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)

2014 Interactive Marketing Budget Forecast

Change is here—the ways in which your audience view and process information from standard media sources has changed. Technology has empowered the consumer to access information as they read and surf across offline and online media. My children (I am guilty of it as well) are engaged in watching TV, chatting with friends on Facebook and surfing the Internet to research a movie/song/gadget/concert all at the same time.

Small, medium and big companies are paying attention to the digital culture. Forrester Research provides a peek at the interactive marketing budget of US companies. The interactive marketing spending as a percentage of all advertising spending will grow from 13% in 2010 to 21% in 2014. The two top choices for interactive marketing investing are search marketing and display advertising. See chart below.

Source: American Marketing Association, Forrester Research’s US Interactive Marketing Forecast 2009-2014; Cambridge, Mass.

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.

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

“Guerilla Marketing” In The Bronx

Guerrilla Marketing is defined by Jay Conrad Levinson in his book Guerrilla Marketing.  The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term has since entered the popular vocabulary and marketing books.

Guerrilla marketing involves unusual approaches such as encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. Evidenced by my recent blog post on one of the things Blossom Flower is doing to increase profits.

Travis Bowens owner of a tax franchise, Instant Tax Service, located at 646D Neried Avenue (Bronx, NY) wowed the neighborhood with his grand opening stunt.  Travis worked with AARROWADS.COM to create a buzz in the town.  For 8 or 10 blocks from Travis’ office we could see men wearing bright red shirts and twirling signs with the name and logo of Instant Tax Service.

Take a look at the posted video featuring Erwin Pacheco (1-888-5-AARROW) and tell me what you’ve done in your neighborhood to earn the name “Guerrilla Marketer” or share what others are doing to maximize profits.

 

 

Building Your Marketing Collateral In 2010

 

New Year—New decade—Optimism is in the air. I predict 2010 will be your most productive year ever if you take action today!

Begin by taking stock of your current marketing collateral and determine what worked for you in 2009. Marketing collateral — or printed pieces that support your marketing efforts include but are not limited to:

• Brochures
• Business Cards
• Catalogs
• Newsletters
• Note Cards
• Pocket Folders
• Postcards
• Reports/Whitepapers
• Sales Sheets

2010 Action Plan

• Review current marketing collateral.
• Remove outdated or non-producing pieces.
• Post reports, whitepapers on your website and provide an easy way for prospects to view them.
• Keep extra brochures, mailers and business cards with you.
• Write thank-you notes, follow-up letters, reminder cards and more on your note cards.
• Be sure to give out brochures and business cards to people and businesses that not only want them, but can use or recommend your services.

Keep your marketing collateral current as different styles, colors, even words change from the “in” to the “out” list and a smart business stays on top of these changes and responds to them.

Here’s looking towards 2010 and beyond…put your action plan in place today!

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.

 

The 4 Types Of Brand Designation Are…

Before you hang your “open for business” sign, get to know the terms below.

1. Brand Name
   A word, letter (number), group of words, or letters (numbers) that can be spoken. Examples are Charmin, Lipton Cup-a-Soup, and IBM.
2. Brand Mark
   A symbol, design, or distinctive coloring or lettering that cannot be spoken. Examples are Prudential’s Rock.
3. Trade Character
   A brand mark that is personified. Examples are Ronald McDonald and Pillsbury Doughboy.
4. Trademark
   A brand name, brand mark, or trade character or combination thereof that is given legal protection. When it is used, a registered trademark is followed by ®. Examples are Scotch®  Brand tape and MasterCard®.

Next Page »