by admin | Oct 7, 2014 | Blog, LinkedIn, LinkedIn Training
If you are the owner or founder of an SME (Small and Medium Enterprise) or are the person responsible for sales or business development in any size organization then your reputation – your personal brand is paramount in your personal success and the success of your organization.
‘Brands are like people’ is an analogy often used to describe the companies they represent.
Virgin is the brand built by Richard Branson and the two are hard to separate. Consumers buy into the personality of the founder and what it represents and promises.
In many cases however ‘brands are people’ – every celebrity is a brand, from Oprah to Dr.Phil, to rock stars and actors to sports people like Beckham.
Business brands take on or communicate the values of their founders. This is especially true for start-ups and new businesses, professional services firms where the names of the founding partners make up the brand names. Although this is not the best way to brand your services business this is still the dominant reality for many.
So the brands are designed and communicated by people. People, especially in services industry is who we all buy from! So it makes sense that ‘these people’ have an optimal representation of who they are and what makes them special in the place where it matters most, the place where positive perceptions are formed – online!
Your online identity and representation is made of your online assets:
- LinkedIn
- Twitter
- Facebook
- Blog / Website
- YouTube Channel, etc
The most important of these in the SME (B2B & Professional Services) is LinkedIn, and we’ll cover this next.
For a Free and No Obligation Discussion about your specific needs contact us today.
by admin | Sep 22, 2014 | Blog, LinkedIn, LinkedIn Training
LinkedIn, is the most exciting of all social media and one that is not being used to anywhere near its potential by 95% of users.
In fact it is the greatest Personal Branding, PR and Business Development Tool for B2B and Professional Services since…EVER!
With LinkedIn you can:
- Take control and promote your personal and company brand
- Promote all of your online marketing assets from one central location
- Be proactive in the way you network
- Headhunt, recruit and be headhunted
- Develop new business and maintain / improve existing relationships, generate leads and accelerate sales
- Advertise – reach an exclusive, well educated and highest income demographic online, with laser sharp accuracy
- Ask for advice, the ultimate in ‘crowdsourcing’ from those best qualified professionals
- Find experts and partners
- Increase your personal productivity
- Conduct extensive research on industry trends, consumer opinions, companies and individuals
- Conduct reference checks
and much more!
For a Free and No Obligation Discussion about your specific needs contact us today.
by admin | Nov 18, 2013 | Blog
Marketing consultants like to observe company brand positioning and how it changes over time.
We like to compare the efforts of those companies with explicitly stated brand positioning against those that imply their brand positioning and do not use a positioning statement.
As a business owner or marketing manager it pays for you to watch these very things.
Marketing consultants like to watch the progress of companies and how they communicate with their target audience – how their positioning allows them to make their message stand out through creativity because marketing consultants start most new engagements by reviewing the positioning of the brand they are going to work with.
Nowhere is this comparison between brands easier to make than in the medium of print, especially when one is on a plane, killing time reading an inflight magazine. Here’s my exploration of a high interest category – men’s luxury watches.
The following ads provide a gamut of the good, the bad and the ugly of brand positioning and creative communication:
FREDERIQUE CONSTANT
“Live your Passion”
The positioning statement slogan of this brand together with the vintage classic car – says follow your dream and tells me this is a watch for leaders not followers, people who are into style which is timeless rather than fashion which changes.
The short copy explains the features of the watch, namely it’s display of lunar phases. Would you pay $4,500 or if that makes you a lunatic I cannot answer, but the ad certainly gets my attention and tells me what the brand is about, which is important as I and assume many of the readers have not come across this Swiss before.
BALL/BMW
“Engineered for Perfection”
Not sure whether this is the official slogan / positioning for this Swiss brand or just a headline for the ad, but the ad backs up it’s claim of evolution by telling me about it’s revolutionary anti-shock and illumination systems.
The design tie to BMW is obviously an attempt to target the carmaker’s well to do target audience and tap into the equity of the global German brand.
ORIS
“Real Watches for Real People”
This well known Swiss has at first what seems like a great slogan / positioning statement but is it?
It only takes a second for one to ask:
- Are all other watches not real and are all non-Oris wearing people fake or do they simply not exist?
- Do only real people go scuba diving to depths of 500m?
Maybe for this product Oris should have focused on the diving enthusiasts instead? The slogan really has the potential to irritate non Oris owners rather than inspire them to purchase one.
RAYMOND WEIL
“Precision is my inspiration”
Probably the most well known of the lot, this Swiss probably thinks that their brand name and product shot is enough to grab attention. They do provide a QR code for more information on the product and maybe this is enough, however I can’t help but think their slogan means much more to their marketing team and advertising agency than their actual target market.
Precision may impress someone, it maybe something we rely on, but “inspire”…really?
TUDOR
“Watch Your Style”
A bit lame and cutesy when you think about the target audience. Telling them they “need style” is almost offensive. The attempt at building on the 40-year history is also not something that will win over the prospective buyer when most of the category players have 3 times that under their belt! At least the watch itself, the ad, and its placement on the back cover of the magazine will get attention.
SEIKO
“Dedicated to Perfection”
The positioning statement / slogan for Seiko and “You are the Power” – the slogan for the watch model “Kinetic”
The first non-Swiss in our evaluation, presents a real problem – MIXED MESSAGES! And based on my limited understand of watches there are plenty that are “self-winding” although this maybe a real point of difference in the non-Swiss category at a price point that is much lower than most of the European rivals.
BULOVA ACCUTRON
No slogan
This advertisement tells me that this is the first Swiss Made automatic time piece – still not sure of what this is, even after a quick look at Wikipedia, the biggest issue I see with this ad is the actual product – a watch that you have to tune yourself, but that’s only me… If I were to part with a small fortune, this would be the last thing on my mind. If I were the ad agency I’d be focusing on other features of this timepiece.
