Marketing News Roundup

Here is a mashup of news on brand identity and marketing.

Brand Identity

• Virgin Atlantic Unveils New Livery and Brand Identity – PR Newswire (press release)
  
• Catch Hold of Audience Interests with Effective Logos – lonad News
  
• Disney is likely to promote Paul Lee to ABC Entertainment president – Los Angeles Times
  
• New Tampa Bay Lightning CEO Tod Leiweke to focus on ‘brand’ – Tampabay.com
  
• Journey of a brand, cowboy to urban knight – Bizcommunity.com
  

Marketing

• Meredith Reports Strong Fiscal 2010 Fourth Quarter & Full Year Results – MarketWatch (press release)
  
• Ambush marketing: HUL’s last-minute surprise foxes P&G – Economic Times
  
• DG FastChannel(R) to Present at Oppenheimer Annual Technology, Media … – MarketWatch (press release)
  
• FP Marketing: The unstoppable Old Spice guy – Financial Post
  
• What Earnings Reports Have Revealed About Ads – ABC News

What You Should Know About Mobile Marketing

When shopping at the mall I take photos of a cute top or fabulous pair of jeans on my mobile and email it to my sister for her opinion.  I sometimes send her a BB (blackberry instant message) with a link to the store’s site. She in turn sends me links to items she would like me to purchase. While in the store I open the link…show the item to the sales person and then I am off.  No printing of lists (saving the trees!!) or trying to remember what she wants. Now my fellow marketers, do you see the goldmine that awaits you on the mobile phone?  Each link I send or receive from my sister includes ads on the landing pages. Hence I am enticed to shop for other items. This month my magazine subscriptions have been chatting about mobile marketing.  This post summarizes some tips from American Marketing Association’s (AMA) Magazine, Marketing News. I look forward to reading your comments about mobile marketing.

According to the Marketing News article Tao of Mobile Marketing (written by Elisabeth A. Sullivan), “Eastern markets like Japan and South Korea have led the way for mobile marketing. While the power is shifting noticeably westward—especially as the iPhone’s technological tentacles wrap around the globe—US marketers can learn from Eastern marketers’ mobile experience.”

• Think Strategically, Not Just Tactically—US marketers think of mobile marketing as a one-time marketing campaign vs a completely integrated marketing strategy.
• Look Beyond the iPhone App—In Japan, South Korea, Australia, Hong Kong and Singapore, marketers’ focus include additional interactive options such as Text Messages (SMS) and Quick Response Codes (QR Codes).
• Create an Effective Call to Action—Call to action should tempt people by giving them a sense of what they will get if they text your company or log on to your mobile website.
• Make Mobile Part of Your Multichannel Strategy—Asian markets have a call to action for mobile on all branding campaigns…”text for more information or visit mobile site”

Just the STATS

67% of the world’s population is using mobile phones, compared with only 26% who use the internet.
(Source: Marketing News, United Nations’ International Telecommunication Union February Report)

East Vs. West

(Source: Central Intelligence Agency’s World Factbook, www.cia.gov   * in 2009   **in 2008)

Let Them Know You Exist: “Promote And Prosper”

According to Ms. Raleigh Pinskey, Author of 101 Ways to Promote Yourself — “In order to promote and prosper, I feel that you have to take responsibility for your own success, take charge of your destiny.  If you don’t introduce yourself, if you don’t tell them what you’re all about how are they going to know you exist?”

Here is a list of 10 ways to promote and prosper as recommended by Ms. Pinskey:

1. Sponsor or create your own event
2. Teach a class
3. Exhibit at tradeshows
4. Write articles or a book
5. List your company in “expert directories”
6. Mentor kids in the community
7. Volunteer/community involvement
8. Send out press releases about new hires, products, clients, and more
9. Postcard or e-mail campaigns
10. Sit on the boards of organizations and associations

What do you do to promote yourself or your business?

Website Design: Template or Custom (Part II)?

Last week’s post discussed the pros and cons of using a template for your website design.  Let’s now review the pros and cons of a custom website design.

