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One key part of being a great marketer is understanding how people think and knowing why they act the way they do. 10 principals.
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Which Social Network Should You Advertise On? Social media advertising is a great tactic to use to supplement your print advertising.

Displaying items by tag: Marketing

Wednesday, 22 September 2021 12:22

In 2021 Add More Value and Give Great Value For Money

Consumers need to be shown that something is good value by comparison, this can be done by developing strong Value-Added Propositions.

Value Transformation Creation

What Conveys The Value

We can add value to our services without adding anything physically to what we are selling. The perception of value is created through different things such as – decent service and also the way we present our products or packages. You can add value by creating a strong relationship with your customer, so you become more of a critical friend. It costs us very little and yet many companies ruin relationships and have to sell all the harder as a result.

We can also increase value by helping our clients save money in other areas, or at the very least, point out where you offer value compared to competitors, which could be linked to your package, price or your ease of access. Think about how this translates online. Any product or service that is bought online, saves the customer from venturing outside their door, saving time and money, so why do we offer discounts as well? Of course, digital business is the order of the day in a Coronavirus world, but you should point this saving out in the right way and at the right time.

Value for money is entirely subjective – and will be perceived differently by each individual.  We often hear the phrase ‘passing the value on to the customer’ without really knowing what it means. It is marketing speak, of course. It means either they are justifying a bigger discount or showing you what ‘Value for Money’ is being offered.

Consumers need to be shown that something is good value by comparison, this can be done by developing strong Value-Added Propositions.

For example, an advert may list ten ‘bullet points’ about a product. If we take these facts, and translate them into what they mean to the customer, the selling proposition becomes more powerful.

Air conditioning for your car does not translate as ‘enjoy a cooler drive’ – the true advantage is ‘you and your family remain cooler over long journeys, so you enjoy the journey more, have less complaints from children and arrive fresh and awake.’ This may sound like we are spelling it out, but in this time of hardship, buying decisions are made on quite literal translations from facts, into advantages. If we train our salespeople, customer service teams and their managers to understand this and speak with engaging language to potential clients, then the perception of adding value becomes a reality, even though we are giving away nothing more than we already did.

Ask Yourself:

  • How do we add value?
  • Do we offer great Value For Money?
  • How do we get that across, now?

Please contact us for free information, tips and assistance!

Written By: Jeremy Blake  Source: Reality Training

Published in More Market Share
Thursday, 22 July 2021 13:09

Welcome Them Back with Print

Make Your Business and Brand Stand Out as you Welcome Customers Back....

Welcome Back Floor Graphic

Welcome Them Back... with A Smile (Floor Grahics)


Peloton Opening Window Signage

Welcome Them Back... Before You Open or Re-Open


ASPAC Directional Signage

Welcome Them Back... with New Directional Signage


Wine Store Front Windows

Welcome Them Back... with A Cheer


Martins Family Farm Product Box

Welcome Them Back... with New Packaging


Jigsaw Puzzle Box

Welcome Them Back... with A Surprise


10 Percent Off Fitness A-Frame Signage

Welcome Them Back... with A Walk In Special


Get Moving Wall

Welcome Them Back... with Your Offer


Mt Seymour Welcome Pack

Welcome Them Back... with Mailed Information


Please contact us for free information, tips and assistance!

 

Published in More Success
Monday, 12 July 2021 12:11

Make Your Brand Stand Out

In retail environments, brands have just 3 seconds to make an impression on shoppers. Learn how to make sure your products catch buyers’ eyes.

Feed Me BC

6 Secrets to In-Store Marketing

As consumers, we’ve all been there: staring at a shelf fully stocked with dozens of brands’ variations on the product we’re looking for — whether it’s lightbulbs for the guest bathroom, treats for the pup, or bottles of wine for a friend’s housewarming party. It’s overwhelming, isn’t it? Even if we thought we knew exactly what we wanted, the sheer number of options in front of us gives us pause — and the way the products are merchandised may draw our eyes (and our dollars) to a new brand. In fact, research from the Shop Association reports that consumers are exposed to 3,000 promotional messages per day and a whopping 80,000 items in a given grocery store visit. How do we choose?

