Tag Archives: brand

Marketing Evangelists

What does the term marketing evangelists mean?
Evangelism marketing is more commonly known as word-of mouth-marketing, and relies on customers to deliver marketing messages to other potential customers. When someone recommends a certain pair of shoes that was comfortable, or a bakery that offers freshly baked breads at your door step, they are acting as “customer evangelists.” The challenge is convincing people to recommend a company in an honest way. Obviously, not every company can turn their customers into evangelists.
Marketing professionals are developing strategies to get others talking about their products and services in a positive way. These include everything from creating online communities for customers to interact, sponsoring events that help position a brand as part of a lifestyle. The goal of any evangelist marketing strategy is to find out how a brand fits into a customer’s life and making that fit as easy as possible. The more effectively a brand satisfies a customer’s needs, more likely they are mentioned to family and friends.

How does it work?
When customers are thrilled about their experience with certain product or service, they can become outspoken evangelists for that product or company producing the product.Such satisfied customers can become potent marketing force for the brand. In an already crowded market where dozens of companies sell similar goods, it is a joy to find a business that truly performs an exemplary service. Sharing shopping discoveries with a friend is like passing on secret knowledge, honestly.

How is it helpful for businesses?
Turning a customer into a mouthpiece for advertising is a marketing dream. As companies have grown and become more impersonal, marketers experience more challenges making meaningful connections with customers. Consumers want to buy products from businesses they can trust, and often turn to their friends for recommendations. This product “evangelism” helps businesses build their reputations and spread word of their highly regarded services.

Authors Jackie Huba and Ben McConnell explains how to convert already loyal customers into influential and enthusiastic evangelists. The research project led to Creating Customer Evangelists outlines the framework for developing evangelism marketing strategies and programs. The goal is to create communities of influencers who drive sales or membership for the company or organization. Following are the six basic outlines of creating customer evangelists:

a. Continuously gather customer feedback.
b. Make it a point to share knowledge freely.
c. Expertly build word-of-mouth networks.
d. Encourage communities of customers to meet and share.
e. Devise specialized, smaller offerings to get customers to bite.
f. Focus on making the world or your industry better.

Creating Customer Evangelists explains how organizations successfully built their customer base and created targeted marketing programs to involve their fans. These programs help produce unofficial sales people and a cost-effective and powerful marketing force. By deepening customer relationships, successful organizations create communities that generate grassroots support and value for their products and services.

Isn’t it a great way to market products?

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Branding exercise for startups

Should Startups Worry about creating a brand?

When you launch a company, you are likely to be busy with raise funding, figuring out what products to build, and recruitment. So when should you start thinking about creating a brand?

Erica Burnett, a designer at Zaarly said, ‘Focus your time and money on the most important and long-lasting pieces of your brand’.

So what are the most important and long-lasting pieces of your brand?

What are brand elements?
The problems you solve, the experiences you create, people you hire, valued attitudes are the core of your brand.

Focus on Improving the Customer Experience and solving real problem and try to find loyal future customers by building a product that offers real utility.

There are many pieces of your brand identity that your design will create before you launch? Your logo, your site, tagline, color selection, fonts, and countless other things. But make sure your team stays focused on what matters most before you launch, finding loyal customers. Once you validate your product and identify your customer demographic through engagement metrics, you can spend more time developing your brand.

Many a times startups worry about “Unimportant Brand Elements” before establishing a credible value proposition. By “Unimportant Brand Elements”, the reference is being made to anything that doesn’t create a better customer experience. Like printing t-shirts, caps, etc. before launch, it can be a huge distraction and will very likely be a waste of money.

Once you launch your product, you will probably realize that you were wrong about your target audience, and everything you designed will require revisions. Save your money until you solve a real customer problem and identify your core demographic.

“Important Brand Elements” create a superior customer experience and are responsible for driving repeat purchases or usage. The best example of “pre-product branding” is Lyft. Everything they did to prepare for their launch was genius. Lyft needed to differentiate themselves from other ride sharing providers and their brand defined the company on launch day.

Love it or hate it, the Pink Mustache serves as a “real life” feature that helps passengers identify their cars. Pink mustache is just a symbol of Lyft’s quirky, fun, confident, inviting brand. Your brand, in many ways, determines the problem you’re trying to solve. Lyft’s one of the most defining brand feature, ‘Pink mustache‘ improved the customer experience by making it easier to identify your car.

This is how you should prioritize brand development at early stage companies. By thinking about how you might improve the core Customer Experience. It was a fantastic and a memorable decision.

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Why brand

To make business a successful or profitable venture, it has to develop a brand that its target audience recognises it with. It becomes easier for the business to grow and develop successful customer relationships. Although many people think that building a brand is complicated, just follow a few steps and you are already on the right track.

Decide what you plan to brand and do a research on your target audience
Before engaging in the brand development process, it is important to do some research work and decide what you would like to brand. Generally, there are choices between branding a person, a company, a service or even a particular product. Once a decision has been made regarding what will be branded, it then becomes crucial to ensure that enough time is spent on researching your target market. Once this has been done, it is then essential to learn as much as possible about the product, service or individual that you intend to market.

Decide the brand definition and positioning
After researching your target audience, it is important to take time to develop a brand definition that clearly explains what is being offered, and how the product or service you have to offer is different from what is already out there. It should also inform your target market how they will benefit from using it and what guarantee you offer to those who choose to use your service or product. From here, the next step is to win a place in the market for what you have to offer. This can be done by giving them solutions to problems or needs that previously could not be solved or met.

