Mailing List


Is Your Marketing GOING BIG?

BIG marketing without a big budget: know your audience and the media channels they access, focus on design and superior content and execute consistently.

by Martha Spelman


Below are two examples of signs from recent neighborhood garage sales. Each is marketing the same product. However, one seller is literally GOING BIG by having a graphic designer friend print out some large, attention-getting signs. The other seller has purchased a small, run-of-the-mill sign from the local hardware store and nailed it up on a phone pole. Yes, there’s a difference in cost…but there’s also a huge difference in presentation and perception. And probably in results.


The idea of marketing is to get noticed…not get lost.


Are you marketing like this?

Small garage sale sign

Or like this:

Big garage sale sign

You can GO BIG in your marketing without necessarily spending a lot of money.


Here are some things to remember when you’re developing a marketing strategy that will make you stand out from the competition…without spending a bundle:


  • Know your audience. Then promote to that audience in a media you know they’ll see. (hint: garage sale hunters could easily miss a tiny sign lost in the congestion of an overcrowded platform).


  • Focus on design. A well-designed corporate identity, website and promotional materials go a long way toward conveying quality. Viewers recognize that a business that cares about its image probably also cares a lot about delivering a superior product.


  • Create exceptional content. Deliver valuable information that is relevant to your audience and may help your viewer in their own business. Tell your brand story in a way that engages viewers. Tout the benefits of working with your company…don’t tell them what you do – tell them what you can do for them.


  • Be consistent. Brand recognition is important – keep showing up – in inboxes, publications, the mail, on social media sites, at events. Regular marketing, whatever your chosen channel, reinforces your message. You’ll be perceived as dependable, trustworthy and reliable.


Successful marketing doesn’t necessarily mean undertaking tasks that are overwhelming — either in time or budget. A well thought out marketing plan, mixed with creative words and visuals and executed on a consistent basis, can be the difference between Going Big or Going Home…empty-handed.


Martha Spelman is a Los Angeles-based branding and marketing expert and the co-founder of Packbands silicone storage and organization straps. Martha is the author of The Cure for Blogophobia: How to Easily Create, Publish & Promote Your Business Blog. Click to connect on LinkedIn, Twitter and Facebook.

To find out more about Packbands, visit the Packbands website. Martha can be reached directly at: 310.266.6992 or