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Growing Your Business with Brand Awareness
Episode 46th September 2021 • Close The Loop • CallSource
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Kevin Dieny:

Hello, welcome to the Close The Loop podcast.

Kevin Dieny:

I am joined by two wonderful hosts.

Kevin Dieny:

And we are going to be talking about growing your business with

Kevin Dieny:

brand awareness, which I have to be a totally honest, it's a little

Kevin Dieny:

bit of an interesting topic.

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It's usually one, a lot of brands and small businesses stay away from.

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The idea of brand awareness seems kind of hokey.

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So we'll try to un-hokey it for you to try to properly set the stage for why

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there's importance around brand awareness.

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And I think the easiest way to define this one is that brand awareness is

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basically to just the decision set.

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It's, are you in the minds of people looking for the services that you

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offer or products that you offer?

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Are they thinking about you, or are they aware of you, or do they have

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some perception that even you exist?

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Are you find-able by people who are looking for what you offer.

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And that is essentially the basics of the brand awareness,

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that we're talking about here.

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It may seem like, oh yeah, if you Google my business name, I show up.

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That's not exactly what we're talking about because we're talking about

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people who don't know you yet exist.

Kevin Dieny:

Right?

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And there's different degrees to that.

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There might even be people who don't yet know they have a problem,

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that you may want to be on the forefront of communicating to them.

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So brand awareness is a wide spectrum.

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Being on the side of a customer...

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a customer is not going to buy five water heaters.

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They're not going to go to three different dentists right away.

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They're going to have usually one business offering them

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the help of the one solution.

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So that's why it's in critically important to be in that decision set

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so that when they do decide they're going to move forward with solving

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their problem, whenever it is that you're the business they go to.

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So that's the value spot of looking at it from the customer's perspective, why it's

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important to be in their decision set.

Kevin Dieny:

So we want to talk about how to be more successful in brand awareness.

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And I want to introduce our first host and that's Ronn Burner.

Kevin Dieny:

He's an independent marketing strategy consultant.

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He applies his marketing MBA with his marketing automation experience to

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help organizations design, execute and measure their marketing strategies

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when he is not designing programs.

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Ronn's time is spent as an avid sports and fitness fanatic, and can be spotted

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with his 11 year old son at Disneyland on any given weekend, literally.

Kevin Dieny:

Welcome Ronn!

Ronn Burner:

Thanks, Kevin.

Ronn Burner:

Good to be with you again Matt.

Matt Widmyer:

Likewise.

Kevin Dieny:

And Matt, our other host, he is the sales development

Kevin Dieny:

manager here at CallSource.

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He oversees the ever-growing sales development division while working

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as liaison between the marketing and sales departments, whether it is an

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individual or team operational gap, he'll roll up his sleeves and go to work.

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He's a problem solver.

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He's a mentor and he is a coach all rolled into one.

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Matt has a wife and daughter and loves all things outdoors.

Kevin Dieny:

So, welcome Matt!

Matt Widmyer:

Yeah, thanks for having me back, good to see you guys again.

Kevin Dieny:

All right.

Kevin Dieny:

First question in the brand awareness topic, I want to ask, why is brand

Kevin Dieny:

awareness so difficult, maybe so difficult to get and difficult to solve for?

Kevin Dieny:

So, Ronn, what did you think about why brand awareness is so difficult?

Ronn Burner:

It's difficult because of competition, I guess it would

Ronn Burner:

be the first thing that comes to mind because brand awareness...

Ronn Burner:

Is you laid it out pretty clearly at the beginning.

Ronn Burner:

I simplify it and I just think of it in terms of name anything: a shoe,

Ronn Burner:

coffee, shirt, anything that you want, what is the first thing that

Ronn Burner:

comes to mind off instantaneously?

Ronn Burner:

When we say coffee, some sort of coffee pops into our head.

Ronn Burner:

Starbucks, there's certainly competition.

Ronn Burner:

But, the idea of brand awareness in my mind is everybody talks about the buying

Ronn Burner:

process, the customer journey in those things, the very first step, it really is

Ronn Burner:

brand awareness because if they don't know who you are, you're already off the list.

Ronn Burner:

You can't make that sale.

Ronn Burner:

If they don't know how to find you, who you are, or to even look at you.

Ronn Burner:

And if you're not on, on the short list, if there's multiple, if you're

Ronn Burner:

not on the shortlist, the chances of traffic, the chances of revenue, the

Ronn Burner:

chances of conversions is just diminished severely because even if they are doing

Ronn Burner:

their own homework, they're going to do their homework on their shortlist.

Ronn Burner:

So you don't really ever enter the buying process for them.

Ronn Burner:

So that is an obstacle, acute obstacle that you want to overcome.

Ronn Burner:

And, it takes time and it takes effort, and that's why you see things like, I'm

Ronn Burner:

just spit balling here, but it's something like a Red Bull when Red Bull and all

Ronn Burner:

these energy drinks first came out.

