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Tips for Marketing
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Branding

Branding has a broader definition than it did in the past. It used to be "What brand of soap do you use?" or "Do you like this brand of cereal better than the one we used to buy?" We probably won't be discussing any time soon whether we like this brand of software better or why we watch a particular brand of sci-fi on TV. Nevertheless, whether consumers call it a brand or not, branding can mean creating a personae for, not just an over-the-counter item, but a person, a company, a town, or even a country. Of course, movie stars have always been groomed to project a certain image. So have towns, for that matter. It's always been there, we just didn't always call it branding. Developing brand identity involves more than designing a fine logo. According to Designing Brand Identity and other books about branding, creating a strong brand is a step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brand assets.

Using a Celebrity's Likeness on a Product

Speaking of movie stars, a public figure's likeness is usually not in the public domain for free use on products or in publicity, even after their death. If you are thinking about using a celebrity's image, you will need to find out what company or individual holds the rights and enter into a licensing agreement with them. The licensing agreement would typically give you the right to use the image for a specific purpose. It would specify the duration of time you could use the likeness, and how much you would have to pay for royalties or licensing fees and when. It is recommended that you contact an attorney to help you through the process.

Choosing an Advertising Agency

When you see a company's advertisements that you think are effective, contact the company to find out the name of the ad agency that handled their campaign. When you meet with the ad agency, look at some of their recent work for variety in style and innovation. Ask them what the clients requested and how they developed their ad concepts. Find out if they've created advertisements for your industry. Meet with staff who would be working with you. Contact some of their clients for references, and for information about the success of their ad campaigns and about their working relationship with the ad agency.

Testimonials

Testimonials have always been important. But what customers say can be key to your credibility on the internet. If your customers didn't write to you about their satisfaction with your service or product, ask if they wouldn't mind sending one. Photograph testimonials of satisfied customers can also be effective -- a customer wearing one of the hats you designed, a makeover, etc. Don't embellish the written testimonials you receive and don't retouch the photographs. We've all seen those before-and-after pictures that looked just too good to be true.

Writing Good Advertising Copy

• Write the way you talk.
• Make benefits stand out over features.
• Make benefits target people's emotions (comfort, convenience, curiosity, fear, etc.).
• Use commanding statement. ("Send in your order form today!" versus "You can use this form to place an order.")
• People usually scan rather than read everything, so mention important information again.
• Make dollars amounts look like more by using decimal point and zeros ("$9.00 OFF!"), and look like less by not using them ("ONLY $9!").
  

A Moving Presentation

Move around a lot.
Vary how fast or slow you walk to match the pace of the presentation.
To get a key point across, stop walking and look around out into the audience for several seconds.

What Colors Mean

Effective Advertising Words

Be sure to include many of these words in your advertising pieces, especially to add impact to your headline. These words are known to be very effective in advertising:

10 Ways to Promote Your Business

1. Show your goodwill and gain exposure for your business by cosponsoring or promoting a current event or trend. The event should have a direct relationship to your products or services.
2. Gain exposure for your business by sending a comment or expert opinion to newsletters and magazines that your company subscribes to. When publishers print a reader's feedback, they usually list the person's name and company.
3. Use postcards to market your business. They cost less than first class mail and get to their destination quicker than bulk-rate. Postcards convey a sense of urgency to customers. Envelopes may not be opened for several days, if at all. People will see your message immediately on a postcard. Be sure to include the statement "Address Correction Requested" on your postcards so that the post office will automatically notify you if your customer has moved.
4. Use the back of your business card to list your services, show a picture of your bestseller, or tell people what you have on your website. And put your business card or line card in every envelope you send out.
5. Survey your customers about what they want or need. Customize your surveys to your business to get valuable marketing data, such as your customers' age group, what magazines they read, how they like to shop, etc.
6. Depending on your type of business and your target market, raising your prices can improve your sales. Higher prices suggest higher quality.
7. Test the market by phone before sending out a mass mailing. You'll get feedback quicker and at a lower cost. According to marketing experts, the response you get from surveying 100 people by phone will be indicative of the response you will receive from sending out 1,000 test mailers.
8. If you host a party that customers are invited to, plan to have a product demonstration and samples available, or have a video playing that promotes your business.
9. Send a thank you to customers around a time when there are no holidays coming up. Your message will be more memorable. Try to include a little gift or special discount. And always send a thank you to anyone who refers business to you.
10. Use business gifts and specialty items to promote your business. Choose ones that are particularly clever, attractive, or useful to ensure that the recipients keep them for a long time.
    
    

Generation Gaps

There are four generations with distinct lifestyles and values. Market researchers' opinions vary slightly as to the starting and ending years, but they are roughly:

• The Mature Generation are people born between 1909 and 1945.
• The Baby Boomer Generation were born between 1946 and 1964.
• Generation X were born between 1965 and 1980.
• Generation Y were born between 1981 and 2001.
• Generation Z are people born between 2002 and 2021.

Learn about the events that shaped their lives, and how they will react to what they have yet to face. Don't make assumptions that what you will want or need (or did want or need) at a given age are the same things that motivate your customers. Each generation's experiences play a major role in their decision making. Do a little research to better understand the mindsets of your customers and how to market to them.