June 15, 2019

Who is the Exhibionist?

Flaunt it if you have got it.

Metaphors can be used ad nauseam and often get mixed.

Good wine needs no bough” or “Don’t hide your light under a bushel

I remember reading about a Coca Cola executive being asked why the company still spent enormous sums on advertising when the brand was well known throughout the world. He gave the example of an aeroplane that had reached supersonic speed. Should they jettison the engines?

Establishing a brand involves hard work, time and money but the work is ongoing, and it is important to keep reminding customers about who you are and what you are all about. Getting Perpetua Herbals – The Neem People on the road did take a lot of time and an awful lot of hard work, but we had no money. You cut your coat according to your cloth.

It did not take us long to realise that one did not throw seed into the wind and hope; advertising, to be effective, had to be targetted. We needed a receptive audience and where better to find such an animal than at Mind, Body, Soul type exhibitions. We exhibited around the country and were soon seasoned campaigners on the circuit. We had a niche market and exhibition organisers were  keen to have us at their events which were overpopulated by readers and crystal vendors.
Our hard work and stratergy paid off and we had a customer database of well over 5000. We no longer need a heavy foot on the throttle, but we can engage cruise control. An old Chinese proverb says: “You get owt for nowt“. Too true.