To be successful in business you need to be visible and happily from this week on a whole new raft of interesting companies, employers, and employees will be making themselves known to readers of the Mayo Advertiser. Once introductions are made, the businesses concerned will showcase their products and services on an ongoing basis, explaining exactly what they have to offer and justifying why their business is the one to choose above competitors.
The process begins in this issue with a series of new advertisements which loyal readers will not fail to notice. This marks step one as readers learn about who is out there doing what. Over time, the storyline will develop with new information emerging about the background of the businesses and the people behind them. The goal is not only to highlight the effectiveness of this newspaper as a marketing tool but also to help the general public become more aware of what exactly is available to them as consumers in their local area.
Becoming a success in business can prove easy at the start as people react positively to new products and services. Once the novelty factor wears off however and the general public grows tired of hearing the same message, businesses can just as quickly collapse and disappear. The secret to preventing such an outcome lies in developing a proper marketing strategy to suit your company's offering. Even if what you are selling provides the perfect solution to one particular problem, there are still multiple ways to present your offering in such a way that it never comes across as boring or repetitive but rather, becomes more and more interesting and relevant over time.
This is not a ruse to fool people into thinking they must have or use something just because it is there, but is more about addressing one of the main stumbling blocks in business — the difficulty of maintaining a presence in people's minds. It is for this reason that branding has become so crucial as a strategy, not only reminding people what you have to offer but also what you stand for. Top brands consequently thrive on their names first off and secondly, their associations — many of which become known as mantras worldwide. For instance, think McDonalds and automatically your subconscious finishes the thought (I'm lovin' it ); Similarly, Tesco (Every little helps ), Audi (Power through technology ), and L'Oreal (You're worth it ).
The icing on the cake is to develop emotional attachment to your brand such that the very mention of its name conjures up feelgood images and sensations for consumers. Any business/brand at this stage of development need only appear as a passing word or image somewhere in your world and, hey presto, the deed is done. Your thoughts are hijacked; your senses awakened. If it's a food brand or association, you may act on impulse and seek out the product immediately. Designer names work more slowly, but just as deliberately. You might not be able to afford the cost right now but the constant reminder of those associations that you too crave personal attachments to become embedded in your desires until sooner or later, you make it possible to claim ownership.
The Mayo Advertiser in its near four-year history has already been instrumental in generating brand awareness for numerous local businesses. As part of the umbrella group of Advertiser newspapers including the Galway, Athlone, Mullingar and Kilkenny editions, businesses can also avail of opportunities to further their reach by delivering their message to a wider audience. At the end of the day it is all about creating familiarity and developing trust between businesses and consumers, so that ultimately, the relationship becomes synonymous with lifestyle and quality of life.
