Brand Dots

Archive for May, 2009

In today’s economy companies are getting desperate!  Some of the most established companies have lost sight of the basic elements of a promotional campaign.  So, here are a few pointers.   Be sure to ask yourself the following questions before you hit the ground running:

1.  What’s the point?

Identifying your marketing objective is the first step to developing your promotional campaign.  All goals should be SMART: Specific, Measureable, Achievable, Realistic, and Time related.  You have to make your objective clear to everyone involved in your campaign so your team knows exactly what is expected and your final destination.  Is your goal to increase customer retention by 5%? Close on 5 new clients? Increase revenue by $2,000?  The possibilities are endless…but they should always be clearly communicated.

2.  Who’s your target?

Next, you’ve got to identify your target market.  You have to make sure your campaign is seen by the demographic that will benefit from your product most.  If your target market sees how your product will benefit them, they will be more likely to purchase your product of service.

3.  What do you have to say?

The whole idea behind a promotional campaign is to make customers aware of your product or service.  Your brand message should be consistent and clear. What’s your story?  What are your values, the core essence of your company, your competitive advantage?  The message that you send can affect the type of promotional media you will use-viral, internet, guerilla, radio, TV, etc.

4.  How much is it going to cost?

Marketers hate the “B” word. That’s right…BUDGET.  I know, I said it.  Sorry.  A marketing budget is actually a good thing.  It gives planners a guideline for what they have to spend.  It will also help you determine the type of promotional media you can afford to use.

5.  How are you going to mix the market?

You must then determine the mix that you will use to promote your product.  The marketing mix consists of the 4 Ps: Product, Price, Place, and Promotion.  Depending on your product or service, you may have to put an emphasis on one function more than another.  Identifying the correct balance for this mix may be the most important part of developing your promotional campaign.  You need to research the competition, conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, and determine how you will differentiate yourself.  You may also want to identify how the other (added) 3 Ps will affect your campaign: People, Processing, and Packaging!

6.  How long do you have to send the message?

When will your campaign start and end?  Will it be completed in phases?  As you set these time-oriented goals they should be measureable and realistic.  It’s okay if you have to reevaluate your goals as you make progress.   Goals must still be set.  It’s easy to put things off if you don’t have a clear goal for the completion of each task.  It may be most effective if you create a calendar that shows what will be completed each day until the campaign is complete.

7.  What’s the benchmark?

Finally, you must identify how the success (or failure) of your campaign will be measured.  How will it be evaluated?  There are several marketing campaign evaluation templates available online.  A good evaluation can help you determine how to keep your current campaign going and will give you insight on how to plan for future campaigns.

I love my DVR! Most people that have a DVR (Digital Video Recorder), can’t imagine life without one. They enjoy the convenience of watching their favorite shows when they want to, replaying good TV, and most importantly, fast forwarding through commercials.
Sources say that between 50 and 97 percent of DVR and TiVo owners fast forward though commercials. In 2006 DVRs threatened more than $8 billion of the $74 billion TV advertising revenue. I can only imagine that this figure has grown over the years.

I love good advertising just as much as the next marketing fan but, over time, I’ve felt like I’m missing out on viewing great commercials because of my DVR. These days, I find most commercials by surfing the web.So, what about online advertising? Are online ads more effective? Not according to AdWeek. They report that only 3 percent of people feel banner ads and search links leave a lasting impression viewers, compared to the 42 percent that feel TV advertising is the way to go.

I don’t think we should discredit online advertising. Technology is making it easier to reach specific target markets. Marketers can use social profiles and consumer search history to push products to clients that show common interests. And believe it or not, most consumers don’t even realize they are viewing an ad online when they see it.

What are your thoughts? Did DVR kill the TV commercial? Is online advertising the best alternative?

Many automakers have found success by expanding their product lines and targeting as many consumers as possible.  Take the Ford Motor Company, for example.  While most American auto companies are struggling right now, over the past 100 years, a great deal of Ford’s success can be attributed to creating a different model car for each type of demographic, consistently positioning each brand for their intended target market.

Ford has expanded their brand to include all target markets. This allows them to appeal to customers in many age ranges, income ranges, lifestyles, and demographics.  By targeting many different groups, they can appeal to all customers, capturing the whole market.

2008 Ford Shelby GT500KR

While each Ford brand has different car models that target specific income and age ranges, the following brands generally speak to these car-buying lifestyles:

Ford:  The Ford brand is an American icon.  They are known for offering a different model vehicle for every price, style, efficiency, work load, gas mileage, or muscle.  However, they are typically priced for the middle-class consumer that is interested in driving a sporty vehicle.  They are currently trying to position themselves as the hybrid leader in the American market.  Target age 18-50. Target income $30-100K.

Mercury:   More luxurious than the average Ford model.  Generally for middle aged, established adults who are looking for luxury and smooth easy driving.  Target age 35-50.  Target income $60-100K.

Lincoln: Each Lincoln vehicle represents sophistication and comfort.  They target successful men and women that want recognition for their hard work. Cars come equip with the latest technology and plush interiors. Target age 18-50.  Target income $100K+.