Ronn Burner:

Do you remember, or you may have seen advertisements everywhere you

Ronn Burner:

can possibly see and even vehicles driving by and giving it away for free.

Ronn Burner:

They're just handing it to anybody that will take it.

Ronn Burner:

You can do it with water, Dasani waters were doing was doing that as well.

Ronn Burner:

And the idea is they're giving it away and they're giving it away.

Ronn Burner:

Obviously they say, I think the quality is good and they

Ronn Burner:

think you're going to like it.

Ronn Burner:

But the main reason they're just flat out and giving it to everybody in the

Ronn Burner:

world that they can, that is willing to stick their hand out and take it

Ronn Burner:

is because that's their advertising.

Ronn Burner:

And that's how they're getting their name recognition and their

Ronn Burner:

brand recognition out there.

Ronn Burner:

When you talked to your friends and everybody's talking about

Ronn Burner:

this new product, that it was that good, they're giving it away.

Ronn Burner:

They're giving it away.

Ronn Burner:

They're giving it away.

Ronn Burner:

You can't even remember the name.

Ronn Burner:

And then eventually you start to remember the name of it, and then it starts

Ronn Burner:

to be etched in your thought process.

Ronn Burner:

And that's really the game.

Kevin Dieny:

Yeah I think about different products, and I think

Kevin Dieny:

about them in a segmented way.

Kevin Dieny:

I think there's the luxury or the higher end, maybe the higher priced product.

Kevin Dieny:

There might also be in the same range, like the higher quality product.

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There could be a more niche product.

Kevin Dieny:

Everyone makes sunglasses, there's lots of companies that make them, but they're

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in their sunglasses made specifically for using computers now, there's

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sunglasses or stuff that changes the tint.

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There's some that have the different focal lenses within them, so you can

Kevin Dieny:

read with them maybe one in one frame.

Kevin Dieny:

There's a diverse range within a single product set.

Kevin Dieny:

And within let's call it like a niche, a lot of businesses sit.

Kevin Dieny:

Even in the medical profession, there's pediatrics, right?

Kevin Dieny:

And that's specifically for young kids and families and things like

Kevin Dieny:

that, it could be a family doctor that handles the whole family.

Kevin Dieny:

There could be geriatrics.

Kevin Dieny:

That's a little bit more on the older side.

Kevin Dieny:

So every single product and offering service has a niche.

Kevin Dieny:

So when Ronn was saying, which I liked, "Think of coffee."

Kevin Dieny:

Probably just elucidated ooh, I need coffee right now, or a

Kevin Dieny:

brand or something came to mind.

Kevin Dieny:

But if I said, okay, well, what's the coffee that you can get under a dollar

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that you actually like, probably a different thing may come up or what's

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the best coffee that has a caramel or something in it, or what's the

Kevin Dieny:

closest to your house that may even be an, a part of the decision set.

Kevin Dieny:

Right?

Kevin Dieny:

It might be too far to think of these shops and stores and businesses

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that are too far away from you.

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You're not even going to bother going to so that all plays a part in it.

Kevin Dieny:

The second thing that I thought was really interesting about

Kevin Dieny:

what you said Ronn was Red Bull.

Kevin Dieny:

They are fanatically known for creating a brand persona, a feeling

Kevin Dieny:

attached to their brand and that's come from their advertisements the

Kevin Dieny:

way they do a little bit of guerilla marketing like you show you showcased.

Kevin Dieny:

The feeling people get when they think of the brand.

Kevin Dieny:

That's another component of it, but that's a lot harder.

Kevin Dieny:

I think that requires a little bit more influence to get to, but as he's

Kevin Dieny:

tackling, why is brand awareness so hard?

Kevin Dieny:

I think he really well laid it out.

Kevin Dieny:

So, Matt, I want to bring you to the next question, what does brand awareness

Kevin Dieny:

look like for a small business?

Matt Widmyer:

Yeah.

Matt Widmyer:

I think that, most people have a list of either things they buy

Matt Widmyer:

or services they need either for themselves or their business.

Matt Widmyer:

So brand awareness from that perspective is like, okay, these

Matt Widmyer:

are the people who do blank.

Matt Widmyer:

Most people have their preferred vendors or preferred

Matt Widmyer:

businesses that they work with.

Matt Widmyer:

And if you're anything like me, you have your backup list too, in case something

Matt Widmyer:

goes terribly wrong with one of them.

Matt Widmyer:

We do that here too, right?

Matt Widmyer:

We're always vetting technology and some of the things we do here is

Matt Widmyer:

we have to know if, especially if it's a giant system or something,

Matt Widmyer:

that's gonna take a lot of work.

Matt Widmyer:

If it's a CRM or a marketing automation platform.

Matt Widmyer:

First step is always knowing, okay, who's a player in the game and what

Matt Widmyer:

is the competitive advantage that one company has over the other?

Matt Widmyer:

And then it usually at the, towards the end, it usually comes down to price.

