Marketing Brand – Getting to the Heart of the Matter

Not everything that can be counted counts, and not everything that counts can be counted.”
Albert Einstein

How does that brand feel?

Sometimes the obvious isn’t all that matters when you brand your product. What may be visible to the commoner off the street may not be what you want to present to your customer. When this happens, close your eyes and let your heart view the product. Allow how you feel about your product to emerge and proliferate the brand that will effect marketing power.

What you love, should be shared.

When you project the emotion you feel about your product into the development and design your client understands the intrinsic value of your enthusiasm.

It’s difficult to purchase a car from a salesman who appears apathetic about his product. Put the enthusiasm you feel about your product in to your marketing efforts and allow your customers to understand why they should purchase it from you.

Package Quality; Show the value.

When a product is packaged with care, concern, and consideration for the buyer, you get their attention, before they test the product. They know you care.

A good friend who sells teacup novelties wraps each item in a soft rose print tissue paper and packages it with tender loving care. You know she cares about your enjoyment of her product because from the moment you cut the tape, each step that takes you closer to her product in increasingly enticing. From the delicate aroma of rose petals to the pretty pastel ribbons attached to delicate tags and labels, elegance and quality are her trademark; brand.

Give from your heart.

The secret of sales is understanding the gift. When you sell a product you firmly believe in, you are giving a gift of your understanding, to a person who needs what you offer. What they receive is value in place of their money.

Recognize the value of your product and know its worth.

When you perceive the actual value of your product, price it accordingly and offer valuable incentives to purchase your product, your customer feels valued. When you’re able to give the customer credible value, your product becomes worthy of their purchase. Sales is less about the product and more about the attitude with which the product is sold. Where is your value placed?

Marketing – Brand Activation Brings Your Brands to Life

When I first discovered or used brand activation as a marketing tool I was amazed at its simplicity and its ability to bring instant results. Yes, I said it, instant results. Most marketers are interested in the brand equity side of brand building because it is easy to execute and is not easily measurable in the short – term, that is, it takes a commissioned market research in order to measure attitude changes that have been brought about by the consumption of media products such as print, electronic and outdoor advertising whilst the value, that is sales volume side of the brand can be measured instantly by carrying out a volume drive which you can set specific volume targets for.

Brand activation in its simplest form is a road show where you take a brand to the people so that they can experience the brand. Your favorite band is a brand and when you attend their live show and experience their brand of music first hand, that is activation. It is known as experiential marketing and is a popular method for creating experiences with the brand for the customer or consumer. It works brilliantly for Fast Moving Consumer Goods according to my experience.

There are products which are not always on demand and sometimes there is a dip in demand. Brand activation is a tactic you can use to gain sales over a limited period of time. The objective may be to inform and to educate members of the public on the key attributes of the product and demonstrate it in use. The benefit of this is that the response is immediate as it is interactive. It can be a launch or post – launch event.

I am intrigued by the concept because a bar of soap is a bar of soap, and brands do not exist except in the minds of consumers where perception is reality. When you activate a brand be it in – home o r in store or even outdoor you are re- enforcing the attributes of the brand and etching even deeper into the psyche of the consumer as they touch feel and get to sample and use your product.

This activity doesn’t just create excitement and leaves the business wondering why so much money was invested and what the return was. Participation in the fun activities around the brand where lots of prizes may be awarded is based on actual purchase of that brand so it is easy for the sales manager to measure effectiveness through incremental sales. When you create opportunities for the brand to come to life in the relevant channels you connect well with consumers and thereby achieving awareness of the brand.

AdSense Marketing – Brand Performance

Google developed a prime product, AdSense. Marketing your website through key words, brand performance, and AdSense is an entirely new means of promoting your focus. As the rest of the world wonders what happened, those with an understanding of the particulars, in this case, KEYWORDS, trump the market.

Traffic to your site requires keyword rich content that will not only get the reader there, but keep them there, and bring them back, frequently. The trailer of this market is a resounding thud against equality, and packs a punch recognizable due to strategic style and market abundance. Where do you get your traffic?

What keyword wraps your business website in functional traffic building content? Recently, I started focusing my interests on keyword profiles and optimal qualifiers. This process moves my articles, my websites, and my work into the forefront of marketing, bringing more traffic to my site. By branding my site, and my work with keywords, the content become rich and recognizable by web crawlers bringing even more traffic.