Custom Web Design Pros

• Custom layout
• Search engine friendly
• Built for your needs
• Scalability

Custom Web Design Cons

• Takes longer to design
• Higher Costs

With a custom website coding and page design is done from scratch. Therefore it takes longer to create. However, a professional designer will give you a website that will grow with your company, blend with your printed marketing collateral (enhance your brand) as well as give you credibility with your target audience.

The more professional looking your website is, the better your chances of attracting customers, producing leads and phone calls. When deciding if you should use a custom or template website design, keep in mind that you want your business to stand out from the crowd and be memorable.

Having a website that looks nice is only part of the marketing package. Custom or template you will have to work on search engine optimization (SEO). So how do you choose? Ultimately you should find out the cost of each method. Include the time it is going to take you learn how to use a website template and compare that to the cost of a custom website design where you will have time to market or build your product in the same time frame.

Whichever way you decide to go, template or custom design, remember that websites are an extension of you and your business.  While templates may save you time and money in the short-run, a personalized design will always be more beneficial in the longer run.

Website Design: Template or Custom (Part I)?

I recently sent out a proposal for branding the company of a small business owner. For illustrative purposes we will call the client Joan.

Joan was on a very tight budget as all start-ups are.  I mentioned to Joan that instead of a custom website we could cut cost and time considerably if we customize a template for her. I told Joan a website is like building a house from the ground up or purchasing a ready-made new home. Here is what I shared with Joan to help her decide.

Template Web Design Pros

• Customizable
• Wide selection of premade and turnkey templates
• Quick turnaround time
• Very low cost

Template Web Design Cons

• Design not unique
• Customization may be limited
• Coding errors that prevent SEO (reducing chances that visitors can easily find you)
• Generic look of design (not branded)

With templates, the graphic design part of the work has already been done; you pay a licensing fee to use that template, as long as you comply with the terms of the license. Website templates are cheap, but like everything else you will get exactly what you pay for.

If you are a client looking to save money and time, we suggest going with a website template and finding a professional web designer that will customize a pre-made template design for you. Beware of web design scams from designers who sell premade templates as unique custom designs!

Next week I will share the pros and cons of custom website designs.

Client Perception is Everything: Avoid Bad Sales Collateral

Making a good impression is the top secret weapon of choice for salespeople. Sales collateral is a major part of a salesperson’s “good impression” toolkit.  Sales collateral include business card, brochure, promotion gift, sell sheet, and anything designed for a salesperson to increase his/her client base.

Have you ever looked at a business card, flyer, website or postcard and immediately said I would never do business with this company or you simply dismissed the company and said next? That is your client perception working.

Some companies use collateral that hurt sales. According to Alexander Hiam, author of Marketing For Dummies, in choosing your sales collateral, avoid the following:

Plastic: cheap plastic folders, clear plastic page protectors, or big, ugly plastic sample cases all say tacky and cheap to prospects. Use high-quality papers and favor cloth or leather cases and bindings, if at all possible.

Amateur designs and layouts: Sure, anyone can design sales and marketing materials in this era of high-quality laser printers, but most people shouldn’t. Amateurs often create poor-looking, confusing layouts. Their work just doesn’t have that special look that characterizes fine design —and the better prospects notice.

Errors: An amazing number of factual and spelling errors exist in sales collateral. Salespeople perpetually have to make corrections or explain errors in front of prospects, which is like saying, “Please use our business. Of course, we can’t even type a spec sheet accurately, but we can muddle through your order somehow.” Right.

Omissions: Most salespeople go on calls without all the collateral materials and information they need to do a great job. They don’t have a good brochure. Their business cards don’t have the current address or the company’s fax number and website. The price list is out of date. Their order form is a cheap pad bought at the local stationery store.

As you send your salespeople out in the field, arm them with good collateral. Help them to be sucessful so that your company can inturn be succesful as well.

Choosing The Right Color For Your Brand

This article was inspired by President Obama’s first State of the Union address.  I noticed he wore a red tie with white stripes and Vice President Biden wore a blue tie with red and white stripes. I laughed at myself as I knew the colors were chosen by someone who knew the meaning / symbolism of color. What did our leaders’ tie scream at me? Red, White and Blue—“America”!

