For your local business, there are many tactics at your disposal when it comes to advertising.
Among those are branding and sales advertising, each different disciplines with different goals, but both can contribute to a company’s success.
Brand advertising is more strategic in nature and works to establish a company’s identity, values, and voice; and the trusted experience customers associate with it. Branding can help to build recognition and differentiation, establish a market position, increase customer loyalty, and establish strategic building blocks for a business. Brand advertising is the long game.
Meanwhile, sales advertising is more tactical, usually focused on driving near-term sales, website traffic, or event attendance via a promotion or campaign. Sales advertising emphasizes immediate action, closing the deal by meeting the demands of customers that branding has created.
But branding can also lead to sales. Strong and consistent brand advertising has the power to enable potential customers to narrow their choices to companies and brands who they feel they know and understand. When a need or want arises, they know who they want to shop with before ever entering a retail or online store. A relationship developed through branding.
Designed well, branding and sales advertising can work collaboratively to help your local business grow. Using brand and sales advertising in an integrated fashion enables strong sales advertising, stronger customer connections, and increased sales.
Here at Sentinel Solutions we advocate an integrated multimedia advertising approach that engages with customers throughout their journey from awareness through to purchase and advocacy. Utilizing brand advertising as part of the media mix in the awareness and consideration stages of the customer journey and sales advertising in the purchase phase can be an effective strategy.
And of course, brand and sales advertising can be executed across multimedia including social, print, search, connected TV and more. Together brand and sales strategies can be executed effectively to ensure your local business is included in the consideration set of customers all through their path-to-purchase.
Interested in learning more? Sentinel Solutions are expert in branding and sales advertising and how to integrate those tactics effectively into a multimedia campaign.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed
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