This company has done a great job building their brand equity. For years they have invested a lot of money to keep their name in front of their current and potential customers. And it shows by how well recognized they are in this area.

Do they spend too much on advertising? Do they spend too little?

My answer would be that if they are seeing level of sales they want given advertising budget they have committed to, then they are spending right amount.

You never know for sure. But by committing resources to building awareness and then sticking with it over long haul, this company has developed a huge amount of brand equity which translates to value for their business.

“I sell houses fast”

And you can give them some details to demonstrate how you sell houses faster than anyone else in town (such as statistics and testimonials).

Another example:

If you are a chiropractor and your strength is that you help get rid of back pain AND you help your patients prevent it from coming back, then your target market might be people with chronic back pain who want it to stop - forever. Your message might be:

“We get rid of back pain now and prevent it from coming back later.”

Your message derives directly from your strengths and your target market. The three work together naturally and simply.

You can have more than one message. Each marketing focus (based on a product or service, a target market and a strength) should have its own message.

Tip: to start, just work on one message. Then as you develop a system that works, add others to your new marketing system. Don’t overwhelm yourself right away by trying to do too much.

4. Deliver your message as often as your budget allows.

Now you have to find and purchase appropriate delivery vehicles (or media) for your marketing messages.

This is easy. There are three things to remember as you plan how to deliver your message:

1.Set a budget for project. 2.Get most exposure possible for that budget. 3.Focus your exposure on your target group.

Unless your budget is unlimited, you need to choose delivery vehicles that focus your message.

For example, if you have a retail store and you know 90% of your customers live within 2 miles of your store, then you might focus your message delivery on people who live within 2 miles of your store. This gives you ability to repeat your message to them multiple times so power of repetition starts to work for you.

There are many ways to deliver your message: advertising, direct mail, networking, phone calls or personal visits. Some less direct ways might be to teach classes or offer seminars on topics that relate to your product or service. Other ways might be to sponsor local events or offer informational sessions about what you do.

Try to achieve a balanced mix of media when delivering your message. This increases awareness of your business and multiplies impact of your message.