&P budget. And oh yes, do things faster too. Don’t over analyze it. Don’t make decisions based on the committee, if you can help it.

Is there something simple I can do?

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Do you do isolation exercises?

Your brand is one. The way your brand communicates is as a whole. Look at the way your brand communicates as one piece of work. Not separate pieces of work.

Stop doing one or two activities you call a campaign, here and there.

Start looking at your brand activities as one huge piece of communication that is related to each other.

Do you know what are compound exercises?

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