Market Branding Advertising With TV – Cheap Brand Marketing, Self-Promotion, Brand Management

Do you ever advertise?

Do you run a newspaper classified ad? Hammer bandit signs to telephone poles? Slap a magnetic sign to your car door? Print business cards?

Becoming “known” when you’re “unknown” is a formidable challenge.

Every business and profession knows it’s essential to survive and succeed.

And the whatever business or profession is “best-known” makes the most income! That’s Marketing 101. That’s Advertising 101. That’s the mantra of the Harvard MBA.

But how can you most-efficiently move from Unknown to Unforgettable?

How can you best evolve from Nobody to Somebody?

The obvious answer is TV!

Exposure on local or national TV brands everyone from criminal to celebrity, and everything from coffee to cars.

“Coke” is so branded over such length of time that you can catch just a glimpse of that curved bottle even without the logo turned toward you…and you instinctively know it’s “Coke!”

And does that branding pay off financially?

It doesn’t take the MBA graduate to know!

Suppose you could become so branded that everyone in town (or even across the nation) knew you and what you did?

Well, the fastest way to do it is with TV advertising and marketing.

But who can afford it?

Before the Internet, TV branding was stand-alone marketing. And very expensive.

But an inexpensive Internet web site online combined with cheap :15 second TV promotion offline suddenly levels the playing field for even the smallest business, profession and entrepreneur who understands the “how!”

The media is already using the concept.

Newspapers use it with their online web sites. “America’s Most Wanted” TV show describes the details online. Even local TV news carries the expanded story on their web site.

Why don’t you use this same “cheap” technique?

This personal branding methodology using the power of television is so “cheap” that it can cost less than a newspaper classified ad!

TV branding can “sear your image indelibly in the public eye” using prime-time network affiliates, regional cable stations, and FCC-mandated “leased access” stations.

Right now, you can use TV branding in the huge metropolis of L.A. for nightly 30 minute infomercials at the cost of only $1500 per month! That’s “cheap!”

Personal Brand Marketing – Brand Buzz 101

I understand the importance of visibility. As a small business owner, being “known” can be the difference between a steady flow of revenue or closing your doors. Yet, being visible is not enough. Being remembered is most important and means you occupy some prime real estate in the mind of someone. Garnering “share of mind” means that you somewhere along the way they sampled your character and competence and you became memorable.

Marketing, by definition, is creating an exchange environment. For an individual, that could mean exchanging a referral, speaking positively on your behalf, a promotion or an introduction. Branding, by definition, is an emotion or image tied to a product. YOU are the product. Even in businesses, people are the brand and define the company, more than any mere mission statement hanging in the lobby. So, how does an individual create “buzz” for their brand for visibility and more importantly to be remembered so that they can develop credibility?

1. Know what makes you unique.

Whether you’re job hunting or wanting a position on board of director’s, you need to confidently know what value you bring to the table.

2. Get really good at communicating what makes you valuable.

Ninety-three percent of communication is tone and body language. Spend time on the words so that what you say and how you communicate are congruent with your value. Yet, know that communication includes your image, the way you present yourself, your workspace, your phone skills and even your lunch meeting etiquette. They must all be congruent with what makes you valuable. Any discrepancies will jeopardize your credibility and could produce negative word of mouth which is a problem that I will address in future articles.

3. Manage that communication.

If you’re creating “buzz” around your brand, it will require you proactively managing the communication. For example, if you’re new to a company or a position you will need to build a credibility wall. Yes, a physical wall if possible. It showcases every plaque, certificate, service honor, licensing, certification and degree you’ve received. This wall is your visual third party testimonial on the character and competence of your brand. Since that wall cannot travel with you, make sure that anytime you’re honored for volunteer service or recognized for a contribution that a copy of the “thank you” letter, note or card be placed into you personnel file.

Even if you’re on your own, these “proof of credibility” tools will take you far. As the vice president of a business fraternity in college, I booked speakers to speak to our fraternity for professional development. I asked each of them to write a letter for me about their experience working with me so that I could include that in my personal portfolio. Many of these speakers went on to become regional directors, chief operation officers, chief financial officers, company presidents and further that my portfolio has become quite valuable. Actively “buzz” your brand! Doing that will develop credibility; credibility will lead to influence; and influence with lead to leadership.

Article Marketing – Brand Yourself Online – Use Articles!

As a network marketer, are you branding yourself as an expert in your field? OK you are probably just starting out in online marketing, so you may not really feel like you are an expert in anything. But in online MLM, there is a compelling need to brand yourself as someone who CAN and WANTS to help people with their business. If you are not projecting yourself as such a person yet, that may just be the biggest reason your lead generation and recruiting efforts are yet get off the ground.

The easiest way to get people to join your business is to find out what needs people are having, and then offer sound solutions to these needs. It works better than the “join my business” approach which most marketers have been using without much result. The purpose of this piece you are reading is to show you how you can use articles to brand yourself as a leader or expert.

Articles have a great potential to brand you as a leader in your market niche. The main reason is because the online marketplace is full of novices who are constantly searching for honest and authoritative information that they can use to build their online business. Thus if you constantly write and submit informative articles, or if your website or blog contains articles that offer practical help to home business owners, then be assured that you’ll command a niche following.

Not only will your audience be thrilled by your informative articles, many will keep coming back for more information and to pose their own questions, which they have become confident you are capable of addressing. So by creating an avenue where novice marketers can confidently come when they need information, you would have created a buzz around yourself and your business-your informative articles have turned you into an authority in that market niche!

