People instantly know certain brands, whether it’s their logo, motto, or even their music. Any company should strive for that kind of brand awareness since it eliminates the need to overspend thousands of dollars on marketing because you are already well known. During our podcast with Eric Thomas of Rival Marketing, we discussed why branding is crucial for small businesses and how it goes beyond traditional marketing.
Go Paint The Town Red With Your Brand
The Lost Art of Marketing
Marketing has undergone a dramatic evolution in the digital age. With the rise of social media, SEO, and email campaigns, it’s easy to get swept up in the allure of new and shiny marketing tools. Eric pointed out, “So many people have forgotten the bread and butter of marketing.”
Eric emphasizes the essence of traditional marketing techniques, many of which have taken a backseat to their digital counterparts. But let’s face it: there’s something intrinsically valuable about grassroots marketing efforts that digital platforms can’t replicate. HVAC is a service-based industry. It thrives on human connection, trust, and the local communities that it serves. “You can’t just sit on your ass waiting for the phone to ring,” Eric warns. He’s right; effective marketing is proactive, not reactive.
We’ve become accustomed to the idea that a well-placed ad or a boosted post will do the heavy lifting for us. But as Eric points out, sometimes you must return to the drawing board and do some old-school legwork. “Knock on some doors, go do a car wash, and do whatever it takes,” he urges. It’s a call to return to the days when marketing was as much about community engagement as it was about selling a product or service.
The HVAC industry, like any other, has its ups and downs. Economic downturns, seasonal lulls, and unexpected global events can impact business severely. “The people who went on offense when times got tough [are the ones who survive],” states Eric. What does he mean by going on the offense? It’s about being proactive, thinking outside the box, and taking calculated risks to maintain and grow your client base, even when times are tough.
Memory Recall In Consumers
One strategy that often gets overlooked in this digital era is the role of memory recall in shaping consumer behavior. “Having a branded campaign that matches their radio or TV ad can help bring conversions because you’re getting that memory recall,” suggests a recent comment from an industry expert. But what does this mean for businesses, and how can they leverage the potent synergy of visual, auditory, and digital advertisements?
Memory recall is more than just a psychological term; it’s a lever for marketers to pull when designing a campaign. The human brain is more likely to remember information when it’s encountered repeatedly and through various sensory channels. When you see a TV commercial for a product and later hear a similar radio ad while driving, your brain triggers recall, reinforcing the brand message. Add to that a well-placed Google ad with the same visual themes and slogans, creating a multi-layered, memorable experience for the consumer.
So, how does this translate to conversions? It’s simple. The more frequently and vividly a potential customer remembers your brand, the more likely they will choose your product or service when purchasing. The Google ad serves as a prompt, triggering the memory of the radio jingle or the TV commercial, bringing the consumer one step closer to conversion.
With Messaging, It Has To Be Consistent
Brand Continuity
Maintaining a coherent brand voice across all these channels is critical. Eric says, “Ensuring you have that same messaging [is crucial for brand continuity]”. But what does brand continuity mean, and how can marketers achieve it effectively?
Branding is more than just a logo or a color scheme; it’s the essence of your company. It’s your promise to your consumers and the experience you consistently deliver. “Nice, consistent, cohesive image” should be the goal for any brand across all platforms. Your website, social media, TV and radio ads, and print materials should all project a consistent brand image.
Many brands make the mistake of treating social media as an informal channel where brand guidelines can be relaxed. This couldn’t be further from the truth. “Even things on social media, like your cover image and what you’re talking about, [need to be consistent],” Eric stresses. Each tweet, Instagram post, and story is an opportunity to reinforce your brand’s image and message. Make each touchpoint count by maintaining the same tone, style, and visual elements representing your brand elsewhere.
Every marketing platform has its own set of rules and formats. Instagram is visually driven, Twitter thrives on brevity, LinkedIn is more professional, and so on. “Every platform may be different, the graphic size is different, whether it’s a reel or static image, the message has got to be the same,” Eric underscores the importance of adapting without compromising the brand’s core message. For instance, while you may have to resize a graphic to fit Instagram’s square format or Twitter’s rectangular layout, the colors, fonts, and styles should remain consistent with your brand.
Discover More
Branding your business is not a box to be checked off; it’s an ongoing strategy that requires vigilant attention and regular updating. Every touchpoint with your customer is an opportunity to reinforce your brand message, from your website to social media channels to print and TV advertisements. And as Eric concisely puts it, no matter the platform or format, “the message has got to be the same.”
To hear more from Eric, listen to our entire episode on YouTube or through other podcast listening platforms.
Until Next Time,
Evan and Thaddeus
