Archive for the ‘Branding’ Category

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2012 Marketing Planning – It’s Not Too Late

Friday, December 23rd, 2011

Conventional wisdom says all businesses finished their 2012 marketing plan by November, wrapped it in a bow and are ready to implement come January 1.

I venture to guess that is an overly optimistic perspective for many businesses. In November, most small businesses are striving to finish up the current year in a good state.

In fact, January is a great time to plan for the rest of the year. The previous year’s results are final; holiday vacations are over, and employees are refreshed and ready to dive in.

As you start focusing on the new year, consider these tips in developing your 2012 marketing plan.

Your 2012 Marketing Plan

What do you hope your business will look like in 2012? Understanding your goals is key to developing your marketing plan. If you can answer the following questions, you can plan to succeed:

  • How do you want 2012 to be different from 2011?
  • How do you want it to be the same?
  • Will your market environment change in 2012?
  • Who should be your customers in 2012?
  • Should you offer any new products and services this year to meet those customers’ needs?
  • What are your revenue and profitability goals?

Evaluate your marketing activities from the previous year. Being a spreadsheet fanatic, I make a spreadsheet of all activities, including their cost, metrics and attributable revenue. For instance, with a pay-per-click advertising campaign, your metrics will include how many visits to your website or how many phone calls you received.

Using this information, determine which marketing activities you will stop doing this year. You should stop any activities that don’t help meet your goals or have no hope of being profitable this year. Easy, right?

Now, decide which marketing activities you will continue and if you need any new initiatives or strategies. If you expect 2012 to be quite different from 2011, your marketing activities will very likely change dramatically. Perhaps your goal is to connect more deeply with your local community, so you might change from a strategy of print and TV advertising to sponsoring and developing local events.

Next, consider your marketing “capital improvements”– investments you made last year whose benefits continue into this year. Perhaps you redesigned your website, invested in a CRM system or wrapped your service fleet in new graphics. Based on your goals, are there any large investments you need to make this year?

Taking a look at all the marketing activities that will help you reach your 2012 goals, create a budget and timeframe for implementing them. Determine if you need additional marketing partners or if your current resources are sufficient.

Finally, make sure you actually implement your marketing plan! Get started right away… after all, 2012 is already upon us.

Need help with your 2012 marketing plan? Sometimes an independent assessment can help you prioritize your goals and put things into perspective. I’d be glad to talk with you… just email me at amanda@zooinajungle.com or give me a call at 513.833.4203.

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Posted in Branding, Business Plan, Small Business | 1 Comment »

What are your customers thinking?

Friday, November 4th, 2011

Do you know what your customers are thinking? Do you know what really matters to them? You should find out! It will make your marketing more effective and efficient.

Sometimes what your customers think and value might surprise you. I had a conversation with a contractor who learned by accident that his customers preferred slightly rusty service vans to pristine, freshly-painted ones. He had purchased a fleet of used vehicles, but unexpectedly needed to put them in the field before he could get them painted. Many of his customers (most of whom were selling their homes, so didn’t want to invest too much capital in the improvements) mentioned they preferred a less expensive contractor who didn’t spend thousands on the appearance of his vans. They believed “the savings were passed on to them,” so to speak. Now, the contractor doesn’t worry so much about keeping the paint jobs up-to-date.

A large part of marketing is learning what matters to your customer through research. How will you know what to say to them in marketing communications unless you know what they believe?

Getting started with research can be as simple as asking a few customers for their opinions, but to get the most value out of research, it’s best to engage a marketing firm. Customers are more likely to give their honest opinions to a third-party, and a marketing firm will have methodologies for getting customers to speak freely.

Oh, did I mention Zoo in a Jungle Marketing excels at qualitative market research? We do!

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Posted in Branding, Customers, Research | No Comments »

Customers See Through Marketing “Tactics”

Friday, September 2nd, 2011

Some marketing professionals seem to think marketing is all about “pulling one over” on customers with their clever tactics. The trouble with this philosophy (besides being ethically problematic, of course) is that it just doesn’t work. Marketers aren’t smarter than customers, and they can’t trick customers. And sometimes customers are actually smarter than the marketing experts.