Develop a brand name, tagline and a logo
These three aspects are extremely important in the brand development process as they help to ensure that your business or service offering stands out clearly among others who may have the same offerings. By designing a logo and compiling a memorable tagline, you can be sure that customers will be able to remember not only your business name, but also what you are able to do for them. Once this has been done, it is time to launch your brand and market it.

Manage your brand
By offering consistent customer service and products, you will be able to manage your brand very well. Once the market is aware of the high quality goods or services that you have to offer, you will be well on your way to effectively mastering the brand development process. It is also important to ensure that any negative publicity is dealt with as professionally as possible in order to maintain the reputation of your brand.

These steps will show you the way to develop a winning brand. Once you have achieved this, it may become necessary to adjust your branding approach on occasions to ensure that your company identity is kept up to date. And if you need any kind of professional assistance during or after the process, get in touch with us at info@industree.in

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Do you need a Video content?

Video is a phenomenon, more than 4 billion hours of video is viewed each month. In fact, YouTube is now the second most used search engine after Google.

Integrating video into your marketing campaign isn’t as easy as creating a video and putting it up on YouTube. Creating a video that is effective, relevant and successful can be rewarding but how do you integrate it successfully?

Lets talk about the basics of video, issues you will want to consider while planning the video content ideas, and see what typically will be ideal to develop an idea into a video content.

Lets understanding video as a media, the most common mistake made by companies creating video is thinking of video content as being identical to blog posts or infographic content, rather than as a unique and independent media format. Where blog posts and infographics may consist of text and image content, video utilizes text, moving images and sound simultaneously, making it much more unique.

To be precise, video is not appropriate medium for all content goals. Video should naturally lend itself to a narrative curve, including a climax and resolution. If you have a product or service you are trying to sell, don’t use the entire length of your video making a sales pitch. Instead, create a narrative context around the product.

If you are trying to convince your reader to complete a complex, or prolonged action then you need to consider breaking up your content into smaller pieces. Videos should have a very simple and direct call to action.

The ideal length for video is under four minutes. If there is too much content, you may have to draw your video out to 10 minutes, it won’t be as effective as a precise one, because your viewers is likely to lose interest. If this is the case, you need to use a different media form.

Ask few questions to youself while planning the video content, questions you definitely should consider. One is, would this content lose meaning if it were in text and image form? If your content would lose meaning or relevancy without being accompanied by visual or audio information, chances are video is a viable option. However, if you can easily imagine your message getting across effectively without the use of video, you might want to decide whether the additional time and effort required to produce a video will be worthwhile.

Secondly, does the content require aesthetic as well as conceptual engagement?

In the first question, we ask whether content would lose meaning if it takes a media form other than video; in question two, you need to ask yourself if your idea requires a visual or auditory element in order to be engaging.

Though video is certainly a nice option to have, if the information imparted is text heavy and primarily conceptual, rather than visual which is comprehension and learning. The visual display adds nothing to the experience, as it is just a list of text.

Thus if your content does not require visual or auditory components to be useful or engaging, then your idea is not ideally suited for video.

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being a small start-up

Starting a business can be exhilarating and fulfilling, but in course it can get complicated and may challenge you in many ways. Challenges and problems will be nothing new but will be something we have often seen happening to others.

Most small businesses fail because of lack of cash flow. Study says that 79 percent of small business failures cited “starting out with too little money” as one of the reasons for the business downfall because owners borrow based on their ideas of a successful business, instead of borrowing for a worst-case scenario. A start-up business owner needs to be optimistic, but often is too optimistic about seeing profits. Without adequate cash flow, slow sales or a downturn in the market can end the business before it has a chance to gain momentum.

Common problem for new businesses is to hurry into marketing campaigns without understanding the actual target market. The costs associated with marketing is stiff and if a business does not know who its target market is, then the money may go wasted. With incorrect messaging the reach is limited and don’t reach the target audience.

A start-up requires tremendous effort, commitment and strong will to make it a success. Add to this the financial stress of a fledgling business. Start-up business owners often have problems balancing the overwhelming demands of the company, if the stress of the workplace spreads into the home, the business owner may feel pressure around the clock.

A common problem for most entrepreneurs is the belief that they can handle all of the start-up’s operations by themselves. It may be a cost-effective way to run the business, but operating the entire business on your own may not be a wise decision or the best use of your time. Many small-business start-ups may not require full-time employees. But it’s a good idea to have at least one or two teammates who are ready to help. With experienced, reliable assistance you can avoid other common business mistakes. When it is time to hire staff, be careful in your choices, employees are a crucial component in the success of your business.

But as a matter of fact hiring is also a big problem for small companies, atleast in a business like mine. We offer marketing solutions and are often in need of high-end graphic designers, writers and editors. And these creative people don’t come cheap, so most of the time hiring them is out of question, thus, use them on contractual basis. Contract has its own issues in our country, India where we operate. Most workers are never committed. Also, since we are a small company, many people don’t like to work for us as we are too small and are kind of perceived as unstable, have no brand identity. Hence, the moment they get an opportunity from a bigger company they shift jobs.

Since you are competing with big fish it does not mean you have to quote rock bottom prices. Pricing your goods and services too low can delay the process of turning a profit. Instead list fair prices and make sure your start-up excels in customer service and delivery. Its very important to excel in any field and customers do appreciate on-time response.

One thing I got to say, its tough but not impossible.

This a guest post by Ms. Thapa, Twitter @bijeta

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