Where’s the best place to improve your company’s brand recognition in technical marketplaces nowadays? If it’s impressing your own MD that you’re after, I suspect that nothing has changed in the last 25 years: an eyewateringly large stand at WidgetEx, or a double-page spread in the front of Widget World News. The average MD loves this, mixing up ‘image’ with ‘brand’. In fact, for us, brand recognition – more than ever – is about name recognition, and means getting your name in front of prospects again and again. And again.
When it comes to buying cars, or chocolate bars, branding is all about the image which the name conjures up. When it comes to buying blue widgets, it’s all about whether the prospect recognises your name. That’s a very different thing.
I find it hard to believe that anyone would look past Google Search nowadays as the place to increase your name recognition. £25,000 might get you an exhibition stand which would impress your name on some of the small subset of prospects who come to the exhibition. Let’s say you reach 2,000 of the 20,000 prospects out there, with your one hit, which is admittedly a decent sized one.
What if you spent the same money appearing at the top of the page on Google search results? At £2.50 a click and a 1% clickthrough rate, you’d be the first name they see a million times. I suspect that’d be almost all of the 20,000 prospects, an average of 50 times each. There’s no competition. Sure, name recognition is only a secondary aim for the advertising campaign (website traffic and enquiries are the first!), but name recognition is only a secondary aim for an exhibition stand too.
One of our clients – who totally gets this – has had 6.5million advertisement appearances in Google search results, in the UK, in four years, normally right at the top of the page. Their prospect base is in maybe the low 5 figures. They asked from the outset for their company name to be a prominent part of the advert. And if you were in their market, you’d know it well.