Just the other day, a local restaurant dropped off a sample at our office—one chocolate chip cookie. We laughed as we cut it into small pieces so more than one person could try it.
The very next week a pizzeria dropped off a sample at our office, and just like the previous restaurant, they left a single slice. Again, we laughingly cut it into small pieces.
In both of these situations, having only one small sample for an office of people became the main conversation with us, rather than the food. That’s not what these restaurants wanted. Distributing product samples will cost you, but what message is your target audience receiving when you skimp on the sample?
The quality of a marketing or PR tactic, in and of itself, leaves an impression of your brand.
Here’s another example: A company decides media relations would be a good PR tactic for achieving its marketing goals. It works diligently to develop key messages, a strong pitch and media list. But then an inexperienced person who doesn’t have a good handle on the business, the needs of its customers or the media is assigned to making calls to reporters. Journalists know very quickly when someone is just reading a script and doesn’t actually know much about the industry and what is being pitched.
Whether it’s an internal marketing assistant or a public relations agency, the media relations person is representing your brand.
Social media today is an expected channel for businesses to be enhancing visibility, engaging customers and prospects, and growing thought leadership. But if you are not posting and sharing quality content or engaging with the right audience, at the least you are wasting resources and worse you may damage your brand.
Think about this as a metaphor for what your company offers. Rather than dropping off a slice of pizza to every business in an office building, consider serving up a medium sized dish to a limited number of prospects and then do another round of samples in the near future as resources allow. Dish up quality in the content, materials and the people who are promoting your business. Remember, this is your brand.