E-Commerce Revolution

Author: Ian Serff

  • The Value of Multichannel Marketing

    The Value of Multichannel Marketing

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    ARE YOU USING MULTICHANNEL MARKETING TO GET RESULTS FOR SUCCESS?

    Multichannel Marketing in a Nutshell

    In the maze of marketing terms and channels, it is easy to get lost in the many possible options to appropriately and strategically market your brand. Yet actionable steps are necessary to effectively do so, and in this case, using the available multiple marketing channels. In this brief article, we’ll look at what multichannel marketing is, a good example of it, and how to implement it.

    What is Multichannel Marketing?

    Multichannel marketing is simply cohesively utilizing several channels to get and keep the attention of your customer. A channel is defined as the method used to reach your customer. Examples of a channel can be the physical location of your business, print advertising, a website and social media efforts along with TV, radio and other digital channels.

    An Example of Multichannel Marketing

    Medical Group Management Association® ( MGMA® ) is a good example of a robust mix of B2B and B2C branding that has good a multichannel marketing strategy in place. On their Twitter page they post regular and relevant content that is helpful to their members or prospective members. If you click on the web link on their tweets, this will take you to their website. On their website, they offer relevant information about their purpose and brand with their many resources they offer to members and prospects. Members receive email and print marketing materials with valuable information that increases their knowledge in practice management. This includes links to their website and social media with contact information for easy access to connect with the association.

    Actionable Steps to Take

    The above all sounds well and good, however before launching into multichannel marketing, the following steps are recommended:

    • Define your brand: What need or want do you fulfill for your customers? Who is your intended audience? Who is your actual audience? What are the best channels to market to them?
    • Make sure your brand is cohesively represented on all channels with your logo and brand identity. (Click here for helpful tips on logos and brand identity.)
    • Post content on social channels that is consistent, regular, and meaningful to your customers.
    • Don’t overwhelm your customers by marketing to them too much and let them interact with you on the channels of their preference.

    Results Count

    And not least, it’s very important to regularly look at the results of your marketing efforts. If one channel is more effective at reaching your customer, make it a priority and enhance it AND be sure not to neglect the other channels.

    Still Confused and Overwhelmed?

    The intent of this blog is to review the basics of what multichannel marketing is and an overview of how to implement it. It’s understandable though to still be overwhelmed with the implementation because other business priorities get in the way and are important as well. This is why Serff Creative Group exists — to help you with your marketing needs.[/vc_column_text][us_btn label=”PLEASE CONTACT US IF WE CAN ASSIST YOU!” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fgraphic-design-agencies%2F|||” style=”3″][/vc_column][/vc_row]

  • Branding Goes Beyond Your Logo

    Branding Goes Beyond Your Logo

    [vc_row][vc_column][vc_column_text]What helps the general public identify the distinctive products or services of a company? A logo can help establish the initial impression of what catches a customer’s eyes. Yet, it’s not just a logo or about your company’s identity. Your brand must convey the true nature of who you are through many aspects of the company by your brand awareness.

    Branding is what people think of first that sticks in their mind, of what your company is about. It’s your culture, your reputation, and your personality that shows what you are all about that makes that experience a memorable one. That is how branding works. A company logo cannot encapsulate all of that, however it is a vital part of the branding to give the visual impression of who you are.

    Brand Positioning

    To establish your mark within the industry, you must have a very good understanding of your vision and mission of your company.

    • Product and Services. Show how your product or services solve the problem for your customers or clients in a compelling way.
    • Marketing Focus. Take time to understand who your customer is and target them specifically through marketing campaigns. Target some campaigns to your general target market and others to your best customers within that target.
    • Separate Yourself from the Competition. Realize what value you bring when you compare yourself to your competition. Leverage those differences to make yourself shine above the rest as a company.
    • What are the Benefits of Working with You? Have your most valuable aspects that you provide as the best experience out in front of people at all times. Help them see the benefits of why they should work with you.

    These areas establish a strong brand presence through what people will experience when they work with you.

    Brand Experience — Raising the Bar

    fedex_logoFedEx changed the world of how we do business for connecting companies around the world in other countries to sending a package across town. Their branding is not all about the white, purple, and orange trucks or their office locations that makes them stand out. It’s about the customer service, the reputation of a fast and reliable service, along with the promise that you will have your package in your customer’s hands the next day. Raising the bar on how we view shipping and getting business done in a world of instant satisfaction. FedEx delivers that fast and committed experience.