And more importantly, how do brands ensure their products are the ones that catch our eyes?

It isn’t easy. The same report finds that a consumer’s decision to stick with their go-to brand or buy from a rival takes, at most, seven seconds — and those competing brands have just three seconds to make an impression.

The key to ensuring your brand stands out from the rest? Powerful point-of-purchase (POP) displays. These are the end caps, shelf talkers, display stands, and other types of signage that highlights a brand’s products in order to sell customers on its benefits and value right there in the store. To ensure your brand’s POP / POS displays make your products stand out among those 80,000 competitors, we recommend following these six steps.

 

1. Speak to Your Audience’s Needs

Consumers generally aren’t looking for products with certain specs or features; they’re looking for products that solve their problems. Maybe that’s eliminating a pain point or making their lives easier in some way; maybe it’s boosting their self-esteem or impressing others or simply adding joy to their lives. As you create your POP / POS signage, and particularly the messaging it conveys, don’t lead with the latest bells and whistles but with the intangible value your product offers customers.

Additionally, be sure to consider the customer’s entire experience. While, ideally, your target audience is already familiar with your brand from your digital, direct mail and other advertising tactics, the shopping trip offers yet another channel to meet and engage with potential buyers during the customer journey. To make your brand stand out, devise ways to engage with consumers from the parking lot into the shelf with branded signage, POP / POS materials, and product coupons.

2. Design for the Specific Retail Location

When you’re creating display materials for multiple outlets — even multiple locations of the same store — remember that not all retail locations are created equal. Retailers will have different rules and guidelines. These guidelines could be based on space constraints. An elaborate floor display that looks beautiful in a large suburban location is likely to be a tripping hazard in a smaller store tucked into a compact, urban area.

Differing rules may also be driven by local laws. No matter how beautiful the design or how powerful the message, a store display that isn’t compliant with regulations is simply a waste of money. Consider working with a marketing supply chain partner that’s well-versed in retail parameters and industry regulations to ensure every piece of in-store signage is compliant and display-ready.

3. Keep Longevity in Mind

A torn-up, worn-out display is a turnoff to customers, so as you design your POP/POS signage, do so with durability in mind. Whether it’s a temporary display for the holiday season or a permanent installation, you’ll want to ensure it looks great as long as you need it to. Will it survive transportation and storage in pristine condition? If it’s a product display will it support the weight of the products? Will it withstand in-store traffic, including shopping cart collisions or purse bumps?

Additionally, you’ll want to ensure the display is easy to restock. Shelf-talkers that get in the way of shelf access or endcaps that are too complicated to easily refill may look great at first, but as product dwindles, they may not get refilled as often as necessary, leading to missed sales opportunities. (Remember, too, that if a display is complex to restock, it’s probably hard for shoppers to access as well and they may pass it by.) A durable, easy-to-maintain display will showcase your brand in its best light for a long time.

4. Ensure Prime Placement in Store

The real estate adage, “location, location, location” applies to in-store signage and displays, too. Once you’ve invested in high-quality, beautifully designed marketing materials, it’s important to ensure those materials are displayed where customers will see them. For example, the Shop Association notes that the sweet spot for signage height is between shoppers’ shoulders and knees. A sign that’s close to the floor isn’t likely to be seen, nor is an in-aisle ceiling dangler.

Also consider unexpected places to grab shoppers’ attention. Research says six in ten in-store purchases are impulse buys, so it may pay to place your displays in strategic places to pique those impulses. Place your products near the cash register to inspire last-minute buys, or near items they pair will with to entice customers. (For example, showcase your salsa on the chip aisle or package your spirits with fun bar accessories and coupons for popular mixers.)

(Note: Make that prime placement easier for everyone involved by ensuring your signage is delivered on time and easy to assemble.)

5. Minimize Production Costs

With tight marketing budgets and high ROI expectations, it’s important to ensure the costs of the POP / POS materials don’t outweigh their value. A savvy marketing partner can help find ways to minimize costs without sacrificing quality or effectiveness. Some of the levers you may pull to streamline costs include material selection, manufacturing techniques and complexity of design. Choosing a partner that gangs orders through “buy windows” and has a proven network of production facilities helps maximize economies of scale, saves costs, and minimizes risk. Knock-down displays — the kind that are shipped disassembled or flat and popped up in store — can save significant costs on packaging and transportation. The more creative you and your partner can be about design, materials, shipping, and ordering windows — without sacrificing quality — the more valuable in-store marketing will be for your brand.