Matt Widmyer:

Who is a player in the game and the selection method obviously

Matt Widmyer:

depends on so many different variables, like budget and stuff like

Matt Widmyer:

that ? So that's, I think that's the question I'm always thinking about.

Matt Widmyer:

It's like, these are the people who do blank and then do we need blank?

Matt Widmyer:

Okay, cool.

Matt Widmyer:

Let's talk to these people.

Matt Widmyer:

It's what we're solving for here.

Kevin Dieny:

Yeah, what you're describing, I think is something in school that

Kevin Dieny:

I've heard a thousand times now.

Kevin Dieny:

It's called your competitive advantage.

Kevin Dieny:

It's basically what is the one unique thing that you can offer that other

Kevin Dieny:

businesses maybe don't offer the same way or where you stand out and

Kevin Dieny:

standing out is really the point?

Kevin Dieny:

You don't have to necessarily be the best.

Kevin Dieny:

You just have to be the best in the eyes of whoever's deciding

Kevin Dieny:

what they're going to do.

Kevin Dieny:

Right?

Kevin Dieny:

So how you communicate that it gets down to some really interesting

Kevin Dieny:

ways of communicating, of messaging, and creating content.

Kevin Dieny:

I'll let Ronn go into that a little bit.

Kevin Dieny:

What areas in marketing, are areas of brand or topics of brand awareness found?

Kevin Dieny:

Where are brands putting their messaging to get themselves

Kevin Dieny:

out there the most effectively?

Kevin Dieny:

What do you think Ronn?

Ronn Burner:

Well, I say everywhere because I believe all the messaging

Ronn Burner:

should be in unison across every channel that you offer.

Ronn Burner:

That's your media mix.

Ronn Burner:

That's your integrated marketing plan.

Ronn Burner:

To your point though, I do agree.

Ronn Burner:

The brand awareness is what you're known for or what you want to be known for.

Ronn Burner:

And what that means is, continuously pitch that.

Ronn Burner:

Include that in your mission statement.

Ronn Burner:

This is what we do, great.

Ronn Burner:

And there's countless examples of it.

Ronn Burner:

When there's taglines that you see for larger organizations.

Ronn Burner:

They started small with whatever messaging they had that tried to differentiate

Ronn Burner:

themselves from the competition.

Ronn Burner:

And that's key.

Ronn Burner:

It's not about being better.

Ronn Burner:

It's about being different because something that always comes to

Ronn Burner:

mind in this conversation is bounty the quicker picker-upper.

Ronn Burner:

Okay.

Ronn Burner:

So if you're in the paper towel business, you don't want to be the

Ronn Burner:

quicker-er picker upper, change the narrative, change the story.

Ronn Burner:

We are in competition with a well-known brand.

Ronn Burner:

So how do we differentiate ourselves from them?

Ronn Burner:

They're the quicker picker up for?

Ronn Burner:

Okay.

Ronn Burner:

So we are the durable brand, and we were better at cleaning

Ronn Burner:

car windows, cleaning glass.

Ronn Burner:

We're better at cleaning things up that doesn't tear some, whatever

Ronn Burner:

the message is, the idea is you don't want to follow suit with

Ronn Burner:

something that's already out there.

Ronn Burner:

You need to establish your own identity.

Ronn Burner:

And that's really, really key.

Ronn Burner:

And it goes back to what you're known for.

Ronn Burner:

So say it in your mark.

Ronn Burner:

If there's a tagline, it's usually something that on your website.

Ronn Burner:

There's something under your title, under the name or just a headline.

Ronn Burner:

That's one place that you see it, which that can be incorporated within emails.

Ronn Burner:

It could be at the end of an email, almost like a little signature thing.

Ronn Burner:

And then nowadays with a hashtag with your social media messaging when you have some

Ronn Burner:

sort of initiative or promotion going on.

Ronn Burner:

No matter what it is, you're talking about, you have that signature

Ronn Burner:

tagline, you have that thing that identifies you and specifically you.

Ronn Burner:

Kind of the way I would approach it.

Kevin Dieny:

Yeah, it's hard to get your messaging everywhere.

Kevin Dieny:

A lot of formats, and a lot of things are difficult, especially for someone

Kevin Dieny:

who doesn't know who you are yet.

Kevin Dieny:

There's definitely certain channels, I would say that someone looking, like

Kevin Dieny:

so the water heater blows someone who doesn't know how to fix that may just

Kevin Dieny:

type in "My water heater is leaking."

Kevin Dieny:

How was they gonna go from that to finding, "Bob's Plumbing

Kevin Dieny:

Service" or something like that.

Kevin Dieny:

How does that make that jump?

Kevin Dieny:

That leap that connection.

Kevin Dieny:

When I talk about searching online, we're talking about SEO a little bit.

Kevin Dieny:

We're talking about, finding you organically, a local search is also

Kevin Dieny:

going to be scoped a little differently than, a national or global search.

Kevin Dieny:

So all of these layers have different...

Kevin Dieny:

let's call them like channels, mediums, places, positions, things

Kevin Dieny:

like that, that your brand needs to be able to be found there.

