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There is No Quick Fix for Marketing
The ideal balance of the Three Tiers is different for every business and will change regularly as each business grows. So what are the three tiers and when is it best to use each one or all of the three? Every business is at a different level in relationship to the balance of the Three Tiers which makes the most sense for their business. Here is a brief explanation of the three and when one or all of the three may be best for a business.
Direct marketing is all about making sure your business is in front of your potential customers when they are looking for your product or service. For most businesses, this is the level which must always be addressed. The amount of marketing at this level is determined by your growth goals. This may include internet marketing as well as some specific and targeted media.
This level is at the forefront for good business. We use Engagement Marketing to create an ongoing strategy which will keep your existing customers coming back more often and increasing your referral business. This may include things like: social media, e-mail marketing, and text marketing. It may even include contests or promotions to your existing customers.
We like to save this one for last for a reason. It is important you have a brand, but brand marketing is not easy, nor does it produce instant gratification. We like to recommend starting branding slowly until the Direct Response level is maximized, generally starting at 20% of the marketing budget. As the Direct Response level is maximized, the budget for branding typically increases. Branding may include things like: better marketing materials, direct mail, billboards, radio, and television. Your business may or may not be ready for this today.
The key to understanding branding is knowing its place in the three levels. It's all about finding out what makes sense for your business.
Wherever your business is today, we work with you on the solution! Let's find the right media mix for you today!