Why big brands constantly opt for visibility; a lesson to learn!

[Crypto_Timothy]

Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

Visibility is indeed not something you achieve just once, you have to continuously keep being visible to people because people forget over time and not just that, more brands are coming up with the same products so how do you stay on top? More visibility for your product, that's it.
I know how many versions of coke is out there with different brands but if I would always still prefer coca cola and well, I think beyond just visibility, you have to ensure your product is very good, so it can survive mouth to mouth promotion especially in places where your company will not reach. If your product is genuinely good, it does more self branding for you, so as you are chasing visibility ensure quality is there.

[viljy]

In my opinion, this is obvious. Advertising is built on repetition. On hammering the desired result into the consumer’s head. Especially since modern people are so unfocused that their memory doesn’t extend beyond a few days into the past. And if you don’t keep repeating the same thing, they forget. And why? Because in our time, the flow of information is enormous, and the mind simply discards the informational junk (and the useful stuff as well) so as not to overload itself.

[Alpha Marine]

OP you are comparing big businesses with small businesses. Just big businesses are constantly advertising doesn't mean small businesses should. They have to think of cost of so many things before considering advertising. I am not saying they shouldn't, all I am saying is that the way the big guys advertise, the small guys can't do that. They have to do calculated advertising or they may run out of funds to stand when storm comes.

Big or small, a business has to keep advertising in its own way. As a small business, you can't give endorsement deals or make TV ads for different TV channels or sign sponsorship deals, but you can advertise in your own small way. Social media ads, Google ads, or YouTube ads, they all go a long way from time to time.
I remember how something as small as "Google's Find My Business" I made for a friend of mine who owns a sportswear shop helped him.
Marketing should be part of the budget. It should be part of the production cost. You can't simply have your business and not plan to market it. These days, it's easier to market a product even though there is more competition. Make use of the tools you have and market your product.

[Dr.Bitcoin_Strange]

The math is simple and I think we have discussed a similar subject before where I used Guinness beer as an example of a big company that is popularly know by a large population of people but yet, this company always do ads and also do some raffle draw bonus once in a while. There's also this popular noodles company in my country and based on market research, it is proven that amongst other noodles company in our country, that company is the number ranking in terms of demand, despite that they are ranking number one in market demand, they still do advertising every time in most of the local tv channels in my country.

So, why I said it's a simple maths is because, any company that understands the power of marketing (advertising) will already be aware that there are competitors who can easily win the market if they stop putting their products to the public through ads and other marketing channels.

[decodx]

First of all, I think Coca Cola is a terrible example here. They've got billions to spend because their product is cheap soda that people buy on impulse. and if they stop people will stop buying, and retailers give that eye-level space to someone else.

The core idea is right, though. People forget quickly. Most shoppers are not loyal, and they buy whatever pops into their head first.

But most small businesses do not sell cheap impulse items. They sell stuff that you buy once a month or once a year. I think small brands have to advertise so people are aware they are there when you have a real problem to solve. It's not about being everywhere, it's about being somewhere when someone actually needs you.

[Freeveto]

The lesson for smaller businesses is simple. If billion dollar brands, brands everybody already recognizes, still refuse to go quiet, your business definitely cannot afford to either. Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

Not given up will be their only solution, given up or involving themselves into competing with big brands that are not ready to stop now will end their business easily, they should rather focus on building their brands producing the goods they have been producing to their targeted customers, everyone is not the same, some low life people can’t afford buying these big brand, so they will keep buying these small brands to survive and with such gradual growth they will be able to build their own brand, earn people’s trust and reputation; if they have achieved the audience they need, they will continue to grow till they get to the level of the competition with big brands.

[Sally9256]

There's a saying: "Out of sight, out of mind." Just because a brand is big doesn't mean it doesn't need to advertise anymore. There's always someone who doesn't know about it yet. Just yesterday, I saw a YouTuber who didn't know about McDonald's annual campaign here in Brazil (McHappy Day), and I thought, "How does he not know about this?". Well, he didn't, and I'm talking about a globally known brand. The same applies to small businesses: "advertising is the lifeblood of business".

