“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” ~ David Ogilvy
I want to tell you a story about the importance of branding, and how you never know where or when you will be creating a great first impression.
Branding and business was the last thing on my mind when I made an emergency trip to Gosford Hospital with my child, but the experience made me realise that we’re always on show, no matter what situation we are in. As I sat in the hospital waiting room comforting my child and waiting to see the doctor, my business was ticking away without any input from me.
Readers living at the southern end of the Central Coast may see my car with The Transcription People signage and TTP number plates as I drive around, but it seems hospital staff do too. As I sat inside the building with my kids, a staff member walked past my parked car, saw the signage and acted on it, sending through a quote request for transcription on behalf of Gosford Hospital. By the time I returned to the office I was able to act on the request and TTP had a new client. It was as easy as that!
Obviously we still had to do the transcription work, but when your branding works for you when you’re not working, you know you’re on to a good thing. I have thought about this scenario a number of times since it happened, hence me sharing it with you now. Of course the reason I had the car branded in the first place was to spread the word about The Transcription People and I hoped work would stem from it, but it’s always good to see the results from your promotional efforts.
Not only was I able to measure where the lead for the new client came from, but I could also measure the success of branding my car as a publicity tool.
What has been your most successful publicity tool for your business?