How Many People Have you Told About Your Business Today? (The Farm Analogy)

Once upon a time, you bought a franchise and you had some territory that was all your own and it was time to find your customers. The go-to method for a lot of people is to harness the power of Google to advertise your service in your area. But as we’ve talked about before, we are starting to question whether or not this process is still profitable. Let’s get some...

Once upon a time, you bought a franchise and you had some territory that was all your own and it was time to find your customers. The go-to method for a lot of people is to harness the power of Google to advertise your service in your area. But as we’ve talked about before, we are starting to question whether or not this process is still profitable. Let’s get some perspective on the difference between advertising and marketing and we’ll use the analogy of a farm.

Imagine your territory as a 100 acre farm. Picture a scene where your entire farm is only dirt. There are no crops and no weeds, there’s just plain old soil that hasn’t been farmed. Now, in one corner of your farm, you have one acre that has mature fruit trees, and there are ripe apples on the trees. There are other farmers who have territory in your town, and when you bought your territory it turns out that this one acre is a SHARED acre. You and all the other farmers around you can pay to pick apples from this one acre. 

The apples represent the Google searchers who don’t know who to call. They represent a relatively small percentage of your overall population; let’s call it 3% who are actively thinking about and searching for your service. Advertising on Google or other paid lead generation services is like spending money to pick expensive ripe apples off of the shared acre with mature fruit trees. It’s a way of life for many franchisees who are trying to capture the attention of this very narrow audience. Meanwhile, every other farmer in your town who bids on the apples just raises everyone’s cost a little more.

Advertising is a subset of marketing. Marketing is about looking at your whole farm and seeing the potential in the dirt. A more robust marketing strategy is required for businesses that want to last. When the cost of leads for the ripe apples is getting more  ridiculous by the day, we can turn to a tried and true marketing principle of brand awareness to help fortify our position. You can tell your whole territory about you before they need you. You can become a household name before they have every bought something from you. 

Brand Awareness marketing is about the 99 acres of dirt; you are planting seeds, watering the seeds, fertilizing the plants as they start to grow. Some plants grow faster than others which is analogous to when certain people have a need for your service arise before others. But if your brand is the one that they have been marketed to for several months and they REMEMBER you, then you can probably even avoid having to advertise to them once they mature. You won’t have to spend those high dollars on Google ads and bid against other people because you have been planting seeds for time over time. A lot less gambling on the slot machine will be necessary. 

Brand Awareness marketing is a slow and steady process of letting your market know about you.  The crops from the whole 99 acres that isn’t shared with anyone is yours for the taking if you get there first and nurture your whole target audience.  

Use our brand awareness opportunity to give you a serious competitive advantage over all the other farmers to take in a huge crop over time.