All advertising should result in immediate sales is the underlying expectation. The expectation is unrealistic and we try to explain why building a brand is important with these examples.
Category Archives: Branding Strategy
High velocity B2B New Product marketing: Ignore 5000 prospects
High velocity B2B marketing is critical for new B2B products, whether launched by innovative start-ups or by established organizations. You want to have a significant customer base for your new product as soon as possible. Market Segmentation is that early step in marketing strategy that urges the marketer to focus resources for results. In aContinue reading “High velocity B2B New Product marketing: Ignore 5000 prospects”
Fiat needs re-positioning after Pope’s endorsement
We had celebrated the election of Pope Francis in an earlier post and it is a joy to see the”kindness” impact he has been having in the world for not just Catholics, but all people. The Papal visit to the US created an amazing buzz and his using a Fiat is a big celebrity endorsementContinue reading “Fiat needs re-positioning after Pope’s endorsement”
What Google AdWords cannot do for you: Customer Engagement
A question that we get asked often is : ” Can Google AdWords help us get customers?” Our short answer is “Yes” and then in deeper discussion … the but –starts coming in. Google AdWords (or any other form of advertising for that matter) cannot engage your customer after they arrive at your website. WhatContinue reading “What Google AdWords cannot do for you: Customer Engagement”
If you are not in it – you can’t win it: Advertising and the “Consideration Set”
A common question we get asked is : “How do we get into the “consideration set” of our target market?” The consideration set is the number of brands the customer will consider buying and is also called the evoked brand set. If your customer is looking for your product or service, your brand must comeContinue reading “If you are not in it – you can’t win it: Advertising and the “Consideration Set””
Why and How you should track your email marketing campaigns in Google Analytics
Compared to direct mail, email marketing is much easier and far less expensive. However, observe the time it takes you to open a direct mail credit card piece from a major hotel (pictured above)… our guess is at least 10-15 seconds to find the letter opener and open the envelope, 5 seconds to flatten outContinue reading “Why and How you should track your email marketing campaigns in Google Analytics”
B2B Buying Center members getting younger
If you have enabled demographic reports on your B2B marketing website in Google Analytics, you would have noticed it: there are lots of visitors from the 18-24 and 25-34 age group. We would not be surprised if you sell some non-glamorous industrial product (eg. valves or switches.. with no offence to readers from these industries)Continue reading “B2B Buying Center members getting younger”
Assume that customers Googled your product
According to research by Google, 97% people search online before deciding to buy from a local business. Ask yourself this one question and you’ll realize the extent of this problem (or opportunity) depending on how you frame it: Question: When was the last time you watched a movie on TV without checking its reviews?Continue reading “Assume that customers Googled your product”
Why treat your Digital Advertising spend as an unused Gym membership fee?
Just as the holiday season is getting underway in the US with multiple parties to attend, people are eating and drinking more than they should. At this time 2015 seems just round the corner and everyone is firming up the "join the gym" resolution for 2015. Wait… you realize that you already pay a monthlyContinue reading “Why treat your Digital Advertising spend as an unused Gym membership fee?”
Free Brand Awareness on YouTube: Add a 3 second clip of your brand
If you got your brand in front of your audience, before they skipped, there is data that supports that many YouTube viewers would simply search the brand later and arrive as organic visitors on your website. In other words, folks would simply skip the Ad in 5 seconds and get to the video content that they want to watch. If you can get your brand and URL to them in the first three seconds, it would help- a lot