6. Follow Best Practices for POP Display Design

Finally, to create POP / POS materials with maximum impact, be sure to follow the design best practices that are most likely to catch shoppers’ eyes and encourage them to choose your product. Select bold colors that both showcase your brand and evoke the feelings (comfort, safety, impulsiveness, etc.) you want buyers to feel. Select unique shapes that will stand out on shelves and against other displays, and ensure any interactive elements are intuitive for shoppers. Keep your messaging clear, simple, and easy to digest — and be sure your brand logo is on full display. Above all, keep the audience’s needs and experience at the forefront of the design process.

Please contact us for free information, tips and assistance!

Written By: Casey Rush  Source: One Touch Point Blog

Published in More Market Share
Monday, 07 June 2021 12:11

Colour Psychology

The psychology of colour is based on the mental and emotional effects colours have on sighted people in all facets of life. Did you know your surroundings may be influencing your emotions and state of mind?  Well, there’s a good chance that the colours in those spaces are playing a part.

Colour Psychology

The Emotional Effects of Colours

What is Colour Psychology?

The psychology of colour is based on the mental and emotional effects colours have on sighted people in all facets of life. There are some very subjective pieces to colour psychology as well as some more accepted and proven elements. Keep in mind, that there will also be variations in interpretation, meaning, and perception between different cultures.

Applying Colour Psychology to Everday Life

Did you know your surroundings may be influencing your emotions and state of mind? Do you ever notice that certain places especially irritate you? Or that certain places are especially relaxing and calming? Well, there’s a good chance that the colours in those spaces are playing a part.

In art therapy, colour is often associated with a person’s emotions. Colour may also influence a person’s mental or physical state. For example, studies have shown that some people looking at the colour red resulted in an increased heart rate, which then led to additional adrenaline being pumped into the blood stream.

There are also commonly noted psychological effects of colour as it relates to two main categories: warm and cool. Warm colours – such as red, yellow and orange – can spark a variety of emotions ranging from comfort and warmth to hostility and anger. Cool colours – such as green, blue and purple – often spark feelings of calmness as well as sadness.

The concepts of colour psychology can also be applied in everyday life. For example, maybe you’re planning on re-painting your walls or redecorating a house or room with a new colour scheme. Well, you might want to consider some of these suggestions about colorus and how they might affect your emotions and mood:

Psychological Effects of Cool Colours

Need to be creative? Want help getting those brain synapses firing? Try utilizing the colour purple. Purple utilizes both red and blue to provide a nice balance between stimulation and serenity that is supposed to encourage creativity. Light purple is said to result in a peaceful surrounding, thus relieving tension. These could be great colours for a home or business office.

Are you looking for a peaceful and calming environment? You might consider using green and/or blue. These cool colours are typically considered restful. There is actually a bit of scientific logic applied to this – because the eye focuses the color green directly on the retina, it is said to be less strainful on your eye muscles.

The colour blue is suggested for high-traffic rooms or rooms that you or other people will spend significant amounts of time. Another cool colour, blue is typically a calming and serene colour, said to decrease respiration and lower blood pressure. The bedroom is a great place to use these colours as they should help you relax.

Psychological Effects of Warm Colours

Want to create an environment of stimulation or whet people’s appetite? You might consider utilizing the colours yellow or orange. These colours are often associated with food and can cause your tummy to growl a little. Have you ever wondered why so many restaurants use these colours? Now you know why even after people watched the movie SuperSize Me, they said they were hungry.

You do want to be careful about using bright colours like orange and especially yellow. They reflect more light and excessively stimulate a person’s eyes which can lead to irritation. You also probably don’t want to paint your dining room or kitchen these colours if you’re a calorie-counter.

Pyschology of Colour for Marketing & Advertising

Marketing and advertising are well-known for utilizing colour psychology. The fact that some companies have heavily invested in this type of research and many others have followed through in its use shows they have at enough belief in the concepts of colour psychology to implement them in their advertising.

