Foursquare Tag

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” – Scott Cook, co-founder Intuit

This quote is dead on. Brands indicating to consumers what they are and having them believe it didn’t last for very long at all. Can you imagine how much companies loved the lack of accountability that they enjoyed for a short period? It was the in-between stage when people stopped building front porches, didn’t talk as often to their neighbors, and the Internet was something only nerds messed around with. Man, you could get away with anything! The days of choosing your own cut of steak and your favorite rub was for the most part a thing of the past. Why, because the butcher went out of business because we chose cheap and impersonal. We chose a lineup of thousands of steaks, chicken breasts, and pork chops sitting on top of a piece of styrofoam wrapped in cellophane.

So you’re driving down the road and you hear your business’s commercial on the radio. It makes you feel good. Really good. You know all of your buddies are hearing your ad and saying…hey, she’s made it. I’m not calling you out. I’ve done it myself.

But is it effective?

Radio can be effective for some businesses, particularly businesses with a large advertising budget . However, I find most times a small business doesn’t have the advertising budget to actually make an impact. You have to build a campaign over a long period of time. It’s all about brand awareness.