Volvo:  Geared toward the safety-conscious consumer.  Perfect for customers who enjoy the outdoors and traveling in comfort.  They are known as a family vehicle, as they offer solidity and reliability.  Known for targeting customers who want a classy, affordable car that can guarantee safety and comfort.  Target age 18-50.  Target income $60-100K+.

As you can see, each brand has it’s own unique personality.  Ford has been successful by consistently modeling each promotional strategy and car design after their target lifestyle’s preferences.

As you develop your own product and brand, think of whom you want to target.  Targeting Your Market can be simple if you know how to identify your potential customers and conduct market research. (Quantcast.com is an excellent resource for helping you identify the traffic going the websites for your favorite brands.) Next, choose a target market and compile a customer profile.  You’ll be most successful if you identify specific information about your target market’s age range, income range, educational level, interests and lifestyle.

Identify what your product offers consumers and what your competitive advantage is.   Which consumers will find your services the most beneficial and how can you reach them?  Be sure to send a consistent brand message that speeks to your target market.

About a week and a half ago, I wrote a blog post on Burger King’s Square Butts commercial so when I came across Burger King’s newest attempt at selling burgers…or in this case, Star Trek glasses…I couldn’t help but share it with you.  I think you’ll find it pretty humorous.

First of all, I am a huge fan of JJ Abrams, the director of the new Star Trek movie, Lost, Alias, and Cloverfield.  So when I saw that Burger King was partnering with Star Trek, I couldn’t wait to see what they’d do.  Burger King has hired Crispin Porter + Bogusky to do countless ads over the years.  After all, they were the minds being the creepy, plastic-faced “king.”

I have to admit that I’m a big fan of Crispin Porter + Bogusky.  They’ve done an amazing job thinking outside the box and have created some interesting and compelling ad campaigns for their clients. They’ve worked with huge companies such as Volkswagen, Microsoft, and Sprite, to name a few.  The only problem is that their attempt at humor is often so edgy that their ads get pulled from air.

This commercial is pretty out there but the publicity that it’s generating is creating a lot more conversation than what you’re reading or watching about the competition right now.  What are your thoughts? Have they gone to far…again?

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

Today I found an amazing website called Paper Beats Internet.  It was created by the Ontario College of Art and Design.  This college is using Internet marketing to promote their services.  Visitors to the site can post a drawing and other users can respond or comment on each work of art by posting a drawing in response.  

www.paperbeatsinternet.com

This is a perfect example of how an organization can build a sense of community among its target market and use interactivity to make their product interesting and fun!  I have a passion for art and design so I couldn’t pass up the opportunity to share this website with you.

According to Brandz Top 100 Most Valuable Global Brands 2009, Google is this year’s most valuable brand.  What I find fascinating about the Google logo is that it’s so strong that Google can change its appearance to a “Google Doodle” on a regular basis on their website and it is still easily recognizable and well known among all consumers.

There are a few things that we can learn from the Google logo.  It has key elements that make it iconic.

1. Color: The logo has a consistent application of color.  Google uses the same red, yellow, green, and blue colors in their branding.  The colors are vibrant.  They don’t look washed out or dehydrated.  A logo’s colors should be chosen because of their meaning and should convey the company’s image.
2. Shape: The logo is horizontal.  This makes it easy to read and legible.  Every logo should be appealing to the eyes.
3. Font: The text is clear, bold, and distinctive.  The font that Google chose is Catull.  They made it unique by giving is a 3D look.
4. Simplicity: This wordmark isn’t too complex to easily be reproduced.
5. Timelessness: This logo has been eternally recorded in the mind’s of consumers.  A successful logo should never go out of style and should be designed to mirror the organization’s image until the end of time.
6. Imagery: Google’s playful choice of color, font, and style mimic the brand’s image.  It represents their corporate culture.

Memorable logos communicate what the values of the organization are and what they promise to their customers.  A company’s symbol provides a summary of what their clients should expect.  They symbolize the company’s distinct characteristics and the reason why customers should choose them over a competitor.  Logos are one of the most effective ways to communicate what an organization is all about and it is evident that Google did a great job developing theirs!

I was at work the other day when a team member showed me this new Burger King commercial.  I don’t know what Burger King was thinking when they came up with this ad.  I am 100% supportive of using a parody of an old-school hip-hop song in a commercial but give me a break!  Sir Mix-A-Lot’s rap songs were controversial enough when they were played on the radio and I think this commercial has taken “the king” commercials to a whole new level of weird.

I have to admit the lyrics are funny.  However, they are a little inappropriate for children.  And after all, Sponge Bob is considered a kid’s brand.

The lyric that really made me cringe was, “Your girlfriend wants to squeeze him, Wanna push his pores and tease him.”  I don’t care if they are referring to Sponge Bob!  That’s just disgusting.

Moral of the story:  After you identify your target market, think long and hard about the right way to reach them.  Trying to be cool could backfire on you.

Do you think the controversy will help or hurt Burger King’s image?  They are getting a lot of attention right now, but is the negative press worth the risk?

Check out this slide show.  It’s 162 slides but it contains all of the information found in the book and you might learn a thing or two about branding.

 The Brand Gap is a book by Marty Neumeier that has become a very popular branding resource for marketing professionals.  It provides great advice on how to build an iconic brand.  It’s a quick read and well worth the investment.