Perhaps the greatest challenge that marketers face is holding a position in the mind of the consumer.
It doesn’t matter if they’ve seen you advertising your high-value car insurance, unless they actually think of you when they buy a new car.
Managing to hold a position in the consumers’ mind is best done through having a presence in the market. If you browse through social media or watch TV, you don’t have to go far before you start seeing completely familiar brands – Apple, Coke and BMW are constantly putting themselves in front of you. They have market presence.
The key point to understand here is that being noticed isn’t enough. People forget quickly. You need to keep reminding them.
With that in mind, let’s look at the best methods for establishing a market presence.
Social media provides an amazing opportunity for market presence because it allows you to appear in people’s social feeds. They’ll see your name amongst the clutter during their mindless scrolling sessions.
If they engage with your brand, then perfect! But even if they don’t, at least they’ve been reminded that you’re there.
Advertising is probably the most common form of market presence. Everywhere we go, we’re bombarded by companies and brand names. Television, the internet, billboards, bus stops and train stations. Where ever they go, there are plenty of opportunities to remind the consumers that your business is working and is ready to meet their needs.
Using an email list to mass email former, current or potential customers is a brilliant way to develop your market presence. There’s no better way to remind someone that you’re available to help than by sending them a personalized email, while using their name.
It also provides the somewhat unique opportunity to remind people of unfinished transactions or items in their online shopping cart. For people that were almost converted, but not quite; a small reminder is often all it takes to gain the customer.
Branding is an important tool to consider when it comes to cultivating market presence. In fact, the brand should be developed with this in mind.
Having a memorable concept, a catchy slogan and an aesthetic, eye-catching logo can be the difference between your constant reminders sticking in the consumers minds or falling by the wayside.
All of these are important factors to think about. When properly utilized, each of them can help to develop a brand that sticks in peoples minds and has genuine and consistent market presence.