Every marketer envisages a scenario whereby prospects keep calling them inquiring how they can join the marketer’s team. I am sure you do too. The way to achieve that is by constantly helping newer marketers with their business issues. Your prospects will have to see you as a master at what you do before you will start seeing good following.

So start writing very targeted articles today. Each should focus on one or two areas of your niche market. Thoroughly research whatever topic you are writing on. This will ensure that the information you give out will be up-to-the-minute and comprehensive. Nobody likes to waste time reading articles that are shallow in nature, one that merely glosses over a subject. On the other hand your articles shouldn’t be too long. 450-750 words is the recommended length.

Besides having as many articles as you can at your website, it is especially important that you write and submit many more articles to article websites like GoArticles or Ezinearticles. It is in fact these ones submitted to ezines that will get you the most exposure and self branding. What usually happens is that these submitted articles, when published, are syndicated by these websites in such a way that your articles will appear in numerous internet search engines.

As a result, when people go searching for stuff related to your niche, they will come across your articles. And because your articles contain link to your website, readers are able to visit your site and get to know your business opportunity better.

Branding yourself as a leader is imperative if you must grow your online business. Article marketing is one of the surest and easiest ways to achieve this. If you do it right, the result will be increased traffic and free leads for your business.

How Sales, Marketeing, Branding & Digital Dysfunction Are Dragging You Down

Getting sales and marketing to talk to each other may feel like torture, but it has never been more critical – especially for the more than 5 million mid-market industrial and B2B companies in the U.S.

The digital age and a host of technology developments have exposed four major flaws in traditional B2B marketing practices:

• Lack of coordination between brand, sales/marketing and digital activities

• Dedication to sales at the expense of marketing

• The slowness of firms to focus their online voice

• Failure to recognize that the internet has changed the sales dynamic

B2B companies are struggling to leverage the internet to sell and grow. Unlike consumer product companies, they’ve been slow off the mark in the digital race due a traditional but flawed rationale that branding and digital communications can’t really help their ‘relationship’ style of selling.

What’s become glaringly obvious is that three core marketing functions – brand, sales/marketing and digital communications – don’t behave as if they have anything in common. Worse, they don’t work together to build equity, share of mind, customer loyalty, or sales for B2B enterprises.

The open secret always was that sales and marketing were never really very integrated. In some firms, they didn’t even like or talk to each other. Not to mention that in many B2B firms, ‘sales and marketing’ actually means ‘sales.’

But because the internet has made company ‘walls’ ever more transparent, there are few secrets. Employees complain, whistle blowers whistle, bloggers gossip, e-mails get forwarded, the news media investigates, and your customers actually know all about you – your product benefits and even your prices – before you ever hit their door. So what are you actually selling?

When a company’s brand, its sales force, and its digital activity aren’t in lockstep, customers notice. At best, customers scratch their heads at this lack of coordination; at worst and more commonly, firms are losing credibility, customer satisfaction and opportunity because they can’t get their act together.

In 2014, Forbes Insights published, Breaking Down Marketing Silos: The Key to Consistently Achieving Customer Satisfaction and Improving Your Bottom Line.

Forbes noted that the challenges with marketing silos mean:

1. Each silo may have its own brand vision, creating a disjointed experience and message for the customer.

2. Team incentives may motivate some team members to exploit and damage the brand in order to boost short-term sales.

3. Poorly integrated teams suffer from inadequate cooperation.

4. Silo interests stand in the way of programs that require scaling.

5. Key growth areas such as digital are not scaled because they are dispersed across silos.

6. Success in one silo is leveraged slowly into others, or not at all.

And not listed, but in the mix: Inconsistent customer experience across divisions and functions.

The good news is that with the right market data, the marketing function is uniquely positioned to lead the charge for integration in the name of better service to the customer. Forbes pointed out why marketing is primed for a leadership role in integration:

1. Marketing brings an outside point of view.

2. Marketing can articulate the unique truth of the company and what differentiates it within the marketplace.

3. Marketing can communicate the product and value-why products are relevant to customers in different ways, identifying segmentation in the market.

4. Marketing creates compelling stories for rallying employees and making an emotional connection with customers.

5. Marketing is a strategic seat at the table; there is no other department that can see such a company panorama and bring those perspectives together.

To overcome the silo issue, the report concludes by offering best practices for CMO’s:

1. Replace competition and isolation among silos with communication and cooperation.

2. Consolidate when necessary.

3. Act as a facilitator, establishing frameworks, encouraging collaboration through teams and knowledge hubs, and upgrading marketing talent.

4. Think like a consultant: create company-wide insights, train marketing talent and participate in strategy development.

5. Secure access to the C-suite. Teradata found that marketers with executive responsibilities are almost twice as likely as others to believe that there are no barriers to interdepartmental integration.

6. Force integration. In Teradata’s study, marketers say the best way for marketing to become more intertwined with other functions is to set up integrated processes.

For some firms, these are lofty marketing ideals. But there are practical steps smaller companies can take to force different thinking and action. But there are practical steps smaller companies can take to encourage different thinking and action. One is to use research and market data strategically – know the customer better than anyone else. A second step is to stop planning functionally and start planning via a ‘communications & experience canvass.’ What does the customer need to feel, see and hear? How do we ‘behave the brand?’ Who is responsible for delivering that? What are the methods for delivery?

In short, turn the silos sideways. With this framework, suddenly a lot more people see and serve their responsibility to serve the customer – including functions such as accounting, help desk, order fulfillment and e-commerce managers, and the c-suite.