Marketing Your New Business Oklahoma
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Presented at the November Oklahoma Main Street Managers Training in Perry
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Marketing Your New Business Oklahoma
- 1. M arketing Your New Business Oklahoma Main Street Center November Program Managers Training November 3-5 / Perry, OK
- 13. Logos
- 14. Logos
- 15. Logos
- 16. Logos
- 20. Logo
- 23. Web Presence
- 42. Advertising
- 43. Advertising
- 44. Advertising
Notas do Editor
- A brand represents your existence, but does not represent your qualities. Image, however, has the added bonus responsibility of connoting something. It can represent you, but that’s not its primary role. Image says something about who you are, what you do, and how you do it. Image can say you’re cool. Image can say you’re fast. Image can say you’re reliable. Some real-life things you can actually apply 1. Brand is exclusive. Image is not. Erin sells bags. But she doesn’t call them bags. She calls them bagz. Why? Because that’s her brand. Even in casual emails, she refers to them exclusively as bagz. She also spells “dirt” with a “u”, making it “durt.” Durt + bagz = Durtbagz and my little red squiggly spell check lines go crazy. Also, her bags have made-up street signs on them. Nobody else in the bag industry is doing this. It is her brand. Her image, however, is cool. Her image is functional but still wearable by people under 50. Her image is low-maintenance and down-to-earth. Her image is “we understand what college kids want.” Durtbagz with the Z and the U and the street signs is a brand. Cool, functional, low-maintenance and down-to-earth is her image. Nobody else can take her brand. Lots of people can take her image. This is why you need to have both. 2.) The line between brand and image is often very, very fuzzy. Your brand can contribute to your image and your image can shape your brand. It’s kind of cool if they can intersect, but it’s not necessary. They probably shouldn’t actively conflict but you shouldn’t worry too much about it beyond that. You’ll want to take typeface, illustrations, and color schemes into consideration when building both your brand and your image, but we’ll talk about those later in the week. 3.) The most important thing to remember about both branding and image is consistency. With a few exceptions, it doesn’t really matter what you present, as long as you continue to present it. If Erin all of a sudden decided to start selling upscale laptop cases, people would wonder what the hell was going on. If you went to her site and saw the blog section called “Dirty Laundry” instead of “ Durty Laundry” , you would be confused. Does it really matter that she chose a “U” instead of an “I” when creating her brand? Does anybody really care? No, but it’s her brand now and it works. She didn’t need to hire a marketing company to do a research survey to discover that 78% of college students preferred “durt” to “dirt”. She just made a call and stuck with it. As the week goes on we’ll talk more about what makes up a brand and image and how to keep your consistency. Fire questions in the comments if you’ve got ‘em. In the meantime, I leave you with… Image consists of how people feel about your business or product. When many people perceive an image in the same way – a brand is born. Brand are recognized visually.
- Brands are what make people frequent chains. They know what to expect.
- Ultimately, it is your brand story that helps you answer that most fundamental of all questions: “Why?” Why do you decide to make one decision and not another? Why do your customers need you? Why is it that you’re better able to meet their needs than anyone else? Why does your logo look this way? Why do your press releases read the way they do? And most importantly to marketers and managers alike: Why would someone make that critical decision to use your products and services over those of anyone else?
- Ultimately, it is your brand story that helps you answer that most fundamental of all questions: “Why?” Why do you decide to make one decision and not another? Why do your customers need you? Why is it that you’re better able to meet their needs than anyone else? Why does your logo look this way? Why do your press releases read the way they do? And most importantly to marketers and managers alike: Why would someone make that critical decision to use your products and services over those of anyone else?
- Logo is the visual representation of your image and brand
- 1. The Look and Feel of your site should be attractive and well branded to match both your online AND offline marketing. 2. You site Navigation should be simple, intuitive and appear in two places on your site. You should be able to link to any page from any other page. 3. Your Content should be UP TO DATE! Use brief text that is dynamic and full of keywords. Balance limited text with images that show the user instead of telling them. Video testimonials are a good way to gain favor for your cause. Remember WHO is important to your site and WHAT they want to gain from visiting. 4. Remember the Functionality of your site. Can users make financial transactions on your site – say, to give you money? Is there an in-kind donation form? Are you asking for their information when they are there so you can add them to your e-mailing list? 5. How is your Findability? Are you utilizing search engines to their fullest potential? Are you registered in directories? 6. Are you able to achieve Maintainability? If you aren’t able to get new information on your site in a quick and user friendly manner you may need to reevaluate your methods. 7. Check your Reporting often. See where people are coming from, when they are coming, how long they are staying. Some social sites have some of these features built in.
- Some things to remember on Ecommerce – shipping, handling, packaging – be prepared and don’t just jump in head first. It takes extra effort to be successful at Ecommerce. Once entering that world, your online presence is even more important – people will talk about you so you must be flawless.
- 1. Meta tags – use your keywords but limit them to 10 per page. You can change your keywords on each page and update them OFTEN. 2. Links – the more the better. One way links to your site are better than reciprocal links. (Google “links: www.yourwebaddress.com ” to find out who is linking to you). 3. Blogs – search engines love fresh content and blogs provide that. Be sure to register your site at www.technorati.com 4. Splash pages, required cookies, flash, frames and javascript can hurt your rankings. 5. Alternative text – web crawlers can’t read images, but they can read alternative text 6. register with directories like www.dmoz.org www.zoominfo.com and http://dir.yahoo.com
- On email marketing – great way to reach customers fast and cheap – HOWEVER, you must gain permission before you start emailing them and you MUST have an “opt out” plan Send coupons around special events – keep a “wish list” on hand for shoppers so people can come in and buy for them off that list Reward loyal shoppers