07/10/2025
It didn’t take long for the videos to go viral. Clips of iphones, golf balls, rake handles and other items that you wouldn’t typically associate with being placed in blender were shared millions of times. This “Will it Blend?” campaign led to increased brand awareness and a boost in sales of Blendtec.
The creative and engaging videos generated significant attention and showed the strength and capabilities of their high-performance blenders. A simple product became a marketing success through an exact plan. Everyone wants to grow their business, but many companies do not have an exact plan - they hope customers will find them. Hope is great, but it is not a business strategy!
An effective growth plan must include advertising. Companies like Apple, Geico, and Coca-Cola have expanded their branding approach for years. Your business can do the same. Branding is remembering. Your plan to help people remember and use your services or buy your products can be simple. Here are four easy ways to get started on your personal program:
Define your brand. Do you know you? Do your customers know you? By defining the exact purpose of your company first, you can decide on the visual elements that best reflect your mission. Answer these questions:
· Why are you in business?
· How do you bring value or benefit to your clients?
· What exactly do you do?
· What describes or defines you?
· Which colors, symbols, logos, or ideals represent you?
· What is your mission statement?
A study published in the Harvard Business Review found that businesses with strong brands outperformed their peers regarding revenue growth and profitability.
Determine your target market. Who are your perfect clients? Reaching homeowners is different than reaching tourists or children. Identify your exact clientele and pursue them in a way that emotionally connects with them. Be precise with your determination. How narrowly can you define your perfect customer? Brainstorm and then describe who buys now and who you want to buy. Determine and be specific with a statement like: "Female local residents with an average household income of over $80,000 and at least two children are my perfect client."
Decide on a platform to reach those exact people. Find a vehicle that positively carries and reinforces your message. The platform to reach moms with two children differs significantly from the platform that effectively markets to teenagers who listen to death-metal music. Effective marketing is more about creating loyal fans than attracting new clients with discounted offers. Your platform isn't singular. Don't put all your ads in one place! Print and digital ads work great together. Consider promotional giveaway items, sponsorship of local events, directional signage, social media posts, and display advertising.
Deliver your brand with a simple message and deliver it with repetition. Long-term exposure creates long-term results. The more touches your brand or logo has upon your target market, the more those customers are apt to think of you when they need you. And use the KISS method – "Keep it Stupid Simple." A catchy slogan or headline describing how you benefit the public is much better than a list of services you offer. The less you include in your advertisement, the more is remembered. It would not work for Baskin Robbins to advertise a list of 31 individual ice cream flavors. It does work for Baskin Robbins to say, "31 flavors."
You’ll discover a complete marketing guide at the end of this book. Use this tool to enhance your company recognition and grow your bottom line.
By Daniel Rendelman as found in the book "Marketing Matters"
