Hi there! Welcome to the Brand Bistro!

A strong brand position means the brand has a unique, credible, sustainable and valued place in the mind of the consumer. A focused brand strategy isn't simply an ad slogan or concept - it is the focus of the entire organization in achieving that valued place in the consumer's mind.

 

The Brand Bistro mixes advertising, experience marketing, communcations, employee engagement, research with a little promotion and publicity to create a nice smooth cup of trends and information that companies of all sizes can warm up with, build the brand and maintain its long term value. All served by our friendly staff with a dose of warm hospitality and the frankness

of neighborhood chatter.

 

Come grab a nice cup and ejoy the Bistro!

Mon

28

Dec

2009

10 Trends in 2010

With 2009 coming to a close, and this being my last post of the year, I figured a list of the hot issues facing marketers in 2010 would make sense. I have written more extensively on most of the subjects over the course of the year, but I'll keep it short here and just provide the most relevant links to past musings. So, in no particular order, here comes 2010:

1.     Rise of Mobile - Mobile is going to be huge in 2010, especially if marketers can build digital campaigns with mobile extensions. Digital provides reach, and mobile can provide increased depth of interaction. For more on why 2010 is FINALLY the year of mobile, check out last week's post on "Why Mobile In 2010."

2.     Facebook Connect - It's hard to overstate the implications of Facebook Connect for marketers. The ability to create more rewarding experiences for consumers, and simply be more creative, by using Facebook Connect will change all digital marketing efforts -- and, I believe, take "social media" out of its silo. For more on Facebook Connect's implications, check out "The End of Social Media" and "Secret Race For Permission."

3.     Cause Marketing - I don't know what digital rock you've been under if you haven't heard that Pepsi has pulled out of the Super Bowl to focus more on marketing  for the social good. The key will be, can Pepsi activate people to spread its message because of the social good they are doing? Social media makes this a very possible outcome with the right programs put in place. Put simply, Pepsi is hoping, as I wrote earlier, that "Corporate Social Responsibility = Profitability."

4.     Engagement Pricing - Digital media -- heck, all media -- needs new metrics that do a better job at measuring the value publishers deliver to marketers. These metrics  should be harder to "fake" - and should be able to be standardized across media outlets for media buyers and planners. No, engagement won't be the only metric, but I'd put my money (and have) on it being one that stands out in 2010.

5.     Social Media Agencies - I know, it's crazy, right? How can I claim the "end of social media" is coming and that social media agencies will take off in 2010? Well, for those who read the entire post, I say what actually will end is considering social media a marketing silo. Instead, the skills that make a marketing firm good at executing "social media campaigns" from concept, to execution, to management, will be the skill set required by ALL digital agencies. Most likely, we  will see something like what the marketing industry saw with the growth of search engine marketing: a rise of specialty agencies in the social media space, and the subsequent acquisitions of said agencies by holding companies and larger digital shops to help provide scale. 

6.     Local - See mobile. If you're working on a national brand, what's your local mobile and digital strategy extension?

7.     Brand Dollars Go Digital - It can be argued very easily that we are witnessing a "direct response bubble" in digital marketing. This is because of a near obsession in closing the loop on ROI measurement. More and more marketers are expanding their definitions of digital ROI outside of direct response and looking at how digital can help achieve brand objectives. And as I argued before, it's just a question of scale and efficacy before digital media can compared to more traditional forms of marketing initiatives. See: "$1 Million Social Media Marketing Challenge."

8.     Social Media Campaigns Grow Up - Will we stop hearing the word "viral" in 2010? I doubt it, but we can hope to hear it a whole lot less. I think the social media landscape is littered with enough failed viral efforts that most sane marketers and agencies will stop thinking  that social media as "free." There is a formula and a science to making social media efforts work. Dedicated resources, measurement of the right things, and adapting to what is learned will make social efforts more stable.

9.     Real-Time Search - This is perhaps the most "bleeding edge" of any of the trends/issues facing marketers in 2010, but I do believe it is one that can have a major impact -- and very quickly. The simple fact is that as real-time search improves, so does people's ability to get real-time, unfiltered feedback from peers on products and services. It will be much harder for brands to control or manage their reputation, as with review sites. Instead, brands will need to turn to strategies that encourage positive conversations to balance out the inevitable bad.