Colors are non-verbal communication. They have symbolism and color meanings. Therefore, as you create your brand identity it is helpful to keep in mind how the eye and the mind perceive certain colors and the color meanings we associate with each color. Here is a list of common colors used in business identities and their meaning*:

RED
Warmth, Love, Anger, Danger, Boldness, Excitement, Speed, Strength, Determination, Desire, Courage 

ORANGE
Cheerfulness, Low Cost, Affordability, Enthusiasm, Stimulation, Creativity 

YELLOW
Attention-Grabbing, Comfort, Liveliness, Cowardliness, Hunger, Optimism, Overwhelm, Summer, Comfort, Liveliness, Intellect, Happiness, Energy

GREEN
Durability, Reliability, Environmental, Luxurious, Optimism, Well-Being, Nature, Calm, Relaxation, Spring, Safety, Honesty, Optimism, Harmony, Freshness

BLUE
Peace, Professionalism, Loyalty, Reliability, Honor, Melancholia, Boredom, Coldness, Winter, Depth, Stability, Professionalism, Honor, Trust

PURPLE
Power, Royalty, Nobility, Elegance, Sophistication, Artificial, Luxury, Mystery, Royalty, Elegance, Magic 

GRAY
Conservatism, Traditionalism, Intelligence, Serious, Dull, Uninteresting 

BROWN
Relaxing, Confident, Casual, Reassuring, Nature, Earthy, Solid, Reliable, Genuine, Autumn, Endurance

BLACK
Elegance, Sophistication, Formality, Power, Strength, Illegality, Depression, Morbidity, Night

WHITE
Cleanliness, Purity, Newness, Virginity, Peace, Innocence, Simplicity, Sterility, Snow

Before you launch your brand identity, consider your goals and what reaction you hope to receive from your target audience. Also keep in mind that culture dictates color meaning hence subtle variations in the international business world.

Look at your brand identity…Did you choose a color that represents you, your culture, and your beliefs?

* Color meaning taken from www.changingminds.org

What Should I Put On The Back of My Business Card?

Summary: How do you determine what to place on the back of your business card? Some say, use it all. Others say keep it blank. Bottom line is that it’s your decision—just know all the facts.

A subscriber asked me for suggestions on what she should put on the back of her business card. She had attended a marketing class and was told to put something of importance on the back. Something like a top ten list or a calendar, or something similar.

Maria Answers

I have to say, that any time I’ve saved someone’s card, for the back of the card, I really didn’t care what the front said. And as a business owner, I would want someone to save my card because of what the front said.

However, there are many other reasons to leave the back blank.

Business owners you meet who are serious about building relationships (which should be all business owners) know that networking is not just about meeting some stranger and selling to them. It’s much more. It’s about connecting, collaborating and seeing how you can be a resource for others. What these business owners do, is write notes on the back of business cards they receive. They might write things like where they met you, the date, something they liked about you, something they heard you say, what they wanted to talk to you about, etc. Then they put that information in their databases and/or contact those they met to start the process of building a new relationship.

The back of the card is important for another reason, too. Let’s say you’re at a meeting and during the conversation the other person mentions that they’re looking for “x” with “x” being a resource or contact that can help them in some way. Well, what you should do is take YOUR card, and on the nice white back write “call me about ___whatever resource they are looking for___”. Yes, make them call you for the resource. If they don’t call you, then be glad you know up front how they operate. However, when they do call you, you’ll have another chance to speak to them, get to know them, maybe put them on your ezine list, or turn them into a client, best referrer or best buddy. But you’ll never know… if you don’t have a place to write things on the back of your card!

Contributor: Maria Marsala
© 2010 Chief Business Collaborator Maria Marsala has been publishing MORE BUSINESS ezine since 1999. If you’re ready to make more money, kick-start your marketing and live a high quality life, get your FREE tips now at www.ElevatingYourBusiness.com.

 

Maria’s Insightful Solutions. Lasting Results.

I welcome Maria Marsala as a new contributor to our blog. Maria is a Business Strategist, Coach, Speaker and former Wall Street trader. You will find her articles insightful and I urge you to visit her website at www.coachmaria.com.

