Market saturation and brand building

Is your company’s brand literally saturating your target markets? Is your company literally everywhere and on the lips of your customers, competitors and suppliers? Do your competition’s sales teams compare to you on sales calls? Well, having been a founder of a franchise company, we had saturated our target markets and yes, our competitors were always comparing themselves to us and that really helped us even more.

I call it saturating your target market with your brand; “The power of presence” and when you have it you will know it and so will everyone else for 100 miles in all directions. How do you get to such a saturation point, as marketers often call it? They even write books about these things.

Well, you get there by carefully leveraging marketing and advertising, promotion and public relations around a simple message and consistent theme. Guess what? It doesn’t cost as much as you might think, and in fact, you may be surprised at how inexpensive it really is when you’ve developed the proper plan of attack in the prep room before mission launch.

Once you reach this saturation point, customers and future customers will love you and your competition will despise and hate you. But that means you’re doing fine. You may even find that the best employees and team members from your competition are trying to cross over and come to work for you. But hey, that’s another topic. Grasshopper patience. Consider this in 2006.