Colour is consistently used in an attempt to make people hungry, associate a positive or negative tone, encourage trust, feelings of calmness or energy, and countless other ways.

Most marketing and advertising executives will likely agree that there are benefits to understanding and utilizing the psychological effects of colours. Now let’s take a look at some of the more common traits of colour psychology, by some common colours.

 

Common Psychological Effects of Colours

The following are some common psychological effects of colours in the Western Hemisphere. Keep in mind that certain shades or tones may result in very different meanings. Also, the context around the colour, and even surrounding colours, can have an effect. Think of this as more of a beginning guide to colour psychology.

Colour Psychology: The Colour White
purity
innocence
cleanliness
sense of space
neutrality
mourning (in some cultures/societies)

Colour Psychology: The Colour Black
authority
power
strength
evil
intelligence
thinning / slimming
death or mourning

Colour Psychology: The Colour Gray
neutral
timeless
practical

Colour Psychology: The Colour Red
love
romance
gentle
warmth
comfort
energy
excitement
intensity
life
blood

Colour Psychology: The Colour Orange
happy
energetic
excitement
enthusiasm
warmth
wealth prosperity
sophistication
change
stimulation

Colour Psychology: The Colour Yellow
happiness
laughter
cheery
warmth
optimism
hunger
intensity
frustration
anger
attention-getting

Colour Psychology: The Colour Green
natural
cool
growth
money
health
envy
tranquility
harmony
calmness
fertility

Colour Psychology: The Colour Blue
calmness
serenity
cold
uncaring
wisdom
loyalty
truth
focused
un-appetizing

Colour Psychology: The Colour Purple
royalty
wealth
sophistication
wisdom
exotic
spiritual
prosperity
respect
mystery

Colour Psychology: The Colour Brown
reliability
stability
friendship
sadness
warmth
comfort
security
natural
organic
mourning (in some cultures/societies)

Colour Psychology: The Colour Pink
romance
love
gentle
calming
agitation

Source: Art Therapy

Published in More Market Share
Thursday, 13 May 2021 14:42

Project Managers, We've Got You Covered

Project Managers

Building on Our Strengths

Construction can be a stressful but highly rewarding profession. We know that currently the construction industry is experiencing some interesting challenges but also more opportunities than in 2020. With that, we'd like to ask Project Managers the following question: Besides the economy and supply shortages, what is it that you are the most worried about?
 
Are you most worried about getting your materials delivered to you on time? Finishing the project within the time frame? Proper installment and training of your employees and those contracted? The safety of everyone on site? Passing inspections?
 
We can't wave a magic wand and ensure that your materials will be delivered on time and you'll have the project done before the time is up, but we can help you lay the groundwork to ensure things go as smoothly as possible. Dominion Blue can produce site safety and Covid-19 signage to help protect those working on your site. We can cover the fencing and wood hoarding around the job site to help protect the materials and equipment stored there. Plus, we can print and fabricate a large variety of branded display signage to help with the promotion and marketing side of the project. We can even install the signage.
 
It doesn’t end there because we’ve taken plan room document management to an entirely new level with our View Share Print Ports, allowing you to manage not only your drawings and specification documents, but also your site signage and marketing materials; All in a secure and powerful online portal which only you and your authorized contractors will have access to. It’s convenient and easy to use.
 
Please contact us for free information, tips and assistance!

Source: Written By: Dominion Blue

Published in AEC News

Uber and Lyft drivers are just 1 click away, Amazon offers free same-day delivery, and Deliveroo can get us food from our favorite restaurant in under 32 minutes… Gone are the days in which consumers agreed to invest effort and wait to be served. In a fast-paced world, we look for consumption that is time- and labor-saving.

Fast And Easy

It’s All About Convenience

What matters to consumers is the time and effort they have to expend – the less, the better. ‘Fast’ and ‘easy’ are keywords that should be high on any marketer’s agenda. Take the example of Uber. Its success is not based on a strong emotional connection with customers. What makes the platform so successful is captured by a single word: convenience. Uber’s interface is intuitive and user-friendly. You open the app, type in your destination and immediately receive pricing information. Upon agreement, a driver is immediately connected to you and knows where to pick you up. Reaching your destination, you just get out of the car and Uber charges your credit card automatically.