The One-Hour Marketing Solution
Summary: If you hate the thought of marketing, this article is for you. There are people who have found ways to market with integrity and have lots of fun, too. If this describes you, then skip this article! Other people would rather be doing anything else – even getting a tooth pulled (well almost) – instead of marketing. If that describes you, then start marketing 60-minutes each day.

Now, I’m not talking about creating forms, business cards, etc. Instead, take 1 hour each day and “really” market. First use that time to design a marketing plan (review your business plan for some ideas). Make sure that your plan includes many enjoyable ways to market or ways you think you’d enjoy. Do I hear lunch? Next, spend one hour per day conducting any type of marketing! Or spend the equivalent of that time – 2 afternoons per week or whatever way works for you – as long as it equals 5 hours per week.

Over time, you too will realize that marketing is fun. Without realizing, your marketing time will automatically begin to increase. Remember, if you get stuck… go to the web or your local bookstore and check out all the marketing information. There are rows upon rows of “how to market” books. So, keep in mind, you can market your way, market with integrity, and have fun, too.

Use the books below to investigate fun ways to market:

• “Guerrilla Marketing Handbook” (or any guerrilla book) by Jay Levinson and Seth Godin Lots of inexpensive and great ideas to build a marketing foundation and see what enjoyable methods you can add to your marketing plan.
• “Selling The Invisible: A Field Guide To Modern Marketing” by Harry Beckwith Especially good if you market a service vs. a product.
• “The Portable Coach: 28 Surefire Strategies for Business and Personal Success” by Thomas Leonard Marketing using the 28 principals of attracting people and business to you.
• “Permission Marketing: Turning Strangers Into Friends, and Friends into Customers” by Seth Godin and Don Peppers.
• “Integrity Selling: How to Succeed in Selling in the Competitive Years Ahead” by Ron Willingham.
• Visit our recommended business foundation books, at www.TheResourceQueen.com/books.

Contributor: Maria Marsala
© 2009 Chief Business Collaborator Maria Marsala has been publishing MORE BUSINESS ezine since 1999. If you’re ready to make more money, kick-start your marketing and live a high quality life, get your FREE tips now at www.ElevatingYourBusiness.com.

 

Benefits of Business Cards

There are many steps involved in starting a business, but an important one that is often overlooked, is business cards. Although business cards are common, they add a personal touch and can make a statement on those looking for your business. They are a small part of your company that you can leave behind wherever you go. You never know just who may be seeking your services.

All Types of Businesses Can Benefit From Business Cards

Business cards are more important for a small business than for a larger corporation. Specific skilled trades such as, graphic designers, consultants, or housecleaning services, don’t always rely on a large body of customers, but depend more on a few local clients. These clients provide references to friends and other contacts to allow your business to grow.

The other business type that benefits the most from business cards is Internet-based businesses. It’s important to remember that when people leave your website, they generally forget that you exist, so your responsibility is to remind them. Having a business card can keep you, your business, products, and services in the minds of your future clients. You have a better chance of having them use your services or passing your information on to someone else, if they have a convenient way of contacting you.

Highlight Your Company’s Best Attributes

A clean slate is sometimes the best way to introduce yourself. With a business card, you can accentuate all of your best qualities, similar to a tiny resumé or personal advertisement. Business cards allow you to present yourself or business in a more formal and credible light. The traditions of business easily recognize business cards like an identity.

Business cards come in all different forms and can be very simple or full of creativity, but since business cards are so common, creativity is important. It’s better to set yourself apart from your competition and a creative business card is a great way to do so. Business cards are meant to leave an impression, so that later, your company will be thought of when products or services are needed. The more creative your business card is, the more likely it is that you will be remembered. 

Promoting Your Business With Ease

If you would want to promote your business and perhaps establish your name in the local area, drop off your business cards in stores and boutiques where your clientele is accessible. This is a small gesture that easily links you to a potential network. You can be up-to-date with the new trends and business activities.

Many stores also offer discounts and freebies to those people who give them their business cards. Other companies use collected business cards to survey the audience that they attract. Knowing this information, it is easier to appeal to specific target markets. You can use this tactic for your business as well.

Business cards should be handy at all times so you can share them with people who might be interested in your products or services. As an entrepreneur, you should never leave home without one!

 

Contributor: Joe Witte

Next Page »