    Chick-fil-A does an exceptional job at the consumer level for branding. Imagine yourself as you walk into one of their restaurants to purchase a meal. The logo gives the impression that they are all about Chicken and providing a meal to you. That’s the starting point, however it’s not until you engage with one of their employees and receive a meal that you realize the difference compared to their competition. Their employees go out of their way to make sure you are having a pleasant experience at their location. The food is always hot and fresh to the best of their ability for a great meal. Even the management is checking on you to assure you are having the best experience during your visit.

    Strategy for the Big Picture

    Where do you feel your company stands in the market?
    How well do you do against your competition if you’re a consumer based or business-to-business for your services? It takes time, laser focus, and purposeful efforts to make your company experience stand out beyond others around you. The logo is the first step for establishing a good presence. Take the time to develop a strong identity that does encapsulate your passion and vision for your company in a logo. The tagline can help steer the understanding of what you are about.

    Evaluate how your services provide a need and solve a problem for your customers and clientele on an ongoing basis.

    Market to your target audience in effective ways through print material, website and email marketing, social media exposure, and one-on-one connections. Building a relationship with your target market can mean long-term relationships with very loyal customers. So do not forgot about those long-time clients and just assume they will be loyal forever. Continue to nurture that experience to help them stay loyal to you and business.

    Branding does go beyond a logo for what you stand for in the marketplace. Are you staying relevant, visibly strong, and approachable to your customers? That will help you grow your brand awareness and develop a successful business.

    See Where Your Company Stands on Your Branding:

    Review yours with this 10-Point Assessment for Your Company Brand.[/vc_column_text][us_btn label=”View Details” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2F10-point-brand-assessment%2F|||” style=”3″][/vc_column][/vc_row]

  • How to Create Brand Consistency for Your Company

    How to Create Brand Consistency for Your Company

    [vc_row][vc_column][vc_column_text]Effective branding of your company is holding true to the core values of what you are passionate about, the values you stand for, and what makes you unique from others in the marketplace. Showing this across all advertising platforms consistently will build your brand in a strong way.

    Building Awareness

    When people recognize your brand as yours.

    • This does not necessarily mean they prefer your brand, attach a high value to it, or associate any superior attributes to your brand, it just means they recognize your brand and can identify it under different conditions.
    • A brand’s practical attributes and symbolic values are inherent elements that help the brand appeal to consumers’ minds and emotions. When consumers relate brands with symbols, it becomes easier for an organization to raise consumer interest.
    • Mercedes is known for luxury. Any type of advertising for these vehicles are represented in very classy, clean and professionally styled environments. This gives you the impression of high quality, luxurious feel, and a step above the rest.
    • Apple is known for innovation. Apple rarely sells its product that focused on the features of a phone or laptop. They focus on the benefits of how this piece of technology will improve your lifestyle. Technology is all around us and is ever changing and how innovative pieces of technology that enhance your way of life. Apple knows how to attract that interest in effective marketing and branding.

    In consumers’ minds, a brand is more than just a recognizable name:
    it is a promise that needs to be met on a regular basis.

    How to Do It Correctly

    Branding is not just about applying a logo in a consistent manner, and having the right colors, it is ensuring:

    • That all messaging on communication materials are pulling in the same direction for your branding
    • That it all “looks” consistent in design, copy and across all mediums.
    • That each communication you have with a customer is growing the relationship and building awareness to ensure trust.

    If you’re not consistent, it will cause consumers to lose trust in your brand and its messaging.

    Connecting All Marketing Mediums

    Direct Mail and Email

    • Multi-touch campaigns
    • Branding with visuals and copy to maintain consistency

    Print to Web

    • Taking it online

    Website and Social Media

    • Your online branding presence

    The Value of Your Brand

    What does your product or service means to your customers’ lifestyles?

    • Does it makes it easier on their life or job?
    • Will it give them confidence in what programs they are developing?
    • Will it improve the sales process to prospects with a strong brand?

    Or in other terms, it’s called Brand Equity. The sum total of all the different values people attach to the brand, or the holistic value of the brand to its owner as a corporate asset.

     

    A brand is nearly worthless unless it enjoys some equity in the marketplace. Without brand equity, you simply have a commodity product.

    Perceived Quality or Emotional Attachment

    • The added value to brand equity frequently comes in the form of perceived quality or emotional attachment.

    Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.

    What Does it Mean to Your Business?

    Regardless if you have been in business for 80 years or just opening your doors as a new business, brand consistency can make or break your success.

    Using your logo, colors, key messaging about your business and services in a consistent manner helps build the brand awareness that you want.

    If you are showing a new product online, providing a sales brochure to a prospective client, or discussing your services with someone at a tradeshow it all connects to your branding. This does not mean that everything is exactly the same, however it does set guidelines for keeping the message true to your main company focus.

