Set Your Company Apart From the Rest

You are an expert at what you do and

smart enough to market your business.

But, are there some things that you just

DON’T HAVE TIME to deal with or investigate?

I just created a internet banner ad for a customer that will be posted on an industry search website. After sending the banner to the business owner for review, she sent a note back:

“Over all looks good. As we complete the website we can change it right? The right side feels a little plain but I don't know how I would change it.”

The owner is correct, it was plain. Intentionally plain. My response to her:

“Keep in mind that the banner isn't for the website, it is for the industry search website only. The plainness is intended and although not as pretty as some of your competition, it is actually better from a psychological marketing perspective. The banner clearly illustrates your company's name and only the name. The name is disentangled from unnecessary artwork and subsequently stands out. The average viewer of the search website will look at your primary competitor’s header and remember the colors and shape of the logo - which is all they need to do because that competitor’s logo is already recognizable because that competitor has more published ads than any other business in your industry within NW Indiana regional market. As a result, the average viewer will see those colors and shape of their logo about 46% more times than your business’ logo. However, the average viewer is seeing your franchise’s logo as much or in some cases more often than that competitor’s logo. But your franchise logo represents multiple offices, so it is critical to set your business apart from your other franchise owner’s businesses. The approach I took was to illustrate your franchise logo with your business’ name CLEARLY PRINTED with nothing else around it to distract the average viewer from reading the name. But, I did insert a bright, yet warm background color (that also matches your franchise logo color) around your business’ name to pull the average viewers eye toward your business’ name. The warmness of the background color will provide additional mental sentiment to the average viewer further increasing the odds of that viewer remembering your business’ name.”

How did we do?

I wish I could say that our customer was now the market leader, but that isn’t the case. The market leader spends an average of 2500% more than my customer spends on advertising. But, the inquiries from the industry search website that we placed the new header on INCREASED more than 20% and the number of customers is UP 10%!

<< Back to Home Page