10.  Whatcha Got? I figured I'd leave the 10th open and hear what you all think. Drop me a line on Twitter at www.twitter.com/joemarchese and/or add your thoughts to the comments on the Spin board below.

Have a great New Year's, everyone! Thanks for reading in 2009, and here's to an exciting 2010!

4 Comments

Tue

15

Dec

2009

Using Voice Talent for your marketing campaign

So many marketing campaigns today take a multimedia approach to getting the attention of the consumer, to the extent that it may seems insufficient to market only in one direction.

A good combination of audio and video, presented on television, radio, or even online in the form of podcasts or webinars, is often the recipe for an advertising campaign that can reach potential customers with a strong message.All of these outlets offer ways to deliver your company's most important messages, but creating a visual impact isn't your only option.

It's become even more important to develop a key slogan or message that customers can link to your brand, and voice overs are one way to make your advertising stand apart from the rest.In nearly every marketing situation, there is something to be said for hiring voice over talent to speak directly to potential customers.

Below, I have list just six of the myriad of reason to hire a professional voice actor or actress for your campaign.

1. To help create an identity for your brand. To start your marketing campaign off on the right foot, you will want to create a strong sense of brand identity. A distinctive, professionally-done voice over can be the human element that makes consumers remember your brand.

2. A high-quality voice over shows professionalism. When you're speaking to a large potential audience, you're going to want to ensure that you're expressing your message in a manner that makes you look good. The right voice over talent will make your marketing seem polished and professional, and this will reflect on your organization as a whole.

3. To set you apart from others in your field. In the competitive markets of today, a new brand must innovate in order to reach the right audience, and you as a marketer must come up with memorable strategies to increase the brand's visibility - a high-quality voice over is a great start.

4. To create a harder-hitting advertisement. Print and visual media are all well and good-- in fact, they're essential facets of communicating effectively in marketing. Audio, specifically speech, however, is likely the most important of all. When customers are addressed by the right voice actor or actress, they're sure to listen, and sales will increase as a result.

5. Voice over talent can increase website traffic. As more people turn to podcasts, webinars, and even television for entertainment and business, you can boost traffic to your website with strategically-placed messages. Audio files on websites are becoming easier to implement, and people can simply tune in as soon as they visit your page.

6. Hiring a professional voice over artist doesn't have to be expensive. Marketing pathways like online podcasts and radio spots can offer a cheaper alternative to TV ads, bypassing the entire cost of producing visuals. With the right voice actor or actress, these media can be equally effective in reaching your audience and communicating a strong message.

Author Terry Daniel is a Professional Voice Over Artist from Minneapolis, Minnesota and Has Provided the Voice Talent for Dozens of Companies and Agencies Since 1991.
0 Comments

Thu

14

May

2009

Brand's Bashed - Oprah and KFC

Last week, to help promote their new grilled chicken option, a lower-calorie alternative to their Original Recipe, Kentucky Fried Chicken teamed up with Oprah Winfrey to offer a limited time coupon that offers a free two piece meal with sides and biscuits to its customers.


An overwhelming response of roughly 4 million people slammed KFC stores like a Tsunami, leaving angry and unfulfilled crowds nationwide when KFC stores ran out of chicken, and couldn't fulfill the offer.


KFC President Roger Eaton had to write a note of apology to would-be freeloaders who flocked to Oprah's Web site to download their coupons. "We are so sorry," he wrote, "but due to the overwhelming response to our FREE Kentucky Grilled Chicken meal coupon, we can no longer redeem the free coupon at this time." The company offered rain checks, along with a free Pepsi, to customers turned away at store locations.


Oprah's decision to put her name on KFC's promotion turned quickly into a PR nightmare and may have a lasting impact on both brands.


KFC's Bruised Brand


KFC's brand has been battered throughout its history. Founder and icon Col. Sanders often was criticized for how his image and product reinforced racial stereotypes, especially for a company headquartered in the Southern United States. Yum! Brands, the parent company for KFC, has also been bruised over the years with accusations of irresponsible food practices around the world including the treatment of chickens and concentrated animal feeding operations.


The failure to plan for and fulfill the offer is Have KFC executives' ever watched Oprah give stuff away on her show? What did they think was going to happen? This type of promotion has no margin for error. The exposure from Oprah, the national media attention all requires almost perfect execution - not just at the KFC corporate level, but at each store location.


