Every business owner has an end goal for his or her business. Naturally, for many that goal is to GROW. The decision “to go big” or to grow, or can mean different things to different business owners. For some it might mean
- expanding services
- hiring staff and housing them
- growing in physical size (a bigger office, buying commercial space)
Whichever one applies to you, “growing” will most likely mean that your marketing efforts will also be affected. For some, it will mean marketing more and in more varied places. For other business owners it will mean advertising outdoors. For some, it will mean trade shows and special events across the province, or even the country. If that’s the way your business is headed, you may find yourself considering vehicles wraps, tradeshow walls, window decals, or entire programs to hand out (for example, workbooks, teaching materials to give out or sell).
If that’s the bold step you’re taking, consider the following 3 items before you commit to big advertising:
1) “Going big” with your marketing requires detailed, long-term planning.
Make sure you dedicate time to plan out your advertising at least one year in advance. Talk to experts who’ll guide you along. Come up with a marketing plan that makes sense and is realistic.
Here’s where you must you talk to your accountant, business coach or marketing manager. Don’t just forge ahead blindly. Even something as simple as putting up an outdoor lit sign requires permits, electricians and figuring out the best type of lighting. It’s not something that will get done in 3 days. And it must fit in with the rest of your marketing program.
Another thing to bear in mind is that you need to talk to experts who’ll help you figure out exactly what method will work for you. You may have your heart set on a big, shiny billboard on a main road…but research may show that would be a waste of money.
2) “Going big” with your marketing requires time and a hefty budget.
Once you have a basic marketing strategy figured out, set up your budget. Again, “going big” means dollar signs. If you think $3 000 will cover the cost of a year-long advertising program, you are mistaken.
Doing your research in advance will allow you to figure out when to roll out certain items, and in what order. In case I haven’t made it obvious, this kind of upgrade in your marketing shouldn’t be done on a whim, or you may not see a good return on your investment.
3) “Going big” takes longer to manufacture than you think.
These days everyone is used to the lightning-speed of digital design. But let me assure you that creating actual physical signs, booths, banners, etc. takes slightly longer (like, days).
So you think, “no big deal, just a few days to wait.” Well, it is a big deal when you leave it all to the end and try to do everything at once. All you end up with is a tremendous amount of stress. Not just for you, but for the team you’ve hired to create your collateral.
So do yourself a favour, and again-PLAN and schedule items carefully, and hopefully in succession. It will make it easier on your wallet and your sanity.
I hope that’s given you some good realistic tips for your big move. And if you need help designing your items, or just need some feedback, I’m just an email away.