So, what is convenience then exactly? Academic research by Len Berry and colleagues in the Journal of Marketing suggests that there are five different levels of convenience.

 

1. Decision Convenience

The first is decision convenience or the time and effort needed to make a purchase/consumption decision. A great example here is Netflix’s recommendation system, driving more than 80 per cent of content watched on the platform. To avoid subscribers getting lost in the vast library, the company goes to great lengths to serve up its content in the most fun and easy way possible. The success is undeniable with Netflix being the dominating streaming platform of the moment.

2. Access Convenience

Second comes access convenience or the time and effort needed to get hold of what is desired. Chinese Hema Fresh puts strong emphasis on this dimension. Being part of Alibaba’s new retail concept, the highly popular grocery chain seeks to integrate the best of offline and online. Hema, among other things, has an in-store on-demand kitchen (just like Whole Foods), is able to deliver any order under 30 minutes within a specified delivery radius (just like Instacart) and sells pre-packaged meal kits to make consumers’ lives easier (just like Hello Fresh). At the basis of this model is a sophisticated and data-driven logistics systems, setting the example for the entire retail industry.

3. Transaction Convenience

Third is transaction convenience or the time and effort needed to pay for products. A prime example here is Amazon that put an easy and transparent payment experience at the core of its business. Its new Amazon Go stores even go further and remove any checkout hassles by automating the payment system, completely eliminating the cashier and waiting lines. The successful concept is set to grow to as many as 3,000 new U.S. stores in the next few years, while also expanding to other countries worldwide.

4. Benefit Convenience

Fourth is benefit convenience or the time and effort needed to consume the product. Consumers today are looking for simple and efficient consumption experiences, allowing them to make the best of their time. The popular navigation app Waze, owned by Google, offers its users such a simple and intuitive user interface, providing highly contextual information like traffic, obstructions and other hazards to minimize travel time. In 2016, Waze partnered up with Dunkin’ Donuts, a U.S. coffeehouse chain, and integrated an ‘Order Ahead’ function. Wazers, as Waze calls its user base, may order coffee within the app and speed past the line when picking up their order inside a DD restaurant.

5. Postbenefit Convenience

Finally comes postbenefit convenience or the time and effort needed to deal with such factors as product maintenance, exchange or failure recovery. One example here is Tesla’s mobile service teams allowing cars to be serviced when and where customers are in need. More recently, the U.S. carmaker introduced an automated service feature allowing Tesla cars to order parts that require replacement on their own. Doing so, Tesla reduces the time needed for car maintenance and proactively prevents any failures.

 

Pushing the Convenience Bar

To successfully interact with today’s hyper-connected and impatient consumers, marketers should be obsessed with delivering ‘fast’ and ‘easy’ solutions to customers. But how?

Regular audits to understand improvement points along the entire customer journey are recommended. A strong customer mindset should be driven by questions like What is it that customers are looking for? How can we further enhance/simplify the customer experience? What levels of convenience matter most? A deep understanding of customers based on solid metrics and a thirst to experiment in search for better customer solutions are key to any organization seeking success. Netflix is well-known for its continuous use of A/B-testing to optimize the platform’s interface. Any major change to the Netflix experience is preceded by extensive testing. Nothing is left to chance.

Artificially intelligent technologies now allow for cost-effective real-time service delivery, 24/7. Despite clear limitations still there, the growing occurrence of chatbots, personal (voice) assistants and humanoids at the service frontline is rapidly making real-time service delivery a minimum requirement to compete on the market. It is imperative for any organization to look into this exciting new world of possibilities and to see where technology can be used to enhance the customer experience. KLM, the Dutch airline, is fueling its customer service with AI to automate over half of all inquiries through Facebook, Messenger, Twitter and WhatsApp. The result? A doubling of its case volume and service agents freeing up time to focus on cases requiring a human approach.