Kevin Dieny:

And so that you can position your brand, your messaging.

Kevin Dieny:

We offer something here called vanity phone numbers, which have your phone

Kevin Dieny:

numbers brand, literally in the number, it spells out your brand.

Kevin Dieny:

So things like that can be found if all that's listed, there is a phone number.

Kevin Dieny:

So Matt, what do you think are good places for a business to think about

Kevin Dieny:

positioning themselves so people can find them who've never heard of them?

Matt Widmyer:

Yeah, I think you have to look at who would the

Matt Widmyer:

audience you're trying to grab.

Matt Widmyer:

Right?

Matt Widmyer:

If you're trying to get a younger generation into something it's

Matt Widmyer:

going to be electronically.

Matt Widmyer:

They aren't going to be picking up the newspaper, looking at your ad.

Matt Widmyer:

So it's going to be a little bit different.

Matt Widmyer:

So it would depend highly on the audience you're trying to attract but

Matt Widmyer:

like you just mentioned vanity numbers.

Matt Widmyer:

Great example, if you live in an area where radio's really big you almost

Matt Widmyer:

need a vanity number to have, on the radio program or on a TV program.

Matt Widmyer:

Preferably in tandem with a little jingle where if you're wanting a new car

Matt Widmyer:

insurance or something like that, you know what number you're dialing without even

Matt Widmyer:

having to think about it or write it down.

Matt Widmyer:

Some of these commercials I go to sleep thinking about some of these songs.

Matt Widmyer:

There's no way I'm not going to remember that when it comes time for

Matt Widmyer:

me to, actually pick up the phone and dial one of these companies.

Matt Widmyer:

But I think a lot of it is very dependent, especially social media

Matt Widmyer:

now with the younger generation.

Matt Widmyer:

It went from being an optional thing to almost like a must have.

Matt Widmyer:

If you're trying to attract a younger crowd but with the older generation

Matt Widmyer:

they do pick up the newspapers.

Matt Widmyer:

Really rural areas, newspapers are still a very large thing.

Matt Widmyer:

In terms of what eggs to put in, what baskets is knowing your audience first

Matt Widmyer:

and then addressing, the advertising through the audience and then

Matt Widmyer:

tailoring it to that specific group.

Kevin Dieny:

Okay.

Kevin Dieny:

So we just talked about how customers or potential customers who know they

Kevin Dieny:

have this problem start searching and then finding you and start remembering,

Kevin Dieny:

oh yeah, I heard this jingle on the radio or, oh, I saw this TV commercial.

Kevin Dieny:

That's someone who's got a problem, they know what they need to solve

Kevin Dieny:

it, and they connect the dots.

Kevin Dieny:

Right?

Kevin Dieny:

So that's where brand awareness is at its strongest.

Kevin Dieny:

They are maybe one step away from just picking you right off the bat.

Kevin Dieny:

So let's go two steps away for a second here.

Kevin Dieny:

Let's go to someone who, is trying to understand that they have a problem.

Kevin Dieny:

They may have a goal, like, oh, I want to upgrade my yard, but I don't

Kevin Dieny:

know that there's a machine that will help me do that, or there's a

Kevin Dieny:

service that will help me do that.

Kevin Dieny:

So that's a little bit further away.

Kevin Dieny:

At that distance of someone not even knowing the problem they have.

Kevin Dieny:

So Ronn how does a brand do preemptive brand awareness before someone

Kevin Dieny:

realizes they've got a problem?

Ronn Burner:

Um, Google ads, you have to get in front of them any way that you can.

Ronn Burner:

So previously I had mentioned the channels that she would use.

Ronn Burner:

Just speaking in terms of marketing channels, you would utilize that

Ronn Burner:

messaging within all of your marketing channels externally.

Ronn Burner:

Now it's the, we're speaking to the media mix.

Ronn Burner:

Where can you be found?

Ronn Burner:

So like Matt said radio is, especially living in Southern California,

Ronn Burner:

we are in our cars way too often.

Ronn Burner:

So even if you're close, it's still a commute.

Ronn Burner:

And the commute of finding and hearing things comes across the radio constantly.

Ronn Burner:

And that is a great media location.

Ronn Burner:

The ads that are specific to like local areas and smaller areas work

Ronn Burner:

with things of like penny saver.

Ronn Burner:

Where they're coming to your inbox, to your mailbox.

Ronn Burner:

Both hard copies and email copies.

Ronn Burner:

So you're receiving it and you're hearing about it.

Ronn Burner:

When it comes to specifics, like preemptive, getting ahead

Ronn Burner:

of things, that's much more challenging, but you at least have

Ronn Burner:

to hit the 30,000 foot view of it.

Ronn Burner:

So if you're speaking specifically to leaks, then all the leaks are different.

Ronn Burner:

There could be plumbing leak, there could be neighbor leaks, anything can

Ronn Burner:

leak, I suppose, if they're fluid.

