Increasing the visibility of a business will require increasing consumer awareness of who you are and knowledge of what you do. To convey these points to prospective customers means meeting customers where they are. Customers are people, the main places we are found is home, work and in public. This is where we are. There are two basic ways we all deliver messages, audibly or visually. If these methods are not being practiced regularly to reach customers you are out of their range of consideration...no one is buying anything!
Since we know that customers are at home we know there is a good chance we can reach them through television advertising because 96.7% of U.S. homes have a television set. We also know that the majority of homes and businesses have at least one computer with internet access, so we can also reach consumers through online presence and advertising. Being online also increases our accessibility for customers to reach out to us. We can also promote through radio, print media, billboards, mailers etc. As a video guy I encourage embracing video for promotion and advertising. Reason being it has a high information retention rate of around 80%. If you deliver the right (or wrong) message it’s going to stay in the consciousness of the viewer. Think about it, have you heard of a Snuggy, a Ped Egg, Proactive, or Justin Beiber? These products and Bieber combined have sold over $2 billion to date. We are aware and knowledgeable of what these products do through TV & internet video advertising.
Video allows you the opportunity to visualize what your brand represents to a large audience and how you can help them. This means something. Something that may equate to consumers buying into your brand. Also, word of mouth and networking are strong ways to reach people at work or in public. Using social media allows you to introduce your business to people who may be looking for your type of products. Using these methods in combination is a powerful way to increase your company’s visibility, accessibility, and brand equity with consumers. Leveraging these channels with a strategic vision and regularity is key to their effectiveness.