There is really more gravity in advertising that we know and it's why till date you keep seeing adverts of different brands both big and small. I used to think back in the days what the essence of Adverts are and what effects they have that they are very important in marketing but with time I realized that advertising is not just about introducing a brand to people but always keeping the brand in people's mind, remind them of it's existence and importance and why it's useful and also make new people aware of it. It's very possible that some people might not be aware of certain product yet that's why even big brands need to keep advertising so they don't lose their customers to competitors.
Marketing is a very competitive place that's why advertising is a very useful tool for any brand who wants to remain in market.

[Stepstowealth]

Why do big brands constantly advertise?

Maybe not for any big reason, It could be for the simple reason that they have large capital that could accommodate them constantly advertising because small businesses understand the benefits that advertising has for these big brands and I'm very sure they would wish to want to be like them but they're only restricted because they have a small capital to invest in advertising and have to do that in a calculated manner unlike the big brands that can keep their advertising promotion ongoing for A very long time and continue to enjoy the benefits.

[Taricoins]

There's a saying: "Out of sight, out of mind." Just because a brand is big doesn't mean it doesn't need to advertise anymore. There's always someone who doesn't know about it yet. Just yesterday, I saw a YouTuber who didn't know about McDonald's annual campaign here in Brazil (McHappy Day), and I thought, "How does he not know about this?". Well, he didn't, and I'm talking about a globally known brand. The same applies to small businesses: "advertising is the lifeblood of business".

Honestly I too didn't know about this, lol. Seems like you have done a free advert fir McDonalds. This is the reason brands always goes all out this advertisement, aside from maximum visibility, it's an avenue to pass out information on what is new about the product. Also, big brands also do periodic rebranding to match-up with trends in the society.

[BALIK]

Not given up will be their only solution, given up or involving themselves into competing with big brands that are not ready to stop now will end their business easily, they should rather focus on building their brands producing the goods they have been producing to their targeted customers, everyone is not the same, some low life people can’t afford buying these big brand, so they will keep buying these small brands to survive and with such gradual growth they will be able to build their own brand, earn people’s trust and reputation; if they have achieved the audience they need, they will continue to grow till they get to the level of the competition with big brands.

Listening you it seems as though small brand can succeed simply by avoiding giants. However modern business landscape is not quite like that.

Targeting only low income consumer makes scaling any business extremely difficult and risky. This is because major brand are now capturing  low income market by introducing lower priced product variant. Their product prices also vary depending on country. Moreover maintaining quality while keeping price low reduce profit margin, which can stall the business's long term growth.

Furthermore if we adopt mindset of avoiding competition with major player then business innovation will come to halt. Greatest advantage of small business lies in their ability to make quick decision and introduce fresh idea. Large brand often struggle to do this easily due to their cumbersome organizational structure.

[sunsilk]

When I grew up, I thought that these big brands shouldn't be advertising anymore because they're already too big and popular. But I get the idea now why they continue to do advertisement and brand promotions.

The lesson for smaller businesses is simple. If billion dollar brands, brands everybody already recognizes, still refuse to go quiet, your business definitely cannot afford to either. Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

They will get there but IMO, as they start what they have to focus with is with their service and product. Because brand recognition will come after when they have shown with the quality of what they sell.

The customers will be curious what brand is that and that's why it will come later when they have the budget in advertising.

And it's easier these days because of online marketing and it cost lesser compared in the past through publication and television advertising.

[Donk1]

What you just said is true.The same goes for someone like Elon Musk. I asked a question back then I said If someone like Elon Musk was to stop looking for money and just relax, then someone else will gradually rise up and become the richest man .That's just how reality is for that fact, the desire for more never ends. Same goes for every aspect of life both businesses and all.its easy to say for a business to thrive, it needs advertisement, it needs hype, and also needs you to be true to what they are offering that's how to draw the attention of customers.basically When you are determined to make profit, you will have to be willing to use money. That's all there is to it......

[Mpamaegbu]

Coca Cola did a lot of branding, but one single move by Ronaldo fucked all of them.

