It's hard to overstate the importance of brand recognition, but how do you go about building it? And how do you do it on a tight budget?
One simple tactic for start-ups and small firms is pop-up marketing. The big brands call this experiential marketing and they do it because they value face-to-face interaction with customers and are looking for specific geographic focus.
But this type of promotional marketing isn't just for big names; it's accessible to all and can be one of the most effective uses of a tight marketing budget in terms of generating sales and building brand awareness.
How does it work?
Put very simply, any company can rent a small area of promotional floor-space at a shopping location and tell thousands of potential customers directly about their product or service. If you apply a little smart thinking to what you do with your space, then you can create a lasting impression.
You don't have to spend a fortune either; the space itself is usually great value and you just need to use it well to draw people into a conversation.
Say you run a local gym; you can offer passers-by a 30-second fitness test and a discount on their first month's membership. You're not just delivering a sales pitch here, you're talking about something you love and know a lot about and this will show. This face-to-face contact with customers is really important for building trust and a strong brand.
Location, location, location
Aside from the personal contact with customers, the ability to target promotions geographically is one of the main reasons companies choose to run pop-up marketing campaigns. Arguably the geographic targeting with pop-ups is even more effective than social media and targeted adverts online.
Another great benefit of running a pop-up promotion is the association with the host venue. Generally, venues are fairly clear that they are not officially endorsing your product or service, but it certainly can look that way in the eyes of a customer.
This can be a huge boost for new businesses trying to make a name for themselves, and coupled with the face-to-face contact with customers, it gives pop-up promotions one of the best ROIs of any marketing tactic.
Sponsored post: Copyright © 2016 Emmanuel De Ryker, chairman and founder of Promotional Space.
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