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Tips for Marketing
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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 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
A Moving Presentation
Move around a lot.
OTHER MARKETING RESOURCES:
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
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:
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.