Street Sampling Blog

[increasing ROI in a tough economy]

We are hearing from clients that non traditional experiential marketing continues to deliver consumers to the brands often at a lower cost than conventional media.

According to a piece in the Washington Business Journal, trimming one’s advertising budget is hitting a “broad cross-section of categories and industries.”

With current economic conditions, a survey conducted by the Association of National Advertisers reveals that more than 50 of the 100 marketing executives surveyed anticipate slashes to their advertising budgets over the next 6 months. Tough moves in rough times.

And there’s more:

Also, 87 percent of those polled said they are already being challenged with identifying cost savings or reductions with current advertising efforts.

The New York-based Association of National Advertisers conducted the survey this summer, in light of the economic downturn, and asked ANA members if they thought their marketing budgets were going to be reduced.

Fifty-three percent said that they thought their marketing budgets would be reduced by between one percent and 10 percent; 27 percent thought their budgets would be reduced by between 11 and 20 percent; and 10 percent of those surveyed said budget cuts would be over 30 percent.

Never in recent memory has it been as critical as it is in today’s economy to take that advertising budget and s-t-r-e-t-c-h those dollars!

Consider the advantages of offline experiential marketing. With professional event planning, and the right brand ambassadors, companies can get the biggest bang for the marketing dollars.

The key is hiring the right street sampling company for the job.

[ambassadors of branding]

Street Sampling is, of course, an offline business. However, the interaction we like to create on this blog also strives to encompass online ways of using a street-sampling approach.

One of the key ingredients of successful experiential marketing is its brand ambassadors. Brand ambassadors are human beings interacting with the public and branding a particular product to that public.

Branding also is necessary online. Are you old enough to remember, “Where’s the beef?” This type of branding was one of the most successful taglines of a well-known fast food corporation. For years, people remembered that little old lady at the ordering counter.

And, along those lines, here is just a quote from an EzineArticle writer, Christine Macquire

Branding is a demanding and complex process that requires disciplined attention over an extended period of time. Undoubtedly, the logo is a strategically important part of the branding program. The company logo is the most visible and recognizable element of the corporate brand identity. A logo is a primary symbol that identifies organizations throughout the world. The logo is considered the corporate equivalent of a unique signature belonging to one individual. It establishes an initial, prominent corporate presence on every communication piece. It is very important that a company logo creates a greater visual impact and ensures audience recognition. – Excerpt From “Make Your Company Logo The Perfect Brand Ambassador”

With these thoughts in mind, don’t rush to create a website or a blog without giving extensive thought and planning first to that all important “brand ambassador” of your own… your website/blog title and tagline.

Another avenue that online entrepreneurs often overlook is using a street sampling approach offline to promote. It is a perfect complement to your efforts online.

In short, explore your options both online and off when it comes to branding your products.