Low Impact Marketing OR How to Beat Your Competitors95% of marketing falls into this category and it is often referred to as “brand awareness”. Thankfully, your competitors are probably investing their marketing budget in this type of marketing. Brand awareness is based on the idea that “if you tell people about it then they’ll come”. There is also the common myth that "if you build a better mousetrap then the world will beat a path to your door". This is unfortunately untrue. Think about the biggest selling burger in the World. Is it the best burger in the world? No. Is it the most heavily marketed? Yes. The fact is that brand awareness does work if you hit enough people enough times. Simply put, impact can be achieved through repetition. However, only large corporations have the patience and deep enough pockets to afford to be able to hit their customer’s enough times (around about 5-6 times per day!). Let's look at it another way, the average person is hit by 3 700 marketing messages every day. So unless you can afford to run adverts on a daily basis then you must avoid low impact marketing if you want to get a reasonable return on it. What is Low Impact Marketing?Marketing is low-impact if it looks exactly the same as what every other company in your industry is doing. It comes about because when people look at marketing their company they start by looking at what every other business in their industry sector is doing and copy it. The return on this type of marketing as you can imagine is very low. Take a look at all forms of your marketing including web sites, adverts, e-mail, sales letters, business cards, flyers, leaflets etc. It is low impact if: It looks like every other piece of marketing from that industry.It has no compelling message or offer or reason to respond.As always there are exceptions that prove the rules. In this case DFS does tick most of the medium impact marketing boxes above. However, they permanently seem to have a sale on and hence dilute the impact of their marketing to such a degree that it comes under low impact. However, I bet it still does better for them than many marketing messages that don't have a strong sales message. Remember: Low impact marketing avoids all the problems with negative impact marketing, i.e. it is professionally produced, well-designed etc.
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