Andy NearyI help insurance professionals turn brand awareness into business growth.

Create Awareness With Long-Term Marketing

16 May 2022 · 0 min

Watch on YouTube

0:02

A short transcript excerpt of a YouTube talk by Andy Neary about the difference between short-term and long-term marketing. Neary contrasts short-term tactics (cold calling, direct emails, direct messages) that drive immediate sales/meetings with long-term marketing focused on building brand awareness for sustained benefits. The excerpt frames long-term marketing as aimed at creating awareness for a brand or company.

It's about creating awareness.
You see, last week, I believe it was Friday, I talked about the difference between short term marketing and long term marketing. Short term creates a quick result, mainly for you. If you're in the sales, sales position, it is meetings, it's appointments, right? What are some short term tactics? Cold calling, direct emails, direct messages.
Long term marketing is for awareness. And when you do a good job of creating awareness for your brand, your company.
It enhances your short term tactics. When you pick up the phone and call prospect, it's like, yeah, we know who you are. Well, the ads, they may take an appointment, go up. When you send a direct email and they're aware of who you are, the odds that that email might generate some activity goes up. But if you're trying to deploy long term tactics to create short term wins, you're going to be extremely, extremely disappointed. This is why just had a conversation with a good friend of mine in the insurance industry this morning. This is why so many agencies hire email services, cold calling services, and they spend tens of thousands of dollars a month in some cases for this, because it creates short term wins. There's no concept of how we deploy awareness in our long term marketing strategies.