If you’ve read the Weekly Report for some time now, you may be familiar with the 5 A’s of Marketing. More than a decade ago, I essentially categorized five different ways that companies should communicate brand messaging to their customers. I called it the 5 A’s; Attention, Access, Authority, Affinity, and Acclaim.
Attention is all the ways marketing can grab attention — TV, radio, billboards, etc. Access is direct access to your target market, i.e. direct mail, email, PPC ads, etc. Authority is essentially PR and reviews — having a third party endorse your company’s products or services or some offer differentiator. Affinity is about establishing partnerships with other organizations, especially non-profits, so you can leverage each other’s audiences and show that your company “plays well with others.” Lastly, there is Acclaim, getting recognition for your company’s products, services, culture, or some other wonderful thing.
Most companies can get a few of the 5 A’s …