Especially after Denny's restaurant's successful free Denny's Grand Slam breakfast promotion in February. That promotion also received high-profile promotion during a 30-second Super Bowl television spot. Denny's, which has 1,541 restaurants, estimated that about 1.5 million customers redeemed the breakfast offer but industry analysts say it may have seen more than 2 million.


In the end, instead of building business, KFC seems to have added to its bruised reputation and this time, it might not be recoverable - since service is key in the quick service industry.


The "Oprah" Brand


Simply stated the Oprah Winfrey brand - from her TV show, to O! Magazine, even her upcoming TV network - is all about "living your best life."

 

I'm not sure how Oprah is able to reconcile her message of healthier and greener options with her giving away free fast-food meals to the public. I suppose the argument is that if many people still go to fast food restaurants for meals, it's important to promote the healthiest options at those restaurants.


There's also something troubling about a campaign in which a black woman is the spokesperson for providing hundreds of people with grilled chicken. This collaboration has simply given media the opportunity to reinforce racist stereotypes.
My question is why Oprah would lend her name to KFC, which is a primary target of animal rights activists who say the chain uses suppliers-chiefly Tyson Foods (TSN)-that house chickens in deplorable conditions before killing them in a deplorable manner.
Oprah has repeatedly railed against factory farming and was once targeted by the meat industry for her on-air avowal to avoid burgers.
Paula Crossfield of Civil Eats wrote in The Huffington Post that because "Oprah has marketed herself as one who cares about animals, even getting a 'Person of the Year' award last year from PETA, this KFC campaign is a serious disappointment to say the least."


What do you think? What brand was more damaged by the failed promotion? Share your comments below.

 

7 Comments

Sun

10

May

2009

Ten Simple, Effective Small Business Marketing Ideas

Post Cards with your Advertising message produce response.

1. Print your best small ad on a postcard and mail it to prospects in your targeted market. People read postcards when the message is brief. A small ad on a postcard can drive a high volume of traffic to your web site and generate a flood of sales leads for a very small cost.

 

2. No single marketing effort works all the time for every business, so rotate several marketing tactics and vary your approach. Your customers tune out after awhile if you toot only one note. Not only that, YOU get bored. Marketing can be fun, so take advantage of the thousands of opportunities available for communicating your value to customers. But don't be arbitrary about your selection of a variety of marketing ploys. Plan carefully. Get feedback from customers and adapt your efforts accordingly.

 

3. Use buddy marketing to promote your business. For example, if you send out brochures, you could include a leaflet and/or business card of another business, which had agreed to do the same for you. This gives you the chance to reach a whole new pool of potential customers.

 

4. Answer Your Phone Differently. Try announcing a special offer when you answer the phone. For example you could say, "Good morning, this is Ann Marie with Check It Out; ask me about my special marketing offer." The caller is compelled to ask about the offer. Sure, many companies have recorded messages that play when you're tied up in a queue, but who do you know that has a live message? I certainly haven't heard of anyone. Make sure your offer is aggressive and increase your caller's urgency by including a not-so-distant expiration date.

 

5. Stick It! Use stickers, stamps and handwritten notes on all of your direct mail efforts and day-to-day business mail. Remember, when you put a sticker or handwritten message on the outside of an envelope, it has the impact of a miniature billboard. People read it first; however, the message should be short and concise so it can be read in less than 10 seconds.

6. Send A Second Offer To Your Customers Immediately After They've Purchased Your customer just purchased a sweater from your clothing shop. Send a handwritten note to your customer thanking them for their business and informing them that upon their return with "this note" they may take advantage of a private offer, such as 20% off their next purchase. To create urgency, remember to include an expiration date.

 

7. Newsletters. Did you know it costs six times more to make a sale to a new customer than to an existing one? You can use newsletters to focus your marketing on past customers. Keep costs down by sacrificing frequency and high production values. If printed newsletters are too expensive, consider an e-mail newsletter sent to people who subscribe at your Web site.

 

8. Seminars/ open house. Hosting an event is a great way to gain face time with key customers and prospects as well as get your company name circulating. With the right programming, you'll be rewarded with a nice turnout and media coverage. If it's a seminar, limit the attendance and charge a fee. A fee gives the impression of value. Free often connotes, whether intended or not, that attendees will have to endure a sales pitch.

