I believe small businesses must never try to copy the marketing they see used by big companies with well known brands.
It only works if you've got a huge marketing budget.
Instead, business owners need to focus on direct response marketing.
This is marketing which is designed to create an immediate reponse from teh customer to seeing some kind of offer.
In contrast brand marketing works on a drip-drip basis. It gradually builds up familiarity with the product and builds brand awareness. This can get teh big brands into the purchase decision when the time is right.
Direct response marketing done right can also build up brand awareness but the main way its success is measured is based on the response a particular piece of marketing gets.
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