While some marketers would argue this thinking does not apply to their industry, nothing could be more wrong. Take the example of Lemonade. The U.S. insurance platform is rapidly transforming a seemingly rock-solid industry. Their approach? The promise of a zero paperwork and instant everything. Lemonade uses AI to sign up customers and to evaluate claims, boasting it takes a maximum of 3 minutes from approval to payout. The result? A four-year-old startup valued at $2bn.

It is clear, no organization is free from the push toward higher convenience. Time to become ‘fast’ and ‘easy’! The Uber’s and Amazon’s of this planet won’t wait for you to catch up.

Source: EDHEC Vox  Written By: Arne De Keyser

Published in More Market Share
Tuesday, 29 September 2020 15:02

Business Resilience Resource Centre

In the face of a crisis or economic slowdown, resilient organizations ride out uncertainty instead of being overpowered by it...

Give Em What They Want

How Did Business Create Resilience During & After The 2008 Recession?

- - - - - - - - - - - - - - - - - - - - -

In 2008 we went through a worldwide recession and companies that implemented the strategy of resilience came back faster and even leaped ahead of their competition. Now Covid has thrust us into an equally challenging time. Find out how adopting resilience can help you though these unprecedented times.quickly.  access the resilience resource centre »

Source: McKinsey & Company

 

Tuesday, 29 September 2020 14:19

Building Resilient Enterprises

Building Resilient Enterprises

Companies can structure their organizations and decision processes for resilience by embracing six principles of long-lasting systems:

- - - - - - - - - - - - - - - - - - - - -

  • Redundancy buffers systems against unexpected shocks, albeit at the expense of short-term efficiency. It can be created by duplicating elements (such as by having multiple factories that produce the same product) or by having different elements that achieve the same end (functional redundancy).
  • Diversity of responses to a new stress helps ensure that systems do not fail catastrophically, albeit at the expense of the efficiencies obtainable through standardization. In business, this requires not only employing people from different backgrounds and with different cognitive profiles but also creating an environment that fosters multiple ways of thinking and doing things.
  • Modularity allows individual elements to fail without the whole system collapsing, albeit while forgoing the efficiency of a tightly integrated organizational design. Because a modular organization can be divided into smaller chunks with well-defined interfaces, it is also more understandable and can be rewired more rapidly during a crisis.
  • Adaptability is the ability to evolve through trial and error. It requires a certain level of variance or diversity, obtained through natural or planned experimentation, in combination with an iterative selection mechanism to scale up the ideas that work best. Processes and structures in adaptive organizations are designed for flexibility and learning rather than stability and minimal variance.
  • Prudence involves operating on the precautionary principle that if something could plausibly happen, it eventually will. This calls for developing contingency plans and stress tests for plausible risks with significant consequences — which can be envisioned and prepared for through scenario planning, war games, monitoring early warning signals, analyzing system vulnerabilities, and other techniques.
  • Embeddedness is the alignment of a company’s goals and activities with those of broader systems. It is critical to long-term success because companies are embedded in supply chains, business ecosystems, economies, societies, and natural ecosystems. Articulating a purpose — the way in which a corporation aims to serve important societal needs — is a good way to ensure that the company does not find itself in opposition to society and inviting resistance, restriction, and sanction.  read on »

Source: Harvard Business Review / Written By: Martin Reeves & Kevin Whitaker

 

Monday, 14 September 2020 15:09

Respond, Recover, Thrive...

The essence of resilient leadership: Business recovery from COVID

Respond Recover Thrive

Resilient leaders shift organizational mindsets, navigate uncertainties, and invest in building trust in order to develop a recovery playbook that serves as a solid foundation for the post-COVID future.

- - - - - - - - - - - - - - - - - - - - -

Whereas organizations used to describe agile change as “fixing the plane while it flies,” the COVID-19 pandemic has rewritten the rules of upheaval in modern times. Those of us leading any organization—from corporations to institutions to our own families—are not fixing the plane in midair, we’re building it. Times like these need leaders who are resilient in the face of such dramatic uncertainties.

The first article in this series described the essential foundations leaders need in order to effectively navigate through the crisis.1 Resilient leaders are defined first by five essential qualities of who they are, and then by what they do across three critical time frames: Respond, Recover, and Thrive.

