A Cahners Publishing Co. CARR Report highlights what is important in selling mouse traps or any other product. This report reviewed the correlation of awareness to brand preference. First, a minimum threshold of awareness must be reached before a brand will begin to see a conversion to preference. Second, as higher levels of awareness are reached, the conversion to preference comes more quickly. You need to tell the world you make mouse traps.
Advertising is expensive and necessary, but there are other ways of creating awareness.
One of the most cost effective means of promoting a product or service and creating an awareness is the Press Release. Press releases therefore have instant credibility. Someone else, the Editor of the magazine, is telling the world yours is the better mouse trap. This is done by publishing articles, case histories and tutorials. Your potential customers are not reading publications for ads.