    Creating a proper Branding Guidelines document will help you stay on the right path of growing your Brand for your company. Many companies only need a basic set of guidelines consisting of font styles, color selections and specifications, tone of messaging, and style of imagery across for anything that is created for your company.

    Ultimate Brand consistency allows you to connect with a person in a deeply and more meaningful way to create a lasting impression of your company in their minds.

     

    Time to Evaluate Your Company Brand?

    Review yours with this 10-Point Assessment for Your Company Brand.[/vc_column_text][us_btn label=”View the Details” link=”url:%2FneW_5ite%2F10-point-brand-assessment%2F|||” style=”3″ font_size=”18px”][/vc_column][/vc_row]

  • 10-Point Assessment for Building a Brand for Your Company

    10-Point Assessment for Building a Brand for Your Company

    Time to Evaluate Your Business?

    Where do you feel you stand in the marketplace as a viable brand with the services and products you offer? Do your customers understand and see value of working with your company? Your branding should reflect your vision and passion of your company.

    If your business is doing well, have you seen areas where you could improve your efforts in your brand awareness to attract more business?

    A periodic review of your business branding is key to its success. To help your brand get or maintain focus, here is a 10-point assessment to help your brand stand the test of time.

    1. Concept: What is your business and what niche does it serve?
    2. Vision: Who are you as a company and what are you striving to become? Do you have a definite direction of where you are going?
    3. Values: What core principles does your brand stand for?
    4. Expression: What characterizes the way you sell and provide your services to the market?
    5. Differentiation: How is your brand unique? What makes you stand out from other companies? Is it the customer service you provide? Or is it the way you offer your services and the impact your services create for your customer?
    6. Promise: What needs, desires and hopes does your brand give to create satisfaction for your customers?
    7. Solution: What issues does your brand solve? How can you make a difference in other company and individual’s lives?
    8. Benefit: What are your core strengths and advantages that you offer to prospective and current clients?
    9. Position: How is your brand compared to your competitor’s brand perceived in the marketplace? Are you in the shadows or standing out from the competition?
    10. Motivation: What compels people to purchase and use your brand’s products and services?

     

    When you consider all of the above ask yourself if you are in line with a strong brand or are you making assumptions in hopes of hitting the mark?

    To understand how your brand is recognized in the marketplace, you need to know these answers so you are able to continually grow your business. We hope this sparked some thought on how this represents your brand in the perception, performance and delivery for your brand to your end customer.

    If you are not confident in the direction or have a good understanding of these areas, contact us to see how we can help improve your brand awareness within your industry.

     

    We Want to See You Succeed.

    We help businesses like you grow and succeed in your business and brand.

    [button link=”http://www.serffcreative.com/graphic-design-agencies/” size=”small”]Contact Us for a Brand Evaluation[/button] and sign up for occasional Branding Tips today.

  • 10 Reasons You Need to Develop a Logo and Proper Marketing Materials

    10 Reasons You Need to Develop a Logo and Proper Marketing Materials

    Experts urge small business owners to “brand” their businesses with a logo and a set of consistent marketing materials. However, they rarely explain the reasons behind this advice. Below are some of the benefits of a professionally designed logo and identity system:

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  • Step By Step Guide to Designing Online Websites or Apps

    Step By Step Guide to Designing Online Websites or Apps

    [vc_row][vc_column][vc_column_text]At Serff Creative, we use this system to help you identify what your online goals and objectives are. As you begin to go through the questions, our team is here to assist you in processing what your ideal end result will look like. We are here to help guide you, from beginning–with your ideas, to end–seeing your website or app live at your fingertips!

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  • 5 Tips to Improve Your Brand!

    5 Tips to Improve Your Brand!

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    • Starting right now, make extraordinary customer service a priority— Branding is also about how people feel when they deal with you. Take good care and treat every customer as you would wish to be treated. They will remember and tell their friends!

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  • Questions to Ask When Choosing a Design Firm

    Questions to Ask When Choosing a Design Firm

    There are many choices to make. How do you know that the Design Firm you are choosing is a good fit for you? Here are some important questions to ask to help you narrow your search.

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  • Six Tips for Fruitful Marketing

    Six Tips for Fruitful Marketing

    Getting your brand out there is so important with all of the competition buyers are bombarded with these days! Are your current efforts increasing your business? See our six helpful tips that are essential to running a successful campaign. (more…)

  • Your Brand in Today’s Marketplace

    Your Brand in Today’s Marketplace

    Are you staying ahead of your competition with a strong company brand?

    Whether you are a new company, just getting established, or have been around for decades, you realize the market has changed in many aspects.

    You’ve created print collateral, developed email and direct-mail campaigns … and now established yourself in social media. Growing your brand is an ongoing process. But are your branding efforts effective? Are they helping your bottom line? (more…)