As we progress into the Recover phase of the crisis, resilient leaders recognize and reinforce critical shifts from a “today” to a “tomorrow” mindset for their teams. They perceive how major COVID-19-related market and societal shifts have caused substantial uncertainties that need to be navigated—and seized as an opportunity to grow and change. Amid these uncertainties, resilient leadership requires even greater followership, which must be nurtured and catalyzed by building greater trust. And resilient leaders start by anticipating what success looks like at the end of recovery—how their business will thrive in the long term—and then guide their teams to develop an outcomes-based set of agile sprints to get there.

Resilience is not a destination; it is a way of being. A “resilient organization” is not one that is simply able to return to where it left off before the crisis. Rather, the truly resilient organization is one that has transformed, having built the attitudes, beliefs, agility, and structures into its DNA that enable it to not just recover to where it was, but catapult forward—quickly.  read on »

Source: Deloitte Insights / Written By: Bill Marquard

 

No one can do business with you if they don’t know you exist. In order for you to start making some traction in your business or to level up, you must invest in your personal branding, and work hard to get the word out...

Number One Marketing Problem

 

When Chic CEO was in its first year of business, I remember getting to a networking event after just leaving another and met a woman in the bar line - because #wine. We introduced ourselves and she said, “I see you everywhere.” It was the first time we had chatted, but she already knew Chic CEO. My business partner and I were on a mission, bound and determined to be seen.

Obscurity can be one of the biggest business killers to any venture. Here are some ways to step out and get known.

 

Niche Down, Down, Down And Find The “That’s me!” Response

Homing in on your target market is one of the very best things you can do for yourself and your business. When you can get super clear on who you work with, marketing becomes exponentially easier. I recently met a woman who is a hair stylist and she said she specializes in blonds with short hair. “That’s me!” I squeaked. Brilliant. I rarely hear of a stylist getting that specific when describing what they do. Cut, color, style, what else is there? Turns out, a lot. I didn’t realize that stylists niche down too, until that moment. She actually made me say, “that’s me!” and that’s marketing gold. The more specific you can get on who you serve, the easier it is to break out of obscurity and the internet noise.


Pick One Social Channel And Hit It Hard

Watering down your presence isn’t a smart strategy. Your audience might hang out in a few places, but chances are, the majority of them prefer one social platform over another. Focus your time in being ever present on that channel. Melyssa Griffin, a prominent blogger who teaches others to create profitable blogs, doubles down on Pinterest. Larry Kim, founder of Mobile Monkey, puts a lot of his effort into Medium. It’s not that they aren’t present on other social channels or platforms, but you can see they have found where their audience hangs out and they show up to that party. If you are working solo, your best bet is to stick to one social channel and hit it hard - so you can maximize effort with the little time you have.


Post Content Where Your People Are Hanging Out

To piggy back off of the previous point, you may notice that there are more people hanging out on platforms like Medium, than they are on your blog. When you are posting non-stop to your own blog with little traction, start posting where people might actually see it. There are many media outlets that allow you to write for them, or places you can post your content. Start pushing your message, ideas and value to platforms that already have an audience, rather than your blog where only a handful of people might see it.


Create Strategic Partnerships

Linking up with another business who has the same audience but an ancillary product or service can only help the both of you. Get creative on how you can promote each other to gain more awareness and value for the customers and clients you serve. Related: How To Create Strategic Partnerships. Find ways to create cross promotions, team up on events, help each other achieve the peak end experience or simply do some email swaps. Leverage each other to bring more value to your customers and benefit from the awareness it brings.


Become The Local News Expert

One of the fastest ways to get seen is through press. Press can be tricky, but the key is to provide value. Always provide value. When you are someone that the local press knows can give great tips on how to keep the kids busy for summer, or the proper way to stretch before a marathon - they will call you first. Be their trusted expert in your subject matter and they’ll think of you when something comes up.

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Worried there’s too much noise in the market for your business to cut through? In this clip, Seth Godin explains why the traditional idea of differentiation is selfish and shares his much more generous approach to market positioning that won’t make you want to stab your eyes out with a fork. Watch the full interview with Seth Godin here:

Seth Godin

Sources: Forbes / Written By: Stephanie Burns ... YouTube / Seth Godin

 

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