By Barry Cohen, special to Overdrive
The Davids of the world will inevitably trump the Goliaths nearly every time. Why? Because they have to. Smaller companies have to make every dollar work. So, these folks have honed their skill in doing just that. Let’s look at a few ways to do this.
There are two sides to every successful marketing campaign— the media and the creative. In order for the media side to work, it must achieve both reach and frequency. For the creative to succeed, it must achieve both brand awareness and brand preference.
How do you out-advertise your competitors, even when you can’t outspend them? First, use media your competitors are not using. Don’t try to go head to head with someone who can bury you. Instead, go to a medium where you can be first, and you can be the dominant player in your product category. New Jersey trucking firm Cargo Logistics went on a radio station with high in-office listenership. When the boss told the secretary to ship it, she called the company.