 

9. Bartering. This is an excellent tool to promote your business and get others to use your product and services. You can trade your product for advertising space or for another company's product or service. This is especially helpful when two companies on limited budgets can exchange their services.

 

10. Mail Outs. Enclose your brochure, ad, flyer etc. in all your outgoing mail. It doesn't cost any additional postage and you'll be surprised at who could use what you're offering.


Barista Jim

 

 

20 Comments

Thu

07

May

2009

Essential Elements of Direct Mail

Don't want your direct mail to end up in the trash with the rest of the unread mail? Studies show an effective direct mail campaign should draw a .5 to 1 percent response. These tips will help you get the results you want:

 

1. A clear, bold headline. On the envelope or front of the mailer there should be one central message. The best way to achieve that is with a bold, clear headline that's not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.

 

2. A graphic that supports the message. The graphic should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with SOLD sign clearly visible out front. That graphic reinforces the message more than a simple picture of a home.

3. Color that pops. Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, "What do I see first?" If your answer isn't the headline, you might want to tweak the colors.

 

4. Subheads that lead into text. If you have a couple of paragraphs of text with no lead in, there's nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.

 

5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.

 

6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as "Limited supply" or "Interest rates are climbing."

 

7. Your company name and logo. Although this needs to be on the mailer, it shouldn't overshadow the offer. Customers care most about what you can do for them.

 

8. Call to action. Tell prospects exactly what you want them to do. "Call today for more information" or "See us online" are two of the most common desired actions.

 

9. Contact information. Provide your name, phone number, and Web address directly following the call to action. Whatever you ask prospects to do, give them the means to do it easily.

 

10. Return address. A return address ensures you'll get returned mail from the post office and sends a message that you're an established professional. People feel better knowing the company they're dealing with has an actual location.

 

Barista Jim

14 Comments

Sun

03

May

2009

Brand - Slogan or Spirit?

A brand is not a slogan. Perhaps the greatest mistake many marketers make is to assume that a brand is simply a slogan or tagline. A slogan or tag line can sometimes capture the essence of a brand, it cannot create one. The brand must be understood first. Then, the right tag line or theme can reinforce it.


In fact, some of the best-regarded brands, such as Starbucks and Nordstroms, don't even have slogans. Bt the meention of their name brings very vivid and clear images to the mind of their consumers.


A brand is a unique collection of values that a product or service brings to the marketplace. Its the spirit and soul of a company. A company's brand exists within the
mind of its audience.

16 Comments

The Difference between Brand Essense & Brand Promise

Special thanks to marketingagencytalk.com
 May 12th, 2008 by MAT.


Saw these great definitions from Brand Strategy Insider that I just know I must share it here. I haven’t read a definition that’s so short yet so clear. Branding is a deep subject even for marketers. It’s small wonder that many folks on the street are totally at sea, and therefore have many different views, perception and belief on branding.

What is Brand Essence?

The Brand Essence is a two to three word phrase (typically in the format “adjective adjective noun”) capturing the “heart and soul” of the brand.

The Brand Essence is simple, concise, aspirationally attainable, timeless, enduring and extendable. Examples include “fun family entertainment” (Disney), “genuine athletic performance” (Nike), “saving great places” (The Nature Conservancy) and “caring shared” (Hallmark).

It is not a tagline or slogan, but rather the first thing an employee might say to quickly describe the brand to another in an elevator conversation (“This brand is all about…”). While a brand’s positioning might differ slightly from country to country and while its advertising campaigns might change over time, like a person’s character, the brand’s essence will largely remain unchanged.

What is Brand Promise?

The Brand Promise is a sentence that communicates the one thing that the brand intends to own in the target consumer’s mind. I prefer to express it in the following form: “Only (brand) delivers (unique benefit) to (target consumer).” A brand promise must be understandable, believable, unique/differentiating, compelling, admirable and endearing.

The ideal benefit to claim in a brand promise has the following three qualities: (1) it is extremely important to the target consumer, (2) the brand’s organization is uniquely suited to delivering it and (3) competitors are not addressing it. As an example, Harley-Davidson’s brand promise might read as follows: “Only Harley-Davidson delivers the fantasy of complete freedom on the road and the comradeship of kindred spirits to avid cyclists.”

The brand’s promise should drive everything an organization does and be manifest at each point of contact the brand makes with the consumer.