Honestly, I expected Coca Cola to sue him. I don't know why they didn't (or they did but it was off media). That Ronaldo advert was nothing short of witchcraft. He didn't need to have Coke on that table if he didn't want it. He had to shift those two bottles aside and then said Aqua as he lifted a small bottle of water. That action cost Coke around $4 billion in loss immediately as was reported. Coke should've sued him but then Ronaldo is a big name. Coke wouldn't want further drama that could worsen its case. I believe that was why it didn't pursue a legal action.

[Josefjix]

The lesson for smaller businesses is simple. If billion dollar brands, brands everybody already recognizes, still refuse to go quiet, your business definitely cannot afford to either. Visibility is not something you achieve once and move on from. It is something you have to keep earning over and over, or someone else will be happily take the space you left empty

You may be going far, look at stake on the Bitcointalk forum, that brand had been operating their signature campaign for almost a decade today, they never seems to end the campaign and I don't think it's gonna end anytime soon.

The same thing with peak milk in my country, always paying for advertisment space and banner on every Truck A road, upon the fact that they are well known and should've stopped ads, that's a low business mindset.

Sometimes I wonder if their presence can let other smaller brands pops up on customer minds whenever choice is in action, it'be harder for startup.

[programmer3666]

Constant visibility is the true and most effective way to survive in a very crowded market. People just have this belief that finding new customers who have no idea about your brand is the only reason to advertise but it is also to cement the hearts of existing and undecided customers. In business, visibility is something you will need to buy and earn over and over again!! If you look at big brands like Puma and Nike, they obviously know that people have not really forgotten about them or their classic sports shoes and wear, but they will keep putting ads out there so that when customers walk into a store, they remain the automatic choice for an interested customer.

[Questat]

Because being big today isn't a guarantee that it will remain big tomorrow or the next months and years ahead. The whole business market is always unpredictable, and changes are inevitable. If you don't work on your business consistently, despite of its current high visibility, that gives bigger chances for other market competitors to steal the spotlight and replace your position in the market in less time.

This is the reason why constant advertising should have its own reserved budget. You let a good advertisement works on your business and reach unlimited audience.

[Natalim]

Visibility matters a lot because people won't buy or patronize your brand if they don't know it actually exist. Regardless if the business is big, if it lacks visibility, people will fail to discover it, and building trust and attracting opportunities will be very hard on the part of the brand owner. That's why big brands constantly opt for visibility, otherwise they will lost access to their new customers, as well as loyalty from old customers will not be guaranteed if they keep silent while others are highly visible and competitive in the market.

[terrific]

The idea is simple: people are not lacking information about Coca-Cola , everyone already knows what's inside the can. What they are lacking is a reason for the brand to stay at the top of their mind at the exact moment they feel thirsty. Advertisement is not there to teach, it is there to remind, repeatedly, until the brand becomes the automatic choice.

That is the whole idea of advertising and that's to remind people that they are existing.
And for specific products like beverage, we know that Coca Cola is dominating that area even if they're the top of their industry.
They never stop doing it. And the same goes for the shoes market, they keep on signing popular athletes and that's the kind of reminder for the fans of these athletes that their specific brand where they sign exists and if their idol is being supported by the brand, the fans should also support the brand and its products.

[SUPERSAIAN]

OP you are comparing big businesses with small businesses. Just big businesses are constantly advertising doesn't mean small businesses should. They have to think of cost of so many things before considering advertising. I am not saying they shouldn't, all I am saying is that the way the big guys advertise, the small guys can't do that. They have to do calculated advertising or they may run out of funds to stand when storm comes.

How much do small businesses actually earn to be able to set aside an advertising budget? Everything comes at a cost; the multi-million dollar advertising budgets of large corporations are in a completely different league from the few thousand dollars a small business might have. I am not saying small businesses shouldn't advertise quite the opposite advertising is important for them, too. However, they need to operate in a much more cost-effective, targeted, and measurable way.

Instead of constantly advertising on every platform like large corporations do, they need to focus on the channels that actually convert into customers.

[freedomgo]

The only reason why big brands continue to thrive in the market is that they never stop attracting new potential customers that will be emotionally attached to their brand. And through advertising which is proven very effective to maintain public visibility, big brands manage to keep their sales and profits on top of other brands.

Big brands are nothing without constant visibility. No wonder why such big brands are still very famous because aside that their brands are already established, they never stop making ads and promotions whenever possible.