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Daily ad exposure estimates are rising faster than ever, from 1,800 to 3,700 to as high as 4,200 per day. At the same time, daily noting, the term used for occurrences when people actually pay attention to ads, has remained relatively flat, meaning we are becoming better and better at ignoring ads. Spam filters, TIVO/DVRs, Satellite Radio, Pay-per-view TV, pop-up blockers, the list of ad filtering technologies are also rapidly proliferating as consumers seek refuge from the onslaught of advertising.
The world of advertising is changing, and the companies looking to effectively reach potential customers and the companies that support their efforts must reexamine their efforts to ensure they are not 'tuned-out'. No matter how much you spend, if your marketing is more of the same, you will not be able to maximize your Return-On-Marketing-Investment (R.O.M.I.).
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Most sales people find it beneficial if their prospects have some awareness of their company prior to their first meeting, and if this awareness is positive, the likelihood of a sale is boosted significantly. The key is reaching the right prospects with the right message at the right time. This applies if your marketing a B2B or B2C company, it's always about targeting and telling the right story. What makes you different? Why should they care? How appealing is your company to your best prospects? Why should they trust you?
What do these questions have to do with boosting awareness? If you answer them well, the sales will follow.
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Differentiate Yourself from Competitors In order to do this you need to have a clear understanding of who your prospects are and what drives their buying decisions.
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Improve Your Look & Identity Your company identity components serve as the foundation upon which your creative platform is constructed. Your logo, color palette, font styles, photography/imagery and theme-line each influence the perception of your brand. Small companies can look big and big companies can look approachable. The components of your identity package should embody your company values while appealing to the sentiments of your best prospects.
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Develop Trust with Prospects Despite the challenges to getting your message heard in today's marketplace, developing technologies offer hope to companies who understand the growing importance of target marketing, developing trust and brand loyalty. The Internet represents a great equalizer for small businesses and large corporation alike. Relevant and interesting messages transcend geographic borders. Sometimes they even become today's water cooler subjects with free distributions via YouTube, MySpace, or other community networking sites.
In the end, the soundness of the strategy behind these ads is as important as their ability to standout. If you hope to leverage the buzz into sales, then it is even more important to engage prospects in a developing dialogue with your company. As part of each campaign, OTM creates elements that facilitate prospect interactions and capturing their personal information as a trade for items they value.
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Once you have learned who your prospects are, standing out from the clutter is possible with thoughtful and relevant advertising. An effective ad reaches its audience at a certain state of mind by appealing to its emotions. OTM constantly discovers creative ways to grab your audience's attention while maintaining your unique identity.
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