Think Brand Consistency for 2020

It’s December, which means a new year will begin soon. As your company begins planning, take the time to discuss where your brand is (not just your company’s billings). Your brand affects all aspects of what marketers call the marketing mix – product/service, price, placement and promotion.  Here are some talking points and examples to help you stay on track and think brand consistency in 2020!

four_principles_of_the_markProduct/Service:

What are you selling to your clients? Does this line up with your firm’s values?

  • Make sure your company is clear on the product and which values it reflects back on your company. If they don’t line up, there is a problem.
  • For example: Volvo doesn’t JUST sell a transportation vehicle to its customers, it sells safety and reliability, which are values reflected in their marketing efforts.

Price:

What does the price of your product say about your business? What kind of customers are you looking to attract, and how does the price play into that?

  • Generally, a product can be two of three things: fast, inexpensive or high quality. If your values are efficiency, make sure your price reflects that… you’ll get it done fast and effectively, but you’ll be more expensive (or you’ll produce a less expensive item that requires less expensive materials).
  • For example: Walmart prices items very low to gain many customers and make more money. The value for Walmart customers is not in the experience; it’s in the low prices. Target, in contrast, prices their items a little higher, but includes fashion-forward and more associates around the store that can assist customers, placing more emphasis on efficiency and the quality. While this example may focus on B2C firms, the concept applies to all industries.

Placement:

Where do you want to place your physical product? Do you want to use a sales force? What will your distribution channels be?

  • This is where promotional items and brochures come in. If you don’t offer a physical product, make sure information is readily available and place it accordingly.

Promotion:

Where do you want potential customers to see the services you offer? Do you want potential customers to hear about you from editorial pieces, or from traditional advertisements?

  • The editorial route will focus more on PR and is an approach that takes advantage of word-of-mouth; advertising allows firms to seamlessly integrate a brand’s look with their message. There are pros and cons to each.
  • For example: Run Thru The Woods advertises in the local newspapers and running publications because the executives want to target the public in our area that is active and therefore more likely to participate in physical activity on a holiday.

As you can see, brand consistency is more complex than simply slapping your logo on everything, so talk to us if you need help figuring out how to execute the values of your brand. Our goal is to make sure you’re concentrating all aspects of your brand’s marketing efforts effectively and consistently in 2020.

While you’re at it, like us on Facebook, follow us on Twitter and follow us on LinkedIn to be a part of the conversation.

Putting “Public” Back in Public Relations

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When your public relations plan is considered, it’s important to recognize different facets of public relations – public speaking, press releases, social media and crisis management, to name a few. However, it is even more crucial to define your “public” before your company tries to relate to them. With your public in mind, your public relations strategy will yield greater results, because they will find the information you provide useful.

To have a complete profile of your public, you simply need to understand the following questions about your target market:

  • Who?:
    Who do you need to be targeting? Decide which demographics your ideal client falls within; if you already have your ideal clients, define their similarities, so you can gain more like them. Below is a list of several qualities to consider (don’t limit yourselves to only these, though):
    –  Age
    –  Gender
    –  Education level
    –  Field/business practice
    –  Cultural/ethnic background
  • What?:
    What are they interested in? What is their story? Given that you now have an idea of what type of business they own and what their background is, brainstorm what items of news likely appeal to them. If I target potential male clients with some form of post-graduate education that own B2B-focused businesses, the following news pieces would likely get their attention:
    –  A LinkedIn post for a business-related skill that can better them
    –  An article in their trade publication about what problem is solved by my company’s new product
    –  A presentation at a Chamber of Commerce on your personal insight into issues that affect the local market
  • When?:
    When do they read the media you are considering (if they read it at all)? Take our client from the previous example – do you think that client would be on Pinterest? Do you also think they will be likely to read something that is posted at midnight, or attend an event later in the evening? Probably not, so tailor when you send the info accordingly.
  • Where?:
    Where are they concentrated in? Suburbia? The big city? If you want to target the well-educated businessman, they could be concentrated in both geographic areas, which means you will need to tailor your message to specific issues affecting them.
  • Why?:
    Why do the do what they do/why are they motivated? Your messages need to tap into these factors. If you’re not apparently trying to help them fulfill their goals more effectively, the value in your PR efforts will be missed. Some  very common motivators are:
    –  Making more money
    –  Helping other people achieve success

Take the time to figure out who your public is and what makes them tick. Pick your media and your messages accordingly to leverage your public relations potential. Contact us if you would like some guidance through the process, or just need someone to implement the message.

