The current state of the economy has tightened marketing and advertising budgets. But where do you turn for exposure when traditional methods blow the budget? To ensure that companies don’t fade away from a consumers short lived memory, more and more companies are turning to non-traditional methods such as press releases and sponsorships to get their message out and remain top-of-mind among consumers for an affordable investment.
John McDonald Company, an award-winning custom homebuilder, contacted my agency, Zimmerman Design, earlier this year to help them cost-effectively gain recognition among high-end consumers. Zimmerman Design created a memorable logo and brand reflecting the quality and craftsmanship associated with John McDonald Company’s reputation and established a plan for circulating this new identity within a tight budget.
To achieve the greatest impact, Zimmerman Design needed to think outside the box to cost-effectively accomplish John McDonald Company’s goals. Press releases, golf tournament and theatre sponsorships, high-end promotional items and a top quality DVD sales video with packaging were a great beginning.
Specializing in targeting high-end audiences, Zimmerman Design was aware of the pitfalls that low quality items introduce into a high-end campaign. Only name brand embroidered polo shirts, quality cotton t-shirts and hats were procured. Press release campaigns can cost considerably less than advertising, and editorial coverage is often viewed by customers as more credible, especially among a highly educated, affluent audience. Establishing relationships within a tight knit social community can provide invaluable networking opportunities.
Precious time and valuable resources can be utilized to the fullest through advanced planning and a strategy. Zimmerman Design began working with John McDonald Company in February 2008 to start planning a multifunctional DVD sales video to be utilized as a sales tool, on the website and to engage prospects for the 2009 season. By working closely with the production company and taking advantage of advanced planning Zimmerman Design cut John McDonald Company’s production costs by more than half and produced an outstanding video complete with retail style packaging.
To view the John McDonald Company sales video trailer, visit www.johnmcdonaldco.com
When working within a tight budget it is important to keep Return-On-Investment in mind. A larger investment on certain items can be more cost effective than a small expense when you are able to achieve an exponentially larger return.
Whether you are a small start-up company or a large corporation, press releases, sponsorships and awards recognition are invaluable assets that contribute to the success of a company by establishing credibility and correct positioning in the minds of consumers without breaking the bank. Not all solutions achieve the same results for everyone so build a custom strategy for reaching your individual unique goals.
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