How developing unique marketing solutions can create better brand awareness

Every company wants to improve on its brand awareness, and there are a number of ways to do it. A “feel good” story in the local paper can improve the public’s perception of you. Launching a new, state-of-the-art product will certainly get people talking about you. Having a social media post go viral will drastically increase the amount of followers your company has on Twitter, Facebook and Instagram.

That’s just the tip of the iceberg though. Unique or nontraditional marketing solutions can play a major impact as well.

A decade ago, many people weren’t familiar with what a podcast was. Now, according to, 75% of the U.S. population is familiar with the term “podcasting.” There are now over 2 million podcasts in the world with 24% of the U.S. population (68 million people) listening to podcasts weekly. However, while podcasts aren’t necessarily unique anymore, very few companies are trying to get on them.

There are podcasts out there that cover nearly every industry now, and most of them are looking for guest interviews. That’s where Black Twig comes in.

Black Twig recently arranged for a representative from IWR North America, a building enclosure manufacturer based in St. Louis, to appear on The Construction Leadership Podcast. Jim Ryan, senior vice president, discussed the culture at IWR and leadership lessons he learned throughout his career and collegiate days with host Bradley Hartmann. It was an opportunity for Ryan to build IWR’s brand awareness with an audience who have a strong interest in the construction industry.

Many media outlets, associations and even some companies host webinars that serve as a platform to educate registrants on a variety of topics that they find both entertaining and valuable. Some webinar presentations are given by one person or two people from the same company, while others involve a panel discussion with key personnel from different companies.

Black Twig worked with Restaurant Development + Design on a webinar the publication was hosting about best practices in designing off-premises dining. Brian Kern, retail director and a principal of Oculus Inc., was among the participants in a panel discussion who discussed the ways operators will work with architects and designers, among others in the future off-premises dining options changing rapidly. During the discussion, Kern was able to highlight some of Oculus Inc.’s work in this sector and increase brand awareness among a group that is passionate about the topic.

There are always multiple ways to get a company’s name and brand out there—some are more traditional, and others are unique.

To see what Black Twig can do to get your name and work in front of the right eyes, call us at 314-536-8906.

Photo by Jason Rosewell on Unsplash

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