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Dennis Thorgesen
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Brand Exposure; Marketing short and long term

Published on 8/5/2015
For additional information  Click Here

Brand exposure; Marketing short and long-termLisech small logo

As a brand owner, you want brand exposure.  Marketing, short and long term is the vehicle in branding to make this possible. Advertising also plays a role, in brand exposure. I was asked to explain the reasoning, or why marketing is both short and long term. I wish first to thank Sean Olson for today’s question.

Brand exposure

People have to know your business exists; a lack of customers is the number one cause of business failure. Your marketing plan is your design to let people know your brand exists. The most important thing to expose is your logo. It should be part of all marketing and advertising including your business face if you have one.  One of your long-term goals should be having your logo on any way people see your business offline and online.

Lee's prepping cover graphic


With a business, you are telling a story. There is at least one company, which has been telling its story since 1,000 BC. Somehow, I can’t believe they started with a thousand year plan. They most likely started with a short story without realizing; at first, they would last as long as they have been. I personally would like to know if they improve upon their story every thousand years today. One thing I know, there is a new short story being written every few months.

Short-term marketing offline

Much of this falls under the advertising heading. Short-term goals are how you find buyers today. Each marketing blast should not last more than three months. You can set them up for the entire year at one time, although it is not advised. You want to use data from each marketing blast to improve on the next. Split testing should always be part of your short time goal.

Short-term onlineAffilipede marketing graphic

Social media exposure by others is a great short time strategy. Time sensitive content, which later can, and should be removed, is another. Forum exposure by others is also a good strategy. Pay per Click (PPC) is another short time strategy. When you use PPC you want to collect data on what is effective and what is not. It is also a great keyword test.


This generally is considered part of short-term marketing. Marketing means brand exposure, so make sure you advertising contain the brand you are marketing. I see many people making the mistake of not including anything tying the advertisement to the company other than a phone number or a link. Advertising should be part of your long-term plan. Each blast though should be short-term. Again, this should not be over three months in duration. When you find an ad campaign is not effective it shouldn’t last beyond when you know it isn’t working. The whole idea with split testing is one should convert better than the other. Improve on the one that is converting. The idea with advertising is to pull people to your business with specials, or a specific reason to buy today.

Long-term offline

Your storefront is going to be there as long as you are in business. It should reflect who you are as a company. Letterheads, business cards, product packaging, and billboards are examples of your brand strategy; they too will be part of your business for a long time. All of these fit under the category of branding.

Allendale storefront

Long-term online

Your website, Social media covers, search engine optimization, and most of your content will be of the most online long time benefit. Social media commitment, spending time with customers in an online setting is also a long-term commitment. PPC should only be used continuously if it has proven cost effective. Even then you want to keep split testing, ever improving the conversion rate. I have never met anyone yet who has a 100 percent conversion rate. Without brand exposure short-term, you won’t last long enough in business to worry about long term marketing. ©August 5, 2015 8:00 PM CDT Dennis Thorgesen, Lisechglobal consulting, Lisech eMarketing, all rights reserved.

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