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How to create a brand impression overload

The woman sitting across the aisle, diagonally behind me on the plane leaned over, placing her hand on my shoulder “Ok, I have to ask what is 90×9?”

I smiled, my strategy had worked, “My company specializes in growing the revenue of startups by 90x in less than 9 months.”

Her eyes widened, “How!?!”

I twisted my mouth and thought for a second, “Could you teach me to be fluent in Japanese in less than 20 minutes?”
The woman looked at me like I was an idiot, for asking such a preposterous question “No.”

I smirked and responded, “It’d probably take a decade for me to learn to speak like an expert, right?”
“Yes” she answered.

“That’s how long it took me to gain the knowledge and experience needed to grow startups quickly. I can’t really cram all of that into a single sentence answer.”

We both laughed and I handed her my business card.

What just happened?

Prior to my cross-country trip, I printed out stickers and painted 90×9.co on EVERYTHING that would be in the public view:

  • the trim on my pant legs
  • the back right pocket of my jeans
  • the rubber trim of my sneakers
  • the back of my shirts & coats
  • all 6 surfaces of my suitcase
  • my laptop case
  • my iPad case
  • the case of my headphones
  • etc (you get the point)

People sitting anywhere around me on that flight were spammed to high heaven with the number of times they saw my company’s short URL.  People need to see a logo or short URL 6-27 times (different market research sites different numbers) before they will make a purchasing decision.

Large brands are more subtle with this, because they can afford to purchase ad space in subtle places.  Startups cannot afford to purchase the end shelf at every  CVS, 10 billboards at the key traffic locations and the bus benches in front of each university (cough*cough* Coca Cola *cough*cough).

How do SMBs compete?

You run a small guerrilla marketing strategy that I like to call “brand impression overload”.

  1. Identify 6-10 items that you can / will take with you on your next outing (ex: water bottle, cell phone, notebook, etc)
  2. Print out vinyl stickers to go on the most viewed area of each of these devices.
  3. Where the item is unable to hold a sticker, consider embroidery (or more budget friendly: a fabric marker).
  4. When you go on your outing, casually display the items with the stickers facing outwards.
  5. Comment below with how this tactic worked for you 🙂

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