If the prospect doesn’t know about your product, then your product doesn’t exist!!

Let me try to give you an example. You’ve just finished making a movie, with unknown actors, haven’t made any press conferences nor communicated in any magazine or made any interviews. No list of theaters where it’s showing exist just a poster with the title to be shown.

Would you go see this film? Even at a discounted price!?

The purpose of marketing is to make your product visible, likeable and attractive hence increase demand – sometimes by exaggerating certain features and omitting others – but I’m digressing since we’re concerned with visibility. Simon Spies, a Danish provocateur marketing genius once said: “being bad mouthed is better than not being mentioned at all.” Which might be less true in this era of Internet slander, yet it proves a point “people need to hear about you to know you.”

Before talking about the multitude of ways to generate positive mentioning of your products (to bel covered in my next post) some key elements merit our attention. Durability, Cost and impact.

Naturally cost is tied to the durability of your different actions, like running ads or sponsoring. Cost is also linked to impact, since a Superbowl ad cost slightly more than running a web-banner on a news site.

So, when planning your visibility strategy finding the right mix is essential, but not doing anything is not an option if you want to grow your sales.