“Don’t Copy The Mega-Marketers”
Small and mid-size businesses cause themselves grief by trying to
Mega-Marketers: If You Don’t Have Their Budget, Don’t Copy Their Methods
Small Business Owners are unduly influenced by Mega-Marketers like Proctor and Gamble, Coca-Cola, GEICO and McDonald’s. They read about them in books, magazines and blogs. They study their advertisements and try to emulate them (“We should do something like that.”). And they cause themselves untold grief.
These behemoths of marketing use a formula that, if copied by the average small business, can bring financial ruin. Their formula is this: Creativity + Repetition = Awareness. Boiled down to its essence it says this
To create brand awareness and customer recall:
- “Grab attention using the most creative, unexpected and provocative images, statements and characters in your advertising
- Repeat, repeat, and repeat!”
When small businesses try to copy that formula they fail because they don’t have the money to carry it out. C+R=A relies on putting your message in front of your prospect as many times and in as many places as you can. They can afford the production costs, airtime, and mailing costs. P&G will spend upwards of $1 Billion and six months to introduce a brand.
Once again, If you don’t have their budget, don’t copy their methods.
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