JAEGAR-LE COULTRE
“You Deserve a Real Watch”
Again pretty lame for a slogan, which is not in any way supported by the copy in the advertisement.
The headline is catchy and the watch features certainly make it unique, but does it mean that the watch that you currently own is not a real one? It appears the functionality (or gimmick) of dual faces is enough point of difference and what constitutes a real watch for them.
PARMIGIANI
No slogan
This double page spread feels like a waste of space. They could say something, tell us a story, inspire us, and explain why this is a classic timepiece, but all we get is 3 features, none of them terribly exciting in my humble opinion: rose gold, automatic movement, and a Hermes alligator strap.
No headline, just the brand name, oh wait the headline / slogan maybe in French, something about measuring and re-measuring to suggest precision, but that is only a guess, which means only the French speaking will get to understand this attempt to gain credibility in the category. A reliance on the style of the piece is all consuming from this advert, which makes me question why it needed the dps?
GRAVES LEGACY
No slogan
Ok, so this is probably an unfair comparison. A great, old fashioned Direct Response advertisement.
A brilliant headline, great copywriting telling a very interesting story that delves into a fascinating time in history – the roaring 1920′s and the rivalry between two of the world’s richest men!
Of course in this type of advertisement all features of the product can be described in great detail and I couldn’t help but read this ad from start to finish. Would I buy a replica? Probably not, but for at least 10 times less than the average price of a premium Swiss timepiece, I bet a few will, just for its value as a conversation starter and general trivia.
Marketers are often divided about Direct Response and Brand type ads.
All these adverts were in a monthly inflight magazine, which is premium print cost; many of the placements appear to be quite similar in layouts, which is normally fatal in a branding campaign where you are telling your story. Some too are actually uninspiring or uninformative which draws me to the conclusion that they are not likely to generate great results but are here because the competition is.
I believe there’s no reason that branding should be separated from creating immediate demand – both are possible with a bit of planning and creativity!
by admin | Aug 23, 2013 | Blog, Strategy
DIY Marketing and Hiring Marketers to work In-house is one of the biggest mistakes being made by many Australian small businesses.
Marketing, like most business disciplines is changing rapidly due to advancements in technology, media fragmentation, and the resulting change in consumer wants and behavior.
Increasingly, there are more marketing specialists than ever before and the decreasing number of remaining marketing management generalists have to keep up their knowledge across an increasing array of new channels and tools whilst managing more complex campaigns and measuring and analyzing increasing reams of data on an ever decreasing budget.
Marketers are struggling with issues around Loyalty, CRM, Big Data, Search Engine Marketing (PPC, SEO, Display), Social Media, Content Marketing, PR, UX, etc. And each of these distinctively different disciplines has at least 3-4 different broad areas before one even drills down to specialities!
| [download id=”41″ format=”3″] |
Outsourcing Your Marketing Infographic
Essential small business guide to hiring a marketing resource or outsourcing to a marketing agency |
Yet most SME Marketing Job Descriptions read like a mythical Marketing Super Hero, with marketing job descriptions for a Marketing Manager, Marketing Assistant or Marketing Coordinator encompassing vastly disparate skill sets.
Here’s a typical description for a Marketing Coordinator or Marketing Assistant in a company where this individual is the one and only marketing resource and hence a recipe for disaster, where he or she is expected to:
The simple truth is that these marketing superheroes do not exist except on resumes of individuals who need a job and tailor their CV’s to say so.
The sad reality is that most SME business owners do not know what they really need and end up “copy and pasting” from job descriptions they have seen. Due to the fact that most business owners are not professional marketers, they have no idea how to tell a ‘good’ applicant with the appropriate skills, in a few areas they are actually good at, from ‘bad ones’.
At the very best, the SME business owner hires someone who is good in 2 or 3 areas out of the 7 or 8 they have advertised for, effectively investing in a marketing project manager, who will still have to either engage outside marketing specialists or try to do it all themselves. The overall result, no matter which way you slice it, is at best mediocre.
The easiest way to understand this dire situation is to look at the marketing department of a bigger company, where the typical job description above would be performed by 2 or 3 different teams or at the very least 2 or 3 different individuals. Yet small business owners expect one person to perform miracles or worse still believe they can do it themselves.
Now don’t get me wrong, there are exceptions, success stories of entrepreneurs doing their own marketing and doing it brilliantly, but the key word is exceptions. In many cases these entrepreneurs have a marketing background and a real passion for marketing their business. This is not the case in general. Most people go into business to do what they love, being an accountant or an architect, a lawyer, a plumber, a gardener, etc.
According to the Mavenlink infographic Hire or Contract Your Marketing Department there are a number of key criteria that should steer you in the correct direction:
Here is a summary of the factors that would see you lean towards an in-house or hiring solution:
- Large marketing budget at your disposal
- Slow to steady rate of growth
- Very sensitive proprietary information
- Few Urgent Deadlines
- You prefer Day-to-Day supervision of all personnel versus a Results Only Work Environment
- You disagree that media communication has become too complicated.
qubePartners Outsourcing vs In-House Marketing Diagram summarizes the advantages marketing outsourcing can deliver to a small and medium sized enterprise.
| [download id=”41″ format=”3″] |
Outsourcing Your Marketing Infographic
Essential small business guide to hiring a marketing resource or outsourcing to a marketing agency |
For a free and no-obligation assessment of your marketing needs don’t hesitate to call us or alternatively in the first instance you can have a look at the Marketing Check document in our Marketing Resources section.
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