The teacher and student continued their discussion about branding based on the book, The 22 Immutable Laws of Branding, by Al and Laura Ries. They completed a discussion about publicity and are now ready to discuss advertising.
“Once you establish your brand through publicity, getting others to write about or broadcast information about your product, you need to advertise.” said the teacher. “Publicity is important, but remember, the news likes to publicize new things. Once your brand becomes established, you are no longer new. Now, you need to advertise to keep your brand in the minds of your customers.”
“Advertising acts as a constant reminder. It is an investment.”
“You can think about advertising as an investment, but do not think about it as only a return on investment.”
“Why?” asked the student.
“While advertising keeps your product in the minds of customers and potential customers, it is not directly proportional to sales. Not all of your customers will buy your product or service every time you advertise. They may not need your product or service at the time of your ad.
The most important aspect of customer relationships are the relationships. Relationships are built on trust. Advertising helps establish that trust. It tells customers and potential customers that you are doing well, you have new products, services, and what is on your business’s mind. Remember My Rule of Business: Business is about people. It doesn’t matter what you sell, all business is about people. In personal relationships you tell your significant other that you are doing well, what you are thinking about, and plans for the future. Advertising your business does the same for your customers; you want them to know that your business is doing well. If you advertise well, your customers will contact you when they need you.”
“What are the best form of advertising?”
“The best form of advertising is the form that reaches your customers and your market.” replied the teacher. “If the Internet best reaches your market, use email, blogs, Twitter and other Internet technologies. If radio is the key, use radio. If print works the best, use magazines, newspapers, flyers and so on. The best method is the one that reaches your customers. Use one, a combination, or all.
“Thank you.” said the student. “What will we discuss next time?”
“Rule #5 – The Law of the Word.” answered the teacher.