Four States Small Business Blog

The Traffic Equation and Why Your Location Impacts Your Advertising Needs

Posted by Chad Elliot on April 4, 2017 at 8:30 AM
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location-impacts-business.jpgFor businesses that may be located a bit “off the beaten path” — meaning those that are not in a highly visible, highly trafficked brick-and-mortar location — effective marketing and advertising takes on added importance. To make up for a lack of visibility, and the likely lack of traffic, companies must step up their marketing efforts to create visibility in other ways.

One of the most effective ways to do that is by building brand awareness. Consumers are faced with a deluge of information and advertising on a daily basis. One way they sort through it is by using mental shortcuts that help them make decisions. Brand awareness is one of those mental shortcuts and should be a key component of your marketing strategy. Particularly in situations where there aren’t obvious differences among competitors, brand awareness can be a primary driver of sales.

If you’re a business with a number of established competitors, building brand awareness may require more aggressive marketing that exposes your target audience to your products in multiple ways. Use an identifiable logo and memorable, consistent messaging on one platform, then branch out onto multiple platforms to reach your target audience. Traditional advertising, social media, and public relations should all be part of your marketing mix. Campaign strategies can vary, but the way you present your brand must be consistent, so it is memorable and top of mind when the consumer is making a purchase decision.

Studies of consumers’ buying habits have shown that, when presented with a set of brands that includes one brand with which they are familiar, consumers quickly choose the familiar brand. Even when the choices include other brands they may know, they usually still choose the brand they initially selected. Consumers are less likely to try an unfamiliar brand if their choices include a brand with which they are familiar.

The impact of brand awareness — and the advantage of location in building brand awareness -- is clear. If your business is in a location that is not highly visible to consumers, you can improve brand awareness by increasing your advertising. Some ways to do that include:

  • Choosing advertising channels that reach your target customer
  • Using attention-grabbing creative
  • Increasing frequency of advertising
  • Consistent branding
  • Strategizing with local media partners

It’s difficult to overstate the importance of creating brand awareness, but for a business in a low-trafficked location, building brand awareness can be a challenge.  By developing a strategy that includes both traditional and digital marketing, focusing on your target audience, and increasing the frequency of advertising, companies can overcome the disadvantages of a low-visibility location.

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Topics: Marketing Strategy, Consumer Behavior

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