Tag Archives: marketing

Branding and Advertising as Part of a Start-Up Company’s Budget

Joshua Andrews writes this week on Branding and Advertising as Part of a Start-Up Company’s Budget. Read on …

Build it and they will come?

What comes to mind when you think of a start-up company’s budget? Maybe the first thing you think of is inventory. Having a product and enough money in the budget to supply that product to the public is certainly an important consideration, but is it the most important thing? What about equipment, or facilities? These are also things you cannot live without when it comes to starting a business but there is another important budget item that you do not want to overlook. You want to make sure you are leaving enough room in your budget for branding. 

First impressions count.

When you are starting a business, you are not just striving to sell a product or service, you are creating a brand. You are building your image. You want to make sure your image is something memorable and instantly recognizable. You are not just selling a product, you are selling a personality. 

Who are you?

Thanks to the phenomena of social media, everyone is branding themselves these days. We all make a point of ensuring that our personal social media accounts are not just reflecting us but that they are reflecting the side of us that we want everyone to know. For millennials in particular, brands are incredibly important. Do not let your start-up be left behind. Think about who it is you want to present to the public and reflect that in your branding. And make sure that you have enough room in your budget to do so. If you want to learn more about branding, get in touch with us today. 

Communicating Brand Promise to Employees

This week, Quynh chimes in about your brand’s promise and your employees.

Chances are you have visited a store to find the employees working there to be unfriendly, unhelpful, and downright unpleasant. How can a store that supposedly values customer service hire those with negative attitudes toward customers?  It’s more common than you think. This scenario can manifest itself when a company grows and, with so much on its plate, starts losing track of its mission.

What are ways a company can prevent its brand promise from being diluted or misunderstood? Read on to find out.

1) Marketing

Many businesses spend millions on dollars on advertising, making sure consumers truly understand their brand. Yet, those same companies neglect to market to an extremely important group: their own employees. If they do not know exactly what your brand is about, how can they represent it and convey that to clients? Market so that your employees are as passionate about the brand as your most loyal fan base. Make sure everyone recognizes the company’s mission and all are employees determined to deliver the promise to customers.

2) Hire the right people

When you hire the wrong people, your brand can be damaged if they do not view the brand in the same way you do. This is why hiring the right people, who are passionate and representative of the brand promise, is so important. Train your recruiters and managers on what to prioritize in candidates, and make sure that they understand what makes your organization truly stand out.

3) Spell out meaningful actions

Educating your employees on your brand promise can be futile if it doesn’t translate into correct behaviors. This is why company leaders should lay out exactly what employees can do to further convey the brand’s message. For example, a place that values customer service above all else can endeavor to have staff smile and address the clients by their name if possible. Or a company valuing expertise can ensure their workers are up-to-date on any changes in the industry. Breaking down a brand promise into realistic actions will help your employees expectations and give them goals to strive for.

For more information on building your brand, please contact us today.

4 Ways to Make an Impact with Packaging

Here’s a quickie from MAD Contibutor-Freak Gianna Bartholomew with thoughts on making an impact with packaging.

I’m sure you’ve heard the popular phrase: “Don’t judge a book by a cover,” but a book cover is what draws the customer in…of course it is wonderful when the words between the cover are engaging. This is true with many other products and that’s why packaging is so important.

Here are four ways that make packaging attractive and helpful:

  1. Purpose – Packaging helps to guard a product so there isn’t any damage. It has this practical quality in case the product such as a tuna fish can or can of peaches falls off the shelf at a supermarket. The container protects the product.
  2. Marketing – The design of the label on a product sells the product. Of course it helps if the product is a brand well-known, such as Starbucks or McDonald’s, but the label is designed for selling.
  3. Variation – Packaging designs differ from each other. This difference makes the customer respond and understand which brand is which. The designs also help sway decisions.
  4. Ingredients – Packaging is important because it contains nutritional information. If there wasn’t labeling on a product, the customer wouldn’t know what the sugar, carbohydrate, cholesterol content is (or the IBUs and ABV either!). It’s a necessity to have this information on the label.

The label on a bottle, can or sunscreen tube needs to appeal hands down to the customer. If it doesn’t grab the customer’s attention from the shelf, a person will just pass on by. Of course the product has to shine, but the label is necessary…the product can stand alone if it’s good, but packaging sells!

Any questions? Please contact Us. Thanks.

Traditional Media In A Social World: Why It Still Plays A Vital Role

MAD Contibutor-Freak Ryan Canady has something vital to say about traditional media.

“Ding, Buzz, Ring”, these are the pestering and seemingly never-ending sounds that emit from the smartphones of well over half the United States population at this point. As a country we love our phones and the social media world that Silicon Valley has created for us. However, at some point it all becomes a little overwhelming. Not only are we constantly bombarded with information, photos, and quirky status updates from our friends, but we also must respond to a relentless marketing world.

Toning Out The Social Media Marketing

Once they caught on to the marketing potential of social media, businesses latched to it eagerly. They saw new markets to exploit and profit from, and they didn’t waste much time doing so. As consumers of this information, we were at first pleased to hear from the companies and brands we like, but soon it became annoying.

These days, many social media users simply ignore, block, or delete marketing messages that they receive via their social networks. It is because of this that markets must once again reconsider traditional media in a social world.

Traditional Media Is Not Dead 

Do not fear the headlines that serve up the idea that traditional marketing is gone once and for all. It is actually stronger than ever, albeit with more competition for attention. Customerthink.com lays out just how wrong those who predicted the death of traditional media have been,

It’s been fashionable for several years to predict the impending demise of traditional advertising and marketing tactics such as TV, radio, and print ads. Marketing thought leaders have advanced this view in many of the best-known and most influential marketing books published during the past two-plus decades.

While this type of prediction is great for selling books, it is also something that marketers should patiently reject and ignore. There is no basis for it, and it could be costly to them if they take this prediction to heart.

Repetition Defeats Novelty

Social media advertising is flashy and unique by necessity. It is competing with literally millions of other potential websites that an Internet user can select from. By contrast, traditional media marketing is repetitive in nature.

While repetition is often scoffed at, research shows that human beings actually respond very well to messages that they hear often. The familiarity alone engenders warm feelings about the product. As such, there is certainly still a place for traditional marketing as part of the overall advertising world.

Contact us for more information regarding traditional marketing and why it still matters to our daily lives.