Throughout NPE, we questioned our booth visitors on what their biggest marketing woes are. The answer? The need for more brand recognition in the marketplace and a strategic approach to increasing brand awareness were the top challenges. This was followed by having outdated or ineffective websites, videos and sales tools.
Gaining brand recognition stems from placing consistent messaging and visuals in front of your target audience on a regular basis. Consistency and frequency is key. People see thousands and thousands of brand messages a day and there’s no guarantee your target market is going to see your message – that’s why it’s critical to be in the right place and the right time.
How do you do that? A multi-channel approach will achieve greater visibility and increase brand recognition for years to come. A thoughtful approach to building brand equity happens with a dedicated focus on:
- Website use experience
- Email campaigns
- Social media strategy
- Advertising (digital and print)
- Trade shows
- Speaking opportunities
- Attending industry events
- Creating brand advocates