Ronn Burner:

Outside of that, key words in Google analytics for the word "Leak" things

Ronn Burner:

that are not Google analytics, but Google ad words, which is Google ads nowadays.

Ronn Burner:

That is a key word indicator that certainly you're going to have

Ronn Burner:

these in your blog, on your website.

Ronn Burner:

So those are how you're going to be found organically.

Ronn Burner:

Outside of that, if you want to have the pay-per-click or the different

Ronn Burner:

kinds of ad strategies, you just want us to incorporate as many very

Ronn Burner:

preemptive possibilities that you could think of that would tie ultimately

Ronn Burner:

back to you being the solution.

Kevin Dieny:

Yeah, that's really good.

Kevin Dieny:

You've also got me thinking about word of mouth.

Kevin Dieny:

One thing that some businesses struggle with and it's really

Kevin Dieny:

common is understanding exactly what channels or what the flow of

Kevin Dieny:

visitors, customers to my business?

Kevin Dieny:

I would almost say misconception, to say, oh, all my business

Kevin Dieny:

comes from word of mouth.

Kevin Dieny:

That could definitely justifiably be the case, but it's oftentimes

Kevin Dieny:

a lot more intricate than that.

Kevin Dieny:

Very few people take one person's word and just move on that, it does

Kevin Dieny:

happen, but sometimes there's a lot more research being done, like, okay,

Kevin Dieny:

is their a situation the same as mine?

Kevin Dieny:

Is this person, or is this business local enough to me?

Kevin Dieny:

Or is, was this problem that they had similar to mine?

Kevin Dieny:

How much the person trusts another person is going to be a part of that too.

Kevin Dieny:

So when it comes to the word of mouth component, how does that

Kevin Dieny:

factor into brand awareness?

Kevin Dieny:

Matt, what do you think?

Matt Widmyer:

Yeah, factors into it quite a bit.

Matt Widmyer:

And we see word of mouth basically in the form of online reviews.

Matt Widmyer:

Right.

Matt Widmyer:

Let's something else we help smaller businesses out with here is your online

Matt Widmyer:

reputation, in terms of numbers, reviews, and the reviews that do come in are

Matt Widmyer:

hopefully the ones from happy customers.

Matt Widmyer:

So if you're not going to believe one person, if you have 500 people leaving

Matt Widmyer:

positive reviews or the consensus is generally a very high score, it's

Matt Widmyer:

probably a pretty safe bet to utilize whatever service or product that is.

Matt Widmyer:

The more people that have something positive to say about a business

Matt Widmyer:

the more likely that business is going to get selected when it comes

Matt Widmyer:

to the decision-making process.

Matt Widmyer:

Word of mouth is huge whether it's a leak or someone who's dealt with

Matt Widmyer:

a similar situation in the past.

Matt Widmyer:

You can have a buddy over at your house and your pipe blows up.

Matt Widmyer:

Hey, I called this company last time.

Matt Widmyer:

So that's huge right?

Matt Widmyer:

Especially if it's someone that's used a similar service.

Matt Widmyer:

If you're going to the preemptive side of things, everybody eats food, right?

Matt Widmyer:

So if your buddy comes up and tells you, Hey, this Mexican

Matt Widmyer:

place by my house is really good.

Matt Widmyer:

You might decide to eat there for one of your meals, that would

Matt Widmyer:

be the preemptive side of things in the decision-making process.

Matt Widmyer:

It's huge because it's coming from a credible person.

Matt Widmyer:

In order for somebody to raise their hand and say, Hey, you should think

Matt Widmyer:

about selecting this business, they obviously have to do a really good job,

Matt Widmyer:

in whatever it is they do, because if they don't, it could be the opposite.

Matt Widmyer:

It could be say, Hey, stay away from this business because they suck or they're not

Matt Widmyer:

very good or either Mexican food tastes like taco bell or something like that.

Matt Widmyer:

There's both sides of it too, right?

Kevin Dieny:

I like that idea.

Kevin Dieny:

And it's something that I wanted to actually bring from that to Ronn was.

Kevin Dieny:

When a business, is in let's call it the unfortunate position of being

Kevin Dieny:

surrounded by a lot of competitors, maybe even big, like spending lots

Kevin Dieny:

of money, something like that.

Kevin Dieny:

A small business may feel like, man, what can I do about brand awareness.

Kevin Dieny:

There's huge competitors for this.

Kevin Dieny:

Let's say there's a company launching a soda and they're

Kevin Dieny:

like, Pepsi and Coke are huge.

Kevin Dieny:

What chance do I stand against these behemoths?

Kevin Dieny:

So you talked a little bit about this with differentiation earlier, but I

Kevin Dieny:

thought it would be a good way for you to talk about a business, finding its niche

Kevin Dieny:

and being able to differentiate itself.

Kevin Dieny:

So if you could talk a little bit more on, on how a business may smaller

Kevin Dieny:

business may come into a very competitive field and stand out enough to do well?

Ronn Burner:

Well, you need to identify who you are and what

Ronn Burner:

message you're trying to get out.