My good friend Laura Poland (who is a photographer, not a marketer) recently showed some serious marketing smarts. She told me how she caught on to Covergirl’s marketing tactics. A TV commercial claimed their Outlast Lipstain is the #1 selling lipstain. She speculates, “What is a lipstain? They’ve created a new category! My thinking is they’re the only ‘lipstain.’” She’s not very far off with her analysis. They are number one because they are almost the only one, with few competitors. A quick check of the Covergirl website shows the product isn’t very well-received, either– it only receives 3 of 5 stars from reviewers.

This example of a photographer picking apart a marketing campaign isn’t isolated. Everyday, customers evaluate your marketing messages for trustworthiness and believability. If they catch a whiff of “tactics,” their skepticism will keep them from buying from you. The best approach is to be honest with your marketing and sell a product you are proud to promote.

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Posted in Advertising, Branding, Customer Experience, Philosophy | No Comments »

Taglines: Don’t Punt with Puns

Friday, August 19th, 2011

Lately, I’ve noticed an uptick in the number of businesses that use puns in their taglines. As an avid lover of puns, you might expect me to approve of this marketing move. But using a pun in a tagline is the ultimate punt– it’s lazy and a way to escape truly thinking about how to communicate with customers. A tagline is an opportunity to succinctly tell customers what is most important to them about your business and leads them to want to learn more.

A pun might make customers laugh (or groan…), but will it convince them to buy? Usually not, because a pun isn’t designed to differentiate you in a meaningful way from your competitors. I saw an excellent example in Chicago this week of a business awkwardly trying to use a pun as a differentiator:

This bakery was advertising”We Bake to Differ” in an effort to differentiate themselves from competitors, but their attempt just doesn’t work. After reading this tagline, customers are left with a myriad of questions– What do they bake? How is it different? Do I care that unspecified baked goods are different, anyway?

To illustrate the difference, look at the tagline for Abby Girl Sweets in Cincinnati:

Although the graphics and tagline certainly aren’t perfect, “A Cupcakery. Every Batch from Scratch” is a much better tagline than a pun-based one. Customers know they can visit this bakery for a made-from-scratch cupcake. That’s relatively differentiated and much better than “We Bake to Differ.”

P.S. While scouring the web and my memory for bakery-based tagline examples, I realized the bakery world has scant to offer. I welcome any reader submissions and will update this post with any great examples. Just email amanda@zooinajungle.com.

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Posted in Advertising, Branding, Competitors, Taglines | 4 Comments »

Small Business Marketing as Entertainment

Friday, August 5th, 2011

Can witnessing the inner workings of small businesses be exciting? Anyone who operates a small business certainly knows it can be. Watching ABC’s Shark Tank is a fascinating study in small business marketing, business analysis, financing and negotiation. If you haven’t seen the show, here’s the premise:

“Budding entrepreneurs with big ideas can still make their dreams come true and ABC is about to give them the chance to make it happen. Each week a group of self-made millionaires [Sharks] from all corners of the business world take their own hard earned money and offer everyday people their one true shot at making their dreams a reality. Some will sink, some will swim and some will be eaten alive.”

The show’s investors (or “Sharks”) are start-up and entrepreneurial experts. Small business owners can learn a wealth of free knowledge from these investors.  In the final episode of Season 2, watch some interesting and instructive entrepreneurs as they wheel and deal with the sharks. There’s a custom jewelry artist trying to take his designs to the masses. Another woman has patents for a brilliant shoe design that lets women change the uppers while using the same sole– perfect for traveling.

In this clip, a woman makes the case to reposition her maternity clothing brand in face of a declining boutique women’s market. But, as the sharks adeptly conclude, this strategy will require as much investment as building a new brand from nothing (and in a still-persistent tough economy, no less):

From a marketing perspective, it’s interesting how many entrepreneurs benefit from the show just by making the pitch and explaining their innovative products to television audiences. These entrepreneurs might make a deal, or they might not, but the exposure does wonders for their marketing. It’s a good strategy, and I recommend it for charismatic entrepreneurs selling a great consumer product.

