Any salesperson will tell you it takes more than one phone call
to make a sale. It’s important, at first, make a customer aware
of who you are and what you have to offer.
This precisely describes the function of brand awareness in the
Once a potential customer is familiar with a name, logo or idea,
the “sales” process turns warmer with each ensuing contact. It’s
a proven concept, but does it make it any easier to ask your CFO for
an expenditure that might not bear immediate fruit? Maybe not,
On the other hand, if you’re proposing a broad-reaching program that increases the potential of all future sales
opportunities, well, who can say that’s not capital thinking? Take it from one of ToyDirectory Monthly’s advertisers:
"I think the advertising price is fair. I will be doing a
mass mailing next month, so hopefully those that did not contact me
(from the ad) might remember my name, graphics or game.
Everybody I worked with at ToyDirectory was great!"