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Branding – It’s More Than Just Your USP
by Karon Thackston © 2002 http://www.ktamarketing.com When you mention the word “branding” most people automatically think of USP (unique selling proposition). The overall – and incorrect – perception of a brand is that it simply consists of the...
How To Brand Your Home Based Web Business
"A coke and a smile!" I would be willing to bet that just about everyone today recognizes this slogan. Branding is the process by which you associate in peoples minds a name, slogan, or logo with a product. Included in the association are all of...
How To Choose An Affiliate Program That Will Make You Money
After several years as a professional affiliate, I have come to the point where I have a short checklist of aspects that I go through when deciding on joining an affiliate program, or in fact even persisting with one.
The fact is too many sites...
Marketing the Government for Profit
Steps and tips on marketing your business to the government. Fact: Federal, state and local governments buy over $450 billion combined in goods and services each year. Part of that can be yours if you know how to get it. Fact: Federal...
Why Are Customers So Indecisive?
Do you know why your customer won’t buy? You’ve given her the best price, possibly even the best options. Yet she fidgets. Maybe, maybe not, she ponders.
You stand by the wayside and sweat, praying the sale will go through. Then almost...
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Top 7 Tips for New Businesses
The marketing decisions you make for your new business are the most important part of making your business a success. Marketing is about building a strong presence, name recognition and credibility through various methods. Here are 7 things you can do to get a new business off the ground.
All of the time and money you invest in getting your business off the ground is wasted if you dont make the additional efforts and expenditures to market effectively. Marketing is the process and procedures that get your name out to the public. Your advertising is only a part of marketing. You should have a plan for at least the first year of operations on a monthly basis. With a new business, your marketing is about building a presence, name recognition, status and reputation through a variety methods.
1. Have a Written Business Plan: Having your business plan in order allows you to see a very clear path to where you want your business to go. There are many resources available on the internet to guide you in this process, but basically, your business plan should include: Business Description, Key Initiatives and Objectives, Marketing Strategy and Budget, Business Overview, Location and Facilities, Description of Products and Services, Industry Overview & Outlook, Regulatory Issues Related to Your Industry, Implementation Plan and a Financial Plan.
2. Begin Your Business Branding Immediately: Have business cards, a logo, letterhead, brochure, signage and collateral materials professionally designed and printed. It will be worth the investment as your first steps towards building your businesss image. Steer clear of do it yourself products that can be found in most office supply stores. Although it may seem cost effective for a new business, the real cost comes in the toll it will take on your companys image. For more advice on Business Branding go to: http://maremaxconsulting.com/brandingtips.html
3. Get a Business Website. In todays marketplace, a business without a website is like a house without a front door. If you dont have one, youre missing out on a very big opportunity to drive business directly to you. Have your website professionally written and designed. Make sure it is an extension of your advertising and print materials. Your branding has to extend and flourish on your home page. Prospective clients should be able to utilize your site for more information than what is already available to them through your brochure, print ads, and other collateral materials. Update your website often and give people a reason to return again and again.
4. Advertise with Consistency. One of the most powerful keys to successful advertising is frequency. A smaller ad that you run 10 times will generate much more presence that an ad 10 times the size you can only afford to run once. Start with local or regional newspapers or magazines, and set up an ongoing plan that will allow you to build your presence. Your advertising message has to speak to the consumers needs and most importantly give
them a solid reason to call you. But, more importantly, the message needs to in front of them on a regular, consistent basis. Always be sure to use your web address in all of your advertising.
5. Get Your Business Publicized:
Send a press release to all local newspapers and magazines in your area announcing the opening of your new business, plans for Grand Opening, and services offered. Keep your press releases short, double-spaced, and error free.
Write letters to the editor and/or send out press releases on a consistent basis that include a professional photo that is captioned (readers are much more likely to view a photo if there is a caption to read). If you, as a business owner, do something new, such as receive an award, appoint someone in your business to a new position, join a board or professional organization or offer your services to a non-profit organization, be sure to get all the mileage you can out of it by using it as a tool to communicate with the press. If you can plan your marketing budget to include a few professionally written and placed press releases, especially in the beginning, all the better.
Also consider writing and submitting articles to editors of related business journals and local publications. They are often looking for articles from local businesses. You'll get your name print, as a credible source, which has a lot more standing than any ad you can purchase in the same publication.
6. Network - Network - Network! Face-to-face networking is one of your best sources of advertising. Be sure to take advantage of every connection opportunity you can. Getting involved will get your business name out there. Become a member of the Chamber of Commerce and be an active participant. Joining a committee, going to meetings, networking breakfasts, and special events extends the opportunities to interact with prospective clients. Volunteer to join a local arts council, charity board, or school board. Youre not only servicing your community, youre putting yourself and your business out in front of the public.
7. Assess and Redirect Along the Way. Just because you have a written business plan doesnt mean you should shut your eyes to anything but what you have written. After several months of being fully operational, if you find your business is taking off in one area more then another, you may have stumbled onto a genuine need that wasnt being filled. Go with it! Assess and redirect. If you find your newspaper advertising is pulling more than your direct mail campaign it may be time to adjust the advertising budget. First, be very sure youre not being too quick to judge. Some areas of business take longer to cultivate than others. Just as some advertising will adjust according to season, campaign, and frequency.
Mary Ellen Martelli is President of MareMax Consulting, a full service Advertising, Marketing & Website Consulting firm, located in the Southern New Jersey / Philadelphia area. You can reach her at her website: http://maremaxconsulting.com/
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