Having all those sharks devouring her desserts helped Daisy Cakes‘ founder Kim Daisy sell a lot of cake. And Rebecca Rescate of CitiKitty may not have overly impressed the sharks, but her great presentation certainly won over many cat lovers, causing shipping delays from the high order volume. Watch her presentation below:

I definitely recommend this show to small business owners. It’s rare that you get free advice that’s worth more than you pay for it.

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Posted in Advertising, Branding, Entrepreneurs, Marketing, Small Business | 1 Comment »

Marketing Podcast: Marketing for First Impressions

Friday, June 17th, 2011

In this marketing podcast, I give marketing tips for making great first impressions. Your customer’s first impression could be your storefront or even your website, and what customers think determines if they will buy from you.

And I also reveal a pretty shocking first impression I’ve encountered with a local business- listen to find out!

Listen or download below:

Marketing for First Impressions

Download the Marketing for First Impressions MP3 file here. (7.9 MB)

This segment first aired during “Getting Down to Business” on Alaska’s Fox News Talk 1020.

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Posted in Branding, Customer Experience, Design Theory, Marketing Podcasts, Web Design Tips | No Comments »

Sign of the Times

Friday, June 10th, 2011

Today’s blog post is not about Prince- sorry to disappoint. Instead, it features of some of the best signs I’ve encountered around the world.

In my travels, I’ve always taken an interest in the signs that businesses use to promote themselves. A sign can be a powerful motivator for a potential customer- either to buy from you or to pass on by. Or, a sign can blend into the landscape, escaping a potential customer’s attention altogether.

These nine great signs demonstrate what make a sign effective. First up, we have the St. Louis Science Center.

This sign mirrors the shape of the Science Center. It shows that design can incorporate both creativity and functionality- it’s beautiful and easy to read. Also in St. Louis is this dramatic and interesting zoo sign.

Everyone knows what a zoo is, so the designer had a little fun with the shape and presentation of this sign. However, most businesses should follow the Shrimp Factory’s example below.

This sign shows you exactly what you will get: a seafood dinner in a classy atmosphere. Another take on the restaurant sign is this Art Deco sign for the Signature Room at the Ninety-Fifth in Chicago.

Don’t you want to eat at such a cool place?

Next up, we have a little Hebrew for you.

I may not be able to read Hebrew, but I certainly know what a giant coffee cup and arrow mean. This 3-D sign perfectly describes what you can get at this business. When it really counts, though, signs should be multilingual.

Danger. Mines.

The clever building below is a carwash, which isn’t readily apparent at first glance, so the sign is essential. I really like this company, so you might want to learn more about their business model at their website, Lighthouse Carwash Solutions.

This British tube sign makes so much more sense than the American “Exit.” What could be clearer than “Way Out?”

And I’ll leave you with this interesting sign. I can’t decide if it’s good or bad, although it’s quirky. What do you think?

“We sharpen anything but your wits,” and “We fix anything but a broken heart” are certainly interesting ways to talk about the service commodities of sharpening, repairs and key-making. Does it make you want to be their customer?

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Posted in Advertising, Branding, Customer Experience, Design Theory | 1 Comment »

Marketing for Appearances

Friday, May 27th, 2011

Have you ever driven past a small business and thought it looked dingy, dilapidated or outdated? Have you ever been on a website that felt cumbersome to use, with the information you sought hard to find? Perhaps you think the business owners must not care anymore, or they don’t have the budget to fix things up. Even worse for the business, you might not think anything, but simply keep driving or surfing the web.

If it’s been awhile since you invested in your business’s appearance, customers could be thinking the same about you. After a few years, a business owner’s familiarity with her surroundings can cause her to overlook the slow decay of time.  Take a fresh look at the impression you are making on customers when they see your business for the first time.

You only have one chance at a first impression, goes the adage. And your first impression with customers is crucial- what they notice first sets the tone for how or if they will do business with you.

Your business’s exterior needs to be welcoming, easy to understand and clearly explain who you are. Your exterior could be a brick-and-mortar store, a website or even your sales team. Here are some examples to get you thinking.

