Telford, PA (PressExposure) December 28, 2009 -- Generic advertising is any type of advertising that is not specific to an occasion. This is normally the type of advertising that is meant for just mentioning the company name and that the company exists.
Maybe it says the company is good at something specific, but the message can work in any circumstance. You could put it on a postcard, on a poster, sending it out in the mail or hand it to people as flyers and the message is going to remain exactly the same.
I am not going to argue against generic advertising completely because it does have a place in the marketing world. You will have certain occasion when you are not going to be pushing any one product or service, and you just need to boost your company in general.
But what I do have a complaint against are the companies who do almost nothing but generic advertising. Every time I see their marketing anywhere it is always the same. This leads me to get quickly bored with them, and fails to get them any sales from me.
Never is this more true than in tradeshows and other events. For something like this, you are going to have a lot of companies coming together for a single event, and anyone who goes will walk away with a lot of marketing material. That is just how these things work, and that means your marketing material needs to stand up to other companies.
The more generic your marketing is the less interesting it becomes, and the more it fades away into the background.
To avoid this start designing marketing for each event you go to. Get some pocket folder printing done that mentions exactly what event the folder is made for. Design a marketing message meant specifically for that one tradeshow so you can boost up a certain idea or theme. This will give added strength to your marketing and make you stand out in an already crowded field.
If you cannot afford to get pocket folder printing done every single tradeshow than instead focus on marketing that emphasizes a stronger, overall marketing push you're currently doing. Maybe you have one marketing message for that quarter, which means you can get folders done mentioning your marketing campaign. This saves you some money and still gives you something more than normal.
Do not let generic marketing take over all of your marketing. Sometimes standing out can be the greatest kind of advertising you could ask for. You need to be sure that you can find the right moments to make your name known, and break through the constant barrage of generic marketing material most people are constantly confronted by. If you can accomplish this than you know your name is going to be remembered, and you will be in a better position to increase your sales further down the line.