Even though you may not have a Superbowl sized marketing budget, it's time to strategize for 2018! A marketing budget typically covers costs for advertising, promotion and public relations. The size of the business can usually help determine how much of its annual sales it spends on marketing. It also depends on the amount of money the competition is spending advertising. Depending on the industry, marketing budgets can range from as low as 1% of sales to over 30%. New companies may spend as much as 50% of sales for introductory marketing programs in the first year. Smaller business may just try to match the spending of their direct competitors.
When Becky Dixon bought our company in 2013, she knew there were some immediate changes she wanted to make. As the long-time President of our company, Becky felt we needed a fresh new name. For many years we had a number of businesses, each operating under a different name such as On Hold Advantage, MultiMedia Advantage, Taylor Communications and several others. However, each of these businesses were under the umbrella of AyerPlay Productions, Inc., our Corporate name. Becky chose to consolidate all of our businesses under one name and one brand that could represent all of our services.
When asked about the reason for the name change Becky said, “AyerPlay was our Corporate name and I just felt ‘AyerPlay’ was a fresh, modern name to take us into the future.”
Today, many of the most successful companies’ names do not necessarily reflect what the company actually does- such as Amazon, Apple, Uber, Yahoo, Google and so on.
Becky also noted that using the name AyerPlay would also provide us with shorter email addresses!
She said she, “also felt AyerPlay would give us some new branding opportunities, such as ‘AyerPlay-Fresh air and fresh ideas.'” The name sounds light and airy, unlike most companies that specialize in On Hold that all have similar names.
We also had many of our On Hold clients referring to our On Hold message player as the “AyerPlayer,” which was completely unplanned! We have since adopted the cute name and now refer to it as that as well.
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