Ronn Burner:

I said is know who you are, know what you do, and really

Ronn Burner:

hammer that home and do that.

Ronn Burner:

Drive it home.

Ronn Burner:

The beauty of a small organization is the intimacy that's involved.

Ronn Burner:

Larger corporation is just no matter how hard they try, there's

Ronn Burner:

typically just a lack of that.

Ronn Burner:

And that is exactly where the small business benefits.

Ronn Burner:

Brand awareness on the word of mouth mama and Papa shops is.

Ronn Burner:

It's interesting because brand awareness is usually intricated with something much

Ronn Burner:

larger because it has to be top of mind.

Ronn Burner:

So when it's a mom and pop shop, small business, it's usually such a local thing.

Ronn Burner:

Something that comes to mind when I think of that is so in California,

Ronn Burner:

the competition is immense.

Ronn Burner:

Like you were just saying, and well, good reviews and or bad reviews, a bad review.

Ronn Burner:

I went to college in the Midwest and I'm from the Midwest.

Ronn Burner:

A bad review in a small town, in a small place, like I went to college in North

Ronn Burner:

Dakota it actually has a tremendous negative impact on the organization

Ronn Burner:

because they've the quality of work is down and that small community,

Ronn Burner:

when you get a bad reputation, you're just not getting into business.

Ronn Burner:

So a good, a positive review, there goes a long way.

Ronn Burner:

And in a big city like California, like LA, nobody trusts anything

Ronn Burner:

because they don't know the quality because the competition is so immense.

Ronn Burner:

So when you get a good review in a place like LA, you're like.

Ronn Burner:

If this is coming from them, I'm going to go there.

Ronn Burner:

I don't need to worry about going to do all the research and all of this because

Ronn Burner:

I'm just happy to, and I had no somebody that was happy with their service.

Ronn Burner:

The beauty of the small business is just absolutely

Ronn Burner:

hands-on care for your customer.

Ronn Burner:

Build that relationship, have that rapport.

Ronn Burner:

That's why you often see small businesses giving free cookies or

Ronn Burner:

free soda or offering free coffees in the lobby or at the reception.

Ronn Burner:

They're very good about making you feel welcome and making you

Ronn Burner:

feel that you can trust them.

Ronn Burner:

And then of course, when they turn around and provide the service or product or

Ronn Burner:

give you happiness to solve your problem or give you what you're looking for.

Ronn Burner:

Now that's where loyalty comes in.

Ronn Burner:

Now, next time that presents itself, you know exactly where you're going

Ronn Burner:

and exactly who you're going to call.

Ronn Burner:

And of course that loyalty is where word of mouth comes in because now you're

Ronn Burner:

telling everybody how good that was.

Ronn Burner:

It's on a much smaller scale of brand awareness in my mind, but it's still

Ronn Burner:

absolutely part of the same pie.

Kevin Dieny:

I really liked that.

Kevin Dieny:

I think the next question I have right off the bat of that, Ronn

Kevin Dieny:

is how does a business quickly establish brand awareness then?

Kevin Dieny:

So, lets throw it right back to you.

Ronn Burner:

First and foremost, you have a high quality work and you do whatever it

Ronn Burner:

is that you do, you do at a high quality.

Ronn Burner:

And you do it immediately with, that rapport, that building like you're,

Ronn Burner:

it's almost over the top, I guess.

Ronn Burner:

You're so...

Ronn Burner:

kind and so nice and so personable, and it's an intimate,

Ronn Burner:

it fits an intimacy business.

Ronn Burner:

Meaning there's a lot of conversation that's taking place between two people,

Ronn Burner:

rather than going online and pushing a button and ordering something.

Ronn Burner:

So the brand awareness, it's a messaging and the consistency with that.

Ronn Burner:

So I do think it's, I do think small businesses need to know who

Ronn Burner:

they are and who they want to be.

Ronn Burner:

And I really do think taglines...

Ronn Burner:

may sound hokey and may sound cheesy.

Ronn Burner:

But the thing of that starts with a mission statement when

Ronn Burner:

you're writing your plan.

Ronn Burner:

And then it goes into a tagline, which is continuing that, which is

Ronn Burner:

encompassing your core beliefs, your values, your pillars of success.

Ronn Burner:

So that's what you're going to come up with when you're just coming up with

Ronn Burner:

your marketing plan and your strategy and your business proposition, then

Ronn Burner:

you're going to have that somehow all incorporated into a tagline.

Ronn Burner:

And then you're backing that up with your performance and with how you

Ronn Burner:

behave, and how you consistently are acting towards that pillar.

Kevin Dieny:

The essential thing that you're outlining is that businesses need

Kevin Dieny:

to know that they can, and do have an impact on changing their awareness, their

Kevin Dieny:

brand, how their brand is perceived.

Kevin Dieny:

Creating a business doesn't necessarily mean everyone's going

Kevin Dieny:

to know about you and who you are and come flocking to your business.