You can get in touch through whichever means is best for you – like us on Facebook, follow us on Twitter and follow us on LinkedIn.

Translating Brand Experiences to Trade Shows

While trade shows are a great opportunity to meet other professionals in your field, it can be daunting to think of a great way leave an impression after show-goers leave your booth. Each brand wants to capture their essence and give something memorable. Still, whether you’re doing some last minute planning for OTC, or starting to think of ideas for next year’s trade shows, we have a few solid options that will actually be useful to your booth’s visitors. The best free things are the one’s that we use often – isn’t utility a quality you’d like to be associated with your business?

 

7900-04_LOGOTote Bags

These are always a great option – and the eco-friendly varieties available eliminate some of the waste often associated with freebies.

 

 

 

 

Sunglassesraybans

It’s always impossible to find your nice pair of sunglasses when you actually need them. A pair of sunnies are both economical, relevant and convenient (as no one minds keeping a spare pair of these in their car).

 

 

 

 

ibcGetAttachment-1(Good) Pens

Stick pens are great, but no one is going to go out of their way to keep it around. Want to increase positive feelings about your brand AND generate brand recognition? Give out pens with a nice grip, in an industry-appropriate color, because we always appreciate a trusty pen.

 

 

 

1732Mints

Networking and coffee are not the best mix. Assist networkers by handing out mint tins that they can keep in their pocket or purse. They’ll appreciate the helping hand.

 

 

 

 

 

 

It’s not too late to get products in time for OTC, so contact us if you need price quotes and assistance!

 

Please don’t forget to like us on Facebook, follow us on Twitter and follow us on LinkedIn for more updates on our business and ideas.

 


Founded in 1989 by Linda Freede, areas of expertise provided by LJF Marketing include public relations, graphic design, media planning, web page development, corporate branding, corporate specialty logo products and social media planning and support.

LJF Marketing provides full-service marketing communications support, serving local, national and international clients within a variety of industries. For more information, visit www.ljfmarketing.com or call 281-367-3922.

Essentials For A Well Stocked Sales Kit

Whether your ideal clients are large or small, consumers or businesses, a lasting impression is required to seal the deal. While you may think a Word doc printed on the company copier is a great tool for your sales team to use – think again. An equipped salesperson needs the added credibility of a professional looking company; quite frankly, a Word document won’t give them an edge.

 

Let’s look at it from another angle. How likely would you be to hire a candidate who didn’t wear a pressed suit or outfit to an interview, and then handed you a wrinkled resume to review? Of course, it’s highly unlikely they’d get the job.

 

A well-stocked sales kit is your company’s interview attire. It allows your salesperson to put their best foot forward.

 

Here’s what you need to button up your sales team before you even send them out.

 

Business Card – This is most essential component. It’s your salesperson’s best asset. Get business cards before you do anything else. Make sure to include all forms of contact – including all social media information.

Pocket Folder – Busy people often lose things. Make it easy for your clients to find all the information they need to know about you with a pocket folder.

Brochure – Repeat after me: I will not use Microsoft Word to create my brochure. A graphic designer will create a custom and unique brochure with room for a bio, list of products/services offered, contact info and anything else that’s important to you. Have it professionally printed. You’ll likely get more results if you take time to present your customers an informative and visually appealing representation of your company.

Case Studies – These go in your pocket folder, with your brochure. They are the evidence behind everything the salesperson is saying and are a useful reference during a meeting if there are specific questions. A client list may also be included.

Product Sell Sheets – Perfect to shed more light on your specific product offerings, inserts can be, well, inserted based on which products your client might be interested in. That is, they make it easy to give them the necessary information, but give you the flexibility to choose which products to spend time discussing. This way, there’s less of an overwhelming amount of information and more discussion.

Your Story – Connecting to your client is key to effective communication. Include the history behind your business, where the idea came from, or interesting details that make your story personal, relatable, and honest. This will help with helping your client feel more connected to you and your company.

 


 

LJF Marketing has in-house design capabilities and printing options, so please contact us if you’re interested in tailoring any of the above sales collateral to your company’s unique vision.