There comes a time in the life span of every business when you’re growing from one stage of the business barometer to the next. The change isn’t always noticeable when going from a small business to a medium-sized business. Still, you’ll definitely notice it when you start growing from a medium-sized company to a more significant employer.
Navigating the various phases of your company’s growth is a core requirement of every business owner. How you mean to conduct your change management should be an integral part of your business plan that keeps on evolving.
But your marketing will need special attention as you grow through different phases of your company, with other demands placed on your organization at different times. This means staying abreast of the latest innovations and trends in marketing and communications, but it also means knowing the benefits of an exciting above-the-line campaign.
WHAT IS ABOVE THE LINE MARKETING?
Also known as ATL marketing, this marketing method has at its core design the goal of reaching as many consumers as possible through “mass media marketing,” with one of the main goals being building brand recognition. It’s never as easy as the online or visual media world would have you believe it is. If your company is at the place where it’s time to consider this level of marketing, you’ll want to make sure that every dollar is being thoughtfully purposed, or you’ll burn through your budget pretty fast.
The most common form of ATL marketing is advertising campaigns and or informercials launched through and with television. Radio communications are ultimately less expensive than television, so TV is often used as the hook to create a quick flash of awareness, with radio used as a “bedrock” of campaigns. Then, by utilizing radio communication, you can further support your television campaigns with a medium that reaches new levels of consumers with more informative content.
If you plan to do it properly, you’ll also engage the print media for greater exposure and visual impact.
However, all mediums need to work together and integrate at different stages of your overall marketing strategy.
Then, when you factor the online component into your planning, a whole new world opens up with enormous implications for your communications strategy.
If you’ve only just started thinking about starting your business, this may be a few levels deep at this stage.
OK, BUT I HAVE A SMALL BUSINESS – IS THIS FOR ME?
In short, probably not. But, that also depends on where you’re located and what media you have access to. For example, suppose you’re a relatively small company with local broadcasters based in a rural location. In that case, you may well be able to make a fierce local splash because launching television and radio campaigns with local channels is significantly less expensive than statewide or network television broadcasters.
So you’re going to want to invest some serious research into this type of media exposure before you make any firm commitments. If you don’t have the basics down like fabulous logo design and proper research, then this isn’t a conversation you should be having – you’re simply not there yet.