One of the core philosophies we teach clients is marketing saturation.
By this I mean drowning potential customers with your advertisements, promotions, logos, brand etc. In essence, everywhere the client looks, he sees something that reminds him of you.
Since the dawn of time, all research has proven that the more clients are exposed to your product/service/brand, the more chance they will buy from you. So saturation is necessary and acceptable.
It’s not rocket science but, because you are seeking to pursue a relationship as a supplier with potential patrons, you must observe a few relationship rules.
Firstly, saturation is not stalking. If your client feels ambushed or has had his/her privacy invaded, you have over-stepped the mark. Say your prospective client goes to a game of football and sees your ad in the programme or trackside. That’s fine. What isn’t fine is your Head of Sales ambushing the client in the hospitality room after the game.
Secondly, you must do what all big stars do. Have a period away from the limelight. This means that you understand the essential secret of saturation and that is that it is tidal. Saturate for a season then retreat. Give your potential client a bit of time and space to miss you. You can sign off tantalisingly by saying you will be back at some point with a special offer. Just make sure you have one before you promise!
The third thing to remember is be fresh. Keep offering new and exciting things. If you have upgraded your website or other aspect of your business, let folks know about it. Many people like to see progress and growth in other companies and it makes them more keen to do business with a business that’s going places.
And never forget the potency of a good brand or slogan to influence potential new customers.
Saturation is a fabulous tool and must become integral to your company’s approach to marketing. Remember that you can never become too well-known.
The rewards of saturation can be colossal. A great example is Hoover, whose brand name for many years became synonymous with vacuum cleaners and still is among people of a certain age. My father worked for Timex the watch maker and took pride in hearing people entering jewellery stores asking for “a Timex” meaning a watch.
Saturation also has the wonderful effect of drowning out the voices of your competitors and makes clients think of your company when they have a felt need for what you offer by way of services and/or products.
Of course, saturation as a concept is one thing but it has to be implemented across various media and be formulated into an effective marketing mix. This also must take into account things like niche markets and the varied demographics your company targets.
Perhaps the single greatest boon of saturation is the focus it brings you in respect of why you are in business. Peter Drucker famously said that business IS marketing and that everything else is a cost. By concentrating on the “real” business of marketing, you are de-cluttering your life and staying on purpose.
You can grow a business too fast by saturation but the curious thing is that failure to cope with such growth is not caused by having too much business but by mismanaging the logistics.
In other words, you should not fear that saturation will get you too much business but that you are too dumb to cope with it.