Let’s be honest — everyone’s selling something. Whether you run a retail store, a plumbing business, or you’re just trying to build a personal brand online, the goal’s the same: you want people to notice you, trust you, and ultimately choose you.
And in today’s world, “getting people to like you” isn’t just a phrase anymore — it’s literally a button on Facebook.
For business owners and managers, that means keeping a steady stream of customers coming through the door is non-negotiable. But here’s the thing — most small businesses don’t think about advertising until things start to slow down. Business is cruising along nicely, and then suddenly… wham, it drops off. That’s when the panic sets in, and the calls to the radio station, your digital team, or your social media team start.
The problem? That’s reactive marketing. And by the time you react, your customers have already moved on.
What you really want is a proactive approach — one that keeps your business visible and your brand familiar before people even need you. But more than that, you need to understand where your customers are and how they behave.
“But My Business Is Different…”
I hear this all the time:
“I’m a dentist.”
“I’m a mechanic.”
“I’m an optometrist.”
“I can’t advertise like McDonald’s or a car yard.”
Actually — you can, and you should.
Every business, no matter the size or industry, needs a mix of brand awareness and call-to-action (CTA) advertising.
Let’s look at McDonald’s. They’ve nailed this. Their brand advertising keeps their name everywhere — sponsoring sports, running big national radio and digital campaigns, reminding us who they are. Then they combine it with call-to-action ads for their latest burger or wild new drink (you know, the one that turns your tongue purple).
The two work hand in hand. The brand campaign builds familiarity and trust so when the CTA drops, you’re already halfway to buying.
Stay Top of Mind
Every business should run a long-term brand campaign. You want to be top of mind when someone finally does need you.
You might not need a divorce lawyer every day (hopefully), but if that day ever comes, guess whose name you’ll remember? The one you’ve been seeing and hearing all along.
Then, when you need a quick boost in sales or want to drive new enquiries, that’s when your call-to-action campaign steps in, the “2-for-1 offer” or “limited-time deal” that gets people through the door now.
Branding keeps your business remembered. Action gets people buying.
Run them together, and you’ll never have to scramble for customers again.
For more information on how our campaign can work for your business, contact us at Rebel Connect for the latest news on advertising.
Cheryl Lee is co-founder of Rebel Connect PL, a family owned and operated Australian business that provides total marketing solutions. Rebel Connect clients have access to advertising across the company’s radio networks, Rebel FM & the Breeze and Rebel Agency, a digital marketing solutions company providing website development, Google Ads and social media marketing strategies.