Good Exteriors for Marketing

The Pink Box is a boutique in my neighborhood that shows a great exterior appearance, with a fresh sign and interesting window display. It’s easy to know when they are open and what you can buy from them.

My favorite part of The Pink Box’s exterior is this cheerful open sign. On chilly or hot days when the store must keep the door closed, this sign serves as a beacon to everyone on the square.

There’s a lovely inn in Carmel, CA that looks just as lovely when you first drive up. The Candle Light Inn looks inviting, and it’s easy for newcomers to know where to park when they arrive.

Not to overload on the pink, but the Olde Pink House Restaurant in Savannah, GA does a great job of communicating their stately yet fun vibe with their exterior.

The menu board on the front steps also helps customers know what kind of food to expect.

Camp Washington Chili hasn’t been around since 1771 like the Olde Pink House, but they have been in the same location since 1940. They’ve really kept their exterior fresh and updated, which contributes to their continued success. And with that sign, you certainly know what they sell!

Not-so-good Exteriors for Marketing

Often, seeing bad examples is just as useful as seeing good ones. Here are some unfortunate businesses that really could stand to improve their exterior appearance.

The BonBonerie is one of the best and most creative bakeries in Cincinnati, OH. For a new customer, it’s very difficult to find the entrance, because it is facing the parking lot, not the main street. This kind of confusion could cause a customer to drive away instead of stopping in.

This exterior inspires more questions than appetites. Did Laurie and Debi have a fight? Is this supposed to be a joke? What exactly is the name of this restaurant, anyway?

Casbah is a great Moroccan restaurant in Savannah, GA, with an inspired decor, great staff and delicious food. But you could never tell from the outside. If your sign is old and faded, and your canopy is dingy and worn, many new customers will pass you by.

To see some examples of websites and logos, read my articles, “Web Design Essentials for Small Business” and “Small Business Logo Design.”

There’s good news. Even if your business looks more like the bad than good examples, you can start making things better today. Your website might need a redesign, or your building a complete remodel, but there are small steps you can take to incrementally improve your appearance. Need some ideas? Send me an email or call me at 513.833.4203.

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Posted in Branding, Customer Experience, Customers, Design Theory, Small Business | 1 Comment »

Mixed Marketing Messages

Friday, May 13th, 2011

When you send mixed marketing messages, your customers become confused, suspicious or even angry. Take, for instance, the dissonant image below. The dry cleaner says they love customers but damaged the suit they cleaned.

I believe the dangling button more than I believe the the dry cleaner’s promotion message telling me, “We Love Our Customers.” If they really loved me, they would be careful not to damage my family’s clothing- and they wouldn’t have been three days late delivering it. And it’s insulting to be told one thing and experience another. Were they hoping I wouldn’t notice?

Your customers evaluate you on every experience they have with your business or products. Having nice marketing messages simply isn’t enough to keep customers’ loyalty- you must earn it with every experience.

What mixed marketing messages might you be sending to your customers?

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Posted in Branding, Customer Experience, Marketing Theory | No Comments »

Marketing Tips: Naming a Business

Friday, May 6th, 2011

When you start a new business or develop a new brand, one of the most important early steps is naming it. A good name tells customers who you are, what you do, and what you can do for them.

If the business name is too generic (think American Business Group or Unified Solutions), customers won’t know what they can buy from you. A generic name means your marketing has to work harder to tell your story, both creatively and monetarily.

Alternately, a too-specific name can limit your future potential. Apple’s iTunes Store was painfully out of date with a business model that evolved to sell so much more than music. The company had to go through the expense and consumer education efforts of rebranding the service as the App Store. Apple still hasn’t solved the naming problem of iTunes, the application a consumer counterintuitively must use to sync the data on her iPhone.

To name a business or brand, the goal is to craft a name that is descriptive without limiting the future- and has good domain name possibilities. Some of my favorites include Fast Company, the magazine for innovative businesses; POM Wonderful, the delicious pomegranate juice, and Chik-fil-a, the chicken sandwich fast-food chain.

Or take the example of the business forclosure.com, which filed for bankruptcy last year. Very descriptive of the path the business took, don’t you think?

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Posted in Branding, Business Plan, Marketing Theory | No Comments »

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