If you believe you have an issue with more than one of the following, then you should consider rebranding. Typically, companies that need rebranding will have questions in multiple areas.
- Market Perspective: has the marketplace shifted due to competition, new product entry, sales or distribution and your brand has lost some relevance or traction as a result?
- Customer Shift: has the category shifted and your targeting/brand messaging has not?
As new customers enter the category, is your brand speaking to them?
- New Offering: has your product or service changed? new extension or new offering? how does it fit with your existing or past brand communications? how does your core target relate?
- Status Quo: the marketplace is rapidly changing, especially due to digital media. Is your brand up to date and built for the digital media age? This is a major issue for many established brands.
- Shift in sales strategies: targeting new markets, change in pricing strategy, packaging or partnering are all potential ways to cause brand relevancy to drift. Alignment of brand to current sales is critical.
We recommend a strategic exploration to define the issues and brand relevance before you embark on any marketing execution. Often, companies make a go/no go decision and bypass the step of investing a little money and time in defining the strategy. Taking this relatively short and inexpensive step may save lots of wasted budget down the road.
Our Chief Zealotry Officer, April Voris, is partnering with Professional Women in Building-Atlanta Chapter to host a webinar on Social Media Tips for 2020: How to Pivot in the Pandemic. Join April via Zoom on Thursday, May 21st from 10 – 11:15 am. Don’t miss this limited-time opportunity to learn how to get the most out of your social media during the pandemic. Visit https://bit.ly/2ST7eIg to register!
Master the Art of Social Media Marketing
Social Media Marketing Bootcamp is an online, hands-on seminar that includes case-studies and interactive exercises to reinforce the information you will learn. Through lecture, real-world examples, and discussion, class participants will have a well-rounded understanding of how social media marketing can be used for businesses, for their job, and even for career advancement.
The Bootcamp is a collaborative effort between the Department of Advertising and Public Relations in the Grady College of Journalism and Mass Communications at the University of Georgia and GRM. Each seminar is limited to 50 participants to ensure personalized learning. Seminars begin promptly at 9:00 am and conclude at 12:30 pm. *Online login information will be delivered once payment is received.
Upcoming Social Media Bootcamp
June 3 – 4, 2020 – 9:00 am to 12:30 pm both days.
Four sessions total:
June 3 – Social media planning and social media platforms
June 4 – Social media advertising and analytics
The Social Media Business Boot Camp price is $199. *Online login information will be delivered once payment is received.
To register, click here.
What is Your Greatest Point of Pain?
A survey of marketing pros by Reveries magazine a few years back remains timely. Three significant “points of pain” emerged:
You. The biggest reported “pain” was someone else, either a client or an agency person. More than 80 respondents identified someone else as their biggest pain; either not understanding issues, plans, goals, strategies, not buying into programs, subverting or discounting them or abandoning them before completion.
Information. The second biggest cluster of “pain” focused on not having enough information. More than 60 respondents noted that they did not have enough sound information to guide them. Of these, there were at least 23 mentions of not having the tools to effectively evaluate ROI or other results, not having relevant information in general, not enough information to develop effective messages, to select or assign media to create plans.
Resources. The third cluster had to do with the “pain of not having enough” – i.e., budgets, people, time to getting things done, or adequate systems.
Several noteworthy comments from respondents:
“Lack of respect within my company for marketing as a profession. We are still in the mode of “anyone can be a marketer.”
“The greatest Point of Pain is to gain the customer insight.”
“The point of pain – marketing people having no clue as to what their value proposition is, with no passion or sense of custodianship. This lack of involvement simply trickles down to the consumer, who in turn is lambasted with tired and frustrating brand messages. The result, consumers devoid of any meaningful relationship with their brand.”
“I’m pained by clients that don’t think like customers, forget that they are customers too, and are too internally focused.”
Insights gleaned and applied:
Have a clear-cut marketing strategy. Define value of planned activities, expectations on results and ensure that it is understood and bought into upfront.
Information is certainly not the issue today. Sorting through data and knowing what matters and what is important to apply is the issue. Forming insights into strategy remains an art.
No passion = no connection with consumers. Act like a consumer, think like a consumer and find the point of passion, not pain.
Certificate of Nonprofit Social Media
We are so excited to partner with the Georgia Center for Nonprofits
for another Social Media class!
In this five-part certificate series in the spring and fall, you’ll rapidly advance your understanding of social media practices for nonprofits, building a broad foundation and focused expertise in topics like advertising and analytics. Each course will feature tools and tips which you can apply immediately.
Learn more about the courses here
Got room in your wallet for another ‘rewards’ card? Didn’t think so. In the age of smart databases, why should it be incumbent on you as the customer to keep up with a reward card, punch card or remember a membership number? Tracking past purchases should be a no-brainer.
And, so it is for Advance Auto Parts. To differentiate their loyalty program, they have shifted much of the ‘loyalty program’ responsibility from the customer to the company. They promote it as “no cards, no points, no nonsense.”
Our success in social media is due in no small way to practicing the same fundamentals used in traditional ad campaigns … and not simply pushing out ‘posts’. Content (or creative) has always mattered. Greatly. More from our friend Patrick Scullin: www.EmpatheticAdman.com
The Martin Agency is the rare agency that has maintained top drawer excellence and culture for several decades. So, worth noting recent quotes in Ad Age from their chairman, John Adams. “Ever since advertising was invented, its job was one of presentation. But with digital, it’s all about starting a conversation. You’ve got to be prepared to join the conversation and to think about yourself as a participant in the conversation not only as the presenter of the brand. It’s a different mindset.”
Wisdom from an accomplished veteran.