Kevin Dieny:

And so it's a little bit of a misconception to think that, you

Kevin Dieny:

don't need any form of marketing or sales when you start out.

Kevin Dieny:

And I think every business owner, entrepreneur usually finds

Kevin Dieny:

themselves putting on pretty big sales shoes at first, doing a lot

Kevin Dieny:

of that leg work, and then moving into a little bit more marketing

Kevin Dieny:

and getting themselves out there.

Kevin Dieny:

Just like you described Ronn, they're going above and beyond to make sure

Kevin Dieny:

that their business has a good chance of succeeding is what helps them succeed.

Kevin Dieny:

A lot of businesses fail in the first couple of years, but if they

Kevin Dieny:

get out of that, that cycle the first couple of years, then they

Kevin Dieny:

really need to be thinking, okay, my business is surviving now.

Kevin Dieny:

Now I need it to survive longer.

Kevin Dieny:

I can't be doing crazy hours at work.

Kevin Dieny:

I need to be able to have somebody else do this or put

Kevin Dieny:

this off my plate a little bit.

Kevin Dieny:

So Matt, knowing that a business can change its brand awareness and that

Kevin Dieny:

maybe that's something new to somebody.

Kevin Dieny:

How hard or how easy do you think it is to influence brand awareness?

Matt Widmyer:

I don't think it's ever an easy thing to do in general,

Matt Widmyer:

it's not going to be an easy thing...

Matt Widmyer:

it's not a small task.

Matt Widmyer:

It's going to be a larger thing.

Matt Widmyer:

We talked about word of mouth.

Matt Widmyer:

I think that the weekly mailers a great idea.

Matt Widmyer:

While we're talking about this, I'm almost thinking like I should stop throwing those

Matt Widmyer:

money mailers or whatever away, because it could be my emergency kit in case a

Matt Widmyer:

pipe ever burst or something in my house.

Matt Widmyer:

So I think that, there's usually coupons in there, but it's not

Matt Widmyer:

even really about the coupons.

Matt Widmyer:

It's more of like a, "Hey, this is what we do."

Matt Widmyer:

The thing to take away is if your services are consistent and related to each other,

Matt Widmyer:

in other words, you don't want to miss the opportunity to work with somebody because

Matt Widmyer:

they think you only do roofing surfaces.

Matt Widmyer:

So you get somebody else to do the siding and landscaping everything else.

Matt Widmyer:

When this company A actually took care of all of it, and they would

Matt Widmyer:

have given you like a package discount or something like that, too.

Matt Widmyer:

So I think by doing, too many things that are vastly different, you can almost

Matt Widmyer:

confuse the message that you're trying to give your perspective customers.

Matt Widmyer:

So I think being on the same page, a lot of this stuff can be explained on your

Matt Widmyer:

website or whatever marketing you're doing, but I think consistency within the

Matt Widmyer:

brand and conformity of related products or services helps make that message a

Matt Widmyer:

little bit easier for prospective buyers.

Kevin Dieny:

Yeah, I think we've touched on two really important things

Kevin Dieny:

here in talking about this topic.

Kevin Dieny:

The first one is that your brand can only be successful, can only make a

Kevin Dieny:

sale, can only gain a customer, if the customer knows that you exist.

Kevin Dieny:

If your service, your offering is in their decision set, meaning when

Kevin Dieny:

they're making that decision to call or to buy, or even to look up something.

Kevin Dieny:

If you're able to be found by them when they may first be planning out a goal.

Kevin Dieny:

Like, I want to create a backyard when they actually go to, okay, I need my yard

Kevin Dieny:

plumbed or leveled or to the point where they're like, okay, I have something

Kevin Dieny:

I've been trying to do it myself.

Kevin Dieny:

I need help doing this at any point along that journey.

Kevin Dieny:

Are you able to be found by your prospects, by your leads,

Kevin Dieny:

by their future customers?

Kevin Dieny:

And that is important to consider, like Ronn said, the locale, the environment,

Kevin Dieny:

the audience, who you're dealing with are they the type that are going to get

Kevin Dieny:

five quotes before they make a decision?

Kevin Dieny:

Or is this a neighborhood and an environment where they take someone's

Kevin Dieny:

word and word of mouth to heart?

Kevin Dieny:

Are they going to be looking up, searching for reviews online before

Kevin Dieny:

they try out a restaurant, is this, that kind of neighborhood is that

Kevin Dieny:

what's driving a lot of your business.

Kevin Dieny:

And by having feelers out there, by being able to see what channels

Kevin Dieny:

people are coming in, by asking the question by tracking your sources by

Kevin Dieny:

having vanity numbers out there that people could call, will give you an

Kevin Dieny:

idea of, what is driving traffic.

Kevin Dieny:

What is driving my customers today and how are they finding me?

Kevin Dieny:

And it could be that something's working.

Kevin Dieny:

It could also be a hint that you need to put a little more money somewhere else to

Kevin Dieny:

increase your awareness in other areas.

Kevin Dieny:

And so that's a really good lesson for businesses to help them be

Kevin Dieny:

found at all points along that journey that Ronn mentioned before.