The depth of focus brought to my sites at this point in time, means my plan is working. More clicks equals more bucks in my pocket.

So, what’s in it for you, my reader?

More clicks. By reading and understanding how to work the system to improve your visibility through marketing keywords and content rich information, your site gains traffic and you earn more money.

Strategy:

1. Have a website oriented to market your product with keyword rich content relating to your product and your market.

2. Promote your focus with keyword rich articles written specifically for your market niche.

3. Promote link back capabilities with the articles you write.

4. Develop traffic promotionals that bring back your client time and time again, encourage them to send friends to your site, and provide content interesting to new clients.

5. Be recognizable. Have brand recognition by narrowing your scope to a specific niche of the market.

Capitalize on the market available to your niche by using relative keywords focused specifically to your content and product. This brings readers who are interested in your product to your site, and helps narrow the lineup, while promoting your product to more of those who are interested in more information. A focused customer with a specific interest in your product and service is far more likely to hang around and purchase something off your site than one who accidentally came across your site while surfing the net looking for something unrelated.

Select your keywords with care, to bring in specific people to the site. This helps focus your readers, and your articles to better serve the common good of your web design. Broad scopes just don’t work. Get a niche and stay in it

Direct Marketing – Brand Identity Guru Tips

If your company doesn’t have a direct marketing program in place, a direct marketing agency can create one for you. A direct marketing company provides small to very large customizable ranges of business-to-business and business-to-consumer direct marketing options sure to fit your needs. From database creation and maintenance to data analysis and creative program execution, a direct marketing company can take any existing direct marketing program, or a lack of one, and develop a highly efficient direct sales machine for your company.

A good direct marketing company employs experts in each aspect of direct marketing who have proven time and time again they have what it takes to create a successful direct mail campaign and turn your existing unorganized data into a powerful computer-readable customer database.

The goal of any successful direct marketing program is ultimately a positive effect on your bottom line. Good direct marketing programs are proven performers that will give you an edge over your competition. The direct marketing expertise and capabilities that a good direct marketing company offers will turn your direct marketing expenditures into successful investments.

Look for a company that has years of target market research experience ready to work for you. They will uncover who your best customers are and develop a direct marketing campaign that will get them to respond.

They should know how to impact behavior, get results and form the basis for long-term relationships with your customers and prospects.

Direct marketing abilities should include:

– Direct response advertising

– Customer relation’s management

– Data management services and data analysis

– Media planning, media buying and complete direct marketing campaign management

Seven HUGE Tips to Direct Marketing that gets results

Successful direct marketing takes planning and strategic thought…

1. Know your goal: What do you want your direct marketing to accomplish? What kind of impression do you wish to leave? Do you wish to inform your prospects about your product or just make them aware? Recently, Brand Identity Guru was asked by a client to expand its direct marketing efforts, so we created a direct marketing piece to showcase our client’s most attractive points. That direct marketing piece now accounts for 30 percent of the client’s new business.

2. Research: Don’t just have a list. Learn something about your customers so you can speak to them better. Discover their hot buttons, so you can push them.

3. Plan properly: The best direct marketing campaigns work along with PR, traditional advertising, brand strategy and efforts by your sales force. Ultimately, each piece is part of a larger total company campaign and should work together.

4. Be relevant: Direct marketing efforts should offer something your clients might want to buy.

5. Be conscious of details: Find the name of your primary contacts, and make sure you spell them right in the items you send to them. Even the best direct marketing piece is useless in the trash.

6. Be consistent: Use a series of pieces that speak to your customer’s needs. Don’t know what they are? Ask. Usually, December is not a good time because mailboxes are already overcrowded. Brand Identity Guru suggests waiting until February or another month.

7. Follow up: If you don’t follow up, the results of your direct marketing efforts could crash to a halt. Initiate a conversation with people on your list. A phone call a week or two after your mailing is a great idea.

Direct marketing is a powerful tool to capture your prospects’ attention and orders. If your direct marketing includes an attractive offer, imagine what the results will be. Throw in a brand-centric foundation and you have a direct marketing effort even more powerful than the sum of its parts.