A local attorney begins his TV commercial with a joke about lawyers. He then describes a common legal problem that is “no laughing matter” and lists all the ways he can help with your serious legal problem. If you’re in a trouble but still need some legal help you may take a look at litigation financing. In another series of TV commercials the bearded, camo-clad owner of a local gun shop points out that “it’s better to have a gun and not need one than to need one and not have one.” The used car dealer stages a “savings circus” complete with wild animals. These are all marketing tactics designed to attract attention.
The classic stages of a sale are Attention, Interest, Desire, and Action. So the first steps in marketing are designed to attract attention and create interest. Each step leads logically to the next. Themed sales are a common way to attract attention and make your business more visible in a crowded marketplace. Displaying attention getters in a prominent position can increase visibility. For example, a used car dealer may prominently display a restored classic car to get potential customers to stop in and buy a more affordable future classic.
Doing market research on existing customers can reveal hidden motivators you can use to increase visibility in your target market. For example, suppose you’re considering sport sponsorship. If your best customers are Hispanic, the local soccer team may be a better sponsorship choice than your local baseball team.
Look for creative attention getting strategies that lead naturally into your business. For example, if BusinessInsurance.org were to offer free quotes, it makes more sense to quote business insurance to its target market of business owners, as opposed to free quotes on homeowner’s insurance. That’s probably why they offer free quotes to business owners and sponsor helpful and entertaining business articles like this one!