Kevin Dieny:

The second thing that I think we need to touch on is that you can

Kevin Dieny:

influence your brand awareness.

Kevin Dieny:

That's maybe the hokey part that people think like, oh, you

Kevin Dieny:

can't do anything about that.

Kevin Dieny:

But Ronn said it may be an odd sounding tagline and maybe something

Kevin Dieny:

funny, it communicates the kind of experience of business and

Kevin Dieny:

a customer may expect to have.

Kevin Dieny:

Having a website allows people to know that you're serious,

Kevin Dieny:

you're intend to be around it.

Kevin Dieny:

Here's information about what we do.

Kevin Dieny:

Like Matt said, maybe we do more things than just roofing.

Kevin Dieny:

That we do solar, and siding, and all kinds of other things.

Kevin Dieny:

So I think all of that comes into play and it's all part of one, you can influence

Kevin Dieny:

your brand awareness and two of your brand awareness is pretty important.

Kevin Dieny:

You can have an impact on it in a quick amount of time.

Kevin Dieny:

You can focus on reviews, you can send mailers, you can generate some buzz.

Kevin Dieny:

You can drive around and give everyone some free stuff or whatever.

Kevin Dieny:

If it makes sense for your business to do that, then you can have an

Kevin Dieny:

impact on your brand awareness.

Kevin Dieny:

Anything else that we didn't talk about, you guys wanted to jump in on?

Kevin Dieny:

So Ronn, was there anything else you wanted to add?

Ronn Burner:

I just wanted to reiterate something that I said

Ronn Burner:

and I didn't really drill home.

Ronn Burner:

And then Matt, interestingly enough, also followed up on his next question.

Ronn Burner:

And he said consistency.

Ronn Burner:

And I think when we're talking about brand awareness, it's what you're

Ronn Burner:

known for, it is differentiate yourself and make it what you're known for.

Ronn Burner:

And it doesn't matter what size of organization you are.

Ronn Burner:

It's just simply a rule that you should be adhering to.

Ronn Burner:

So what you're known for, and then consistently deliver on that constantly

Ronn Burner:

in your marketing channels, as well as in the media mix, as well as in how

Ronn Burner:

your team is engaging with the customer.

Ronn Burner:

It takes time, brand awareness it takes time.

Ronn Burner:

So consistency is key.

Ronn Burner:

Just imagine changing your website every three months.

Ronn Burner:

It becomes erratic and that is absolutely what you want to avoid.

Ronn Burner:

Stay the course, be consistent and deliver on your promise,

Ronn Burner:

which is what you're known for.

Ronn Burner:

And it takes care of itself.

Kevin Dieny:

That's great Ronn.

Kevin Dieny:

Matt, was there anything else you wanted to add?

Matt Widmyer:

Yeah, circling back to some of the points that we made.

Matt Widmyer:

I think the main thing here is to let prospective customers know

Matt Widmyer:

that you are a player in the game.

Matt Widmyer:

You're not trying to, have a suite of products that like pull over your

Matt Widmyer:

car, trunk full of, different things.

Matt Widmyer:

We have one main thing that we do.

Matt Widmyer:

We could have different products, but they should ultimately

Matt Widmyer:

be lined up to the same goal.

Matt Widmyer:

And the goal we have here is just helping businesses grow.

Matt Widmyer:

Right?

Matt Widmyer:

So, a lot of different ways you can do that.

Matt Widmyer:

But we aren't going to start selling like printing paper or something like

Matt Widmyer:

that because it's not, it doesn't fall in line with the rest of the stuff we do.

Matt Widmyer:

That consistency is huge and making sure that you've get ahead of

Matt Widmyer:

the game and get people talking about you and all that fun stuff.

Kevin Dieny:

I think any business that makes a point of trying to have a

Kevin Dieny:

greater awareness, a greater influence on their customers, will be able to grow.

Kevin Dieny:

It's getting a foundation set up.

Kevin Dieny:

Brand awareness does have a component of checking in and maintaining

Kevin Dieny:

it and consistency along the way.

Kevin Dieny:

But a lot of it you can set up initially you can figure out who am I?

Kevin Dieny:

What do, who do I serve?

Kevin Dieny:

What am I trying to offer them?

Kevin Dieny:

How do I differentiate myself?

Kevin Dieny:

Things you may find in a marketing plan or a business plan.

Kevin Dieny:

Go into your influence that you have in brand awareness everywhere.

Kevin Dieny:

Will keep a business growing.

Kevin Dieny:

Will keep new people coming in and will help your word of mouth extrapolate.

Kevin Dieny:

Especially if you're a local business and rely a lot on that.

Kevin Dieny:

Thank you, gentlemen.

Kevin Dieny:

This was really great information on this topic.

Kevin Dieny:

I appreciate it.

Kevin Dieny:

And thanks everybody for listening.

Matt Widmyer:

Appreciate it.

Matt Widmyer:

Good to be back.

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