Market Research Are You Known ?

November 12th, 2008 Posted in Marketing

Following on from our 2 previous posts we have decided that Brand awareness is vital, and we all hope that we have it to some degree, but now we should find out if it is at the level that we think it is, most of us will probably be in for a shock. Whilst we know our business is there, it is very often the case that the general public do not know, and the numbers are often quite surprising. The average person going about their daily business travels around their daily route in a fairly blinkered way, they know where they are going, and most of the time are probably in a world of their own, thinking about all the things that they have to do that day. Most of the time is is very likely that these people will travel right past many businesses without even seeing them, and this can happen day after day. Unless you can stand out from the crowd in quite an obvious way, you will need to drive your name and marketing message home, and make the public very aware of your presence, leaflet distribution is ideal for this.

I remember a case a year or so ago, we were asked to help market a high street photographic business in a small town, this business had been trading for about 8 years in the same location, and had a reasonable turnover and customer base, but was never very busy. We decided to check on how many people actually knew that the shop was there, the results were quite shocking. Firstly we stood outside the front door, and asked the passing public if they knew about the photographic shop that they were in front of, many did not, and a fair percentage of these people walked past often. Secondly, we travelled up the high street, and asked people walking along, if they knew if there was a photographic shop anywhere in the town, quite a large percentage did not. This is a prime example of poor Brand Awareness, does this sound familiar ?  Are you tempted to stand outside your door ? Perhaps you should.