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HOW TO GET THE BEST ENTERTAINMENT FOR YOUR PARTY, DINNER OR EVENT
As a professional entertainer with over 20 years experience entertaining at prestigious events in which my audiences have included Movie Stars, Celebrities, U.S. Presidents, Politicians, International Royalty and the Social Elite, I have had the...
How to Sell High Tech Solutions
How to Sell to High Tech Solutions
Many companies are looking to improve upon the speed, security, and accessibility of business technologies, especially satellite and broadband connections to the internet. While customers are becoming more...
Tax Relief Program Information
Just about everyone in the U.S. tax system tries to voluntarily
comply with the tax laws. We are required to file tax returns
and pay the correct tax amount owed to the government. Not
complying, threatens the stability of the tax system....
Ten Quick Tips for Outstanding Presentations
It’s that time again…the monthly meeting. You break out in a cold sweat just thinking about it. Whether you present to your managers or your employees you are saying to yourself: What if I mess up? What if I repeat myself? What if the audience...
What Your Personal Assistant Really Wants
What would happen if the personal assistants in your organisation were away for a week? How would it affect the running of your business or department? How would it affect you…personally? If you are fortunate to have a personal assistant whom you...
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Importance of Branding: What's in a Name?
Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that identifies it to itself and the marketplace. A model may be beautiful, but without a name, she's just "that girl in that picture." Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer? A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as "The hobby shop a guy named Bob runs down the street a ways" is financial suicide. Each customer will have to describe the shop, who Bob is, and what the shop does every time someone asks about it. This makes the process of recommending a good hobby shop too much work for the average customer, and far too much work for a user looking for hobby shops on the Internet. A customer looking up Bob's hobby shop will have an easier time of it if he or she knows to refer to it as "Bob's House of Hobbies," and the customer can then refer others to Bob's hobby shop by name, increasing the potential advertising exponentially.
Developing a brand involves more than just picking a catchy name and placing an ad in the newspaper--a brand is more than a unique string of letters denoting a particular product; a successful brand is a mnemonic trigger that makes a consumer feel a certain way when the brand is thought of. For those who drink cola-flavored soft drinks, which is more appealing on a hot day: a cold cola soda, or an ice-cold Coke? Coca-Cola has spent 100 years developing their particular brand of cola-flavored soda as a refreshing beverage and a seminal representation of a market segment. Coca-Cola has used a combination of direct marketing, give-away techniques, and multi-product cross-branding to achieve maximum brand recognition and visibility in not only its immediately competitive market, but in
markets as diverse as Coca-Cola branded race cars and housewares.
Brand loyalty is an integral part of building a brand, as consumers usually have a choice of products in the same market segment, and so a successful company will come up with a way to keep consumers re-buying their product or coming back to their location rather than going to a competitor. These brand loyalty-building efforts may come in the form of coupons, incentives such as many grocery chains' technique of "grocery discount cards" or "loss leaders," meant to draw consumers into the store, where they will hopefully buy products along with the discounted fare at a higher profit ratio. In exchange for these discounts and grocery cards, many companies collect information about buying habits and average spending amounts, the better to tailor advertisements and better-focus future promotional efforts. Once a consumer is hooked, brand loyalty tends to result in higher sales volume, as well as loyal customers being less sensitive to price changes of their favorite brands (within reason, of course), as well as less sensitive to competitors' incentives. Studies have shown that it takes 5 times as much money to gain a customer as it does to retain one. That's 5 times as much money as could have been spent on other things.
A brand is who your company is, and what it is selling--it is as important as naming a baby, and should require the same amount of effort to develop it, but if done well, can mature into a successful and profitable adult.
© 2005, Wholesale Pages UK. All rights reserved.
About the Author
William King is the director of All Wholesale UK, Wholesale Pages and Wholesale-Canada. He has 18 years of experience in the marketing and trading industries and has
been helping retailers and startups with their product sourcing,
promotion, marketing and supply chain requirements.
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| Oral Presentation Advice |
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| The Gettysburg Powerpoint Presentation |
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| Presentation Zen |
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| Presentation Tips for Public Speaking |
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| Presentation - Wikipedia, the free encyclopedia |
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| OSCON 2005 Keynote - Identity 2.0 |
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| Presentations - Effective Communication - Public Speaking |
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| Presentation Information Resources - Presentation Technology News ... |
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| Impress |
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| PRESENTATIONPRO - experts for Microsoft PowerPoint |
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| Leadership - Presentation Skills |
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| Secretary of State Addresses the U.N. Security Council |
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| Rubric |
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| Presentations are one of the first managerial skills which a junior engineer ... This article looks at the basics of Presentation Skills as they might apply ... |
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