Our starting point is to be clear as to what we mean by "love for a brand". The love of a brand is more similar to the love of ice-cream than the love for a spouse. Love for a brand is actually a strong feeling of anticipation for something good, pleasant or beneficial that we believe with great certainty that we will get from the brand. It is the anticipation for good experiences, pleasant sensations or positive emotions. Consumers love the M&M chocolate candies, buying at IKEA, driving a BMW, using a Nokia telephone or searching for information in Google, exactly because of the focused and intensive anticipation which they enthusiastically describe as "love". But we, as professionals, need to understand what is behind the verbal descriptions of consumers, so that we will be able to stimulate such feelings. To stimulate anticipation for benefit is a more approachable task than to "stimulate love".How do consumers "fall in love" with a brand?Structurally, it happens in the same process as people falling in love with people. Let me describe how this happens. We all have beliefs as to what will satisfy our needs, what will be good for us and will make us happy. In many cases we are not aware of them or are only partially aware. Often they are not phrased in words, but exist in fleeting images and scenarios that we experience by imagination. They form our pre-disposition to desire.When a brand succeeds in being perceived by us as a tangible realization of our abstract beliefs regarding what will be good for us (the pre-disposition) - the anticipation that the brand will be good for us is the result. The brand is thus perceived as an opportunity to achieve the benefit that we have in our imagination. This is also what happens when we are seduced or fall in love with a partner, and this is also where the similarity between love for a brand and love as the basis for a relationship between people, ends. We anticipate that the brand will be good for us and therefore we want it. The commitment that we have towards people and the mutual pact that exists in relationships can never be formed towards a brand.How do we create the "Click"?The process of developing a brand starts with an insight. To reach such an insight we must unearth and interpret the non-conscious set of rules that constitute the pre-disposition of the consumer. There are advanced research tools that help identify this set of rules. They require psychological expertise and advanced interviewing skills and thus they are not commonly used by research firms (The tool that I personally use is called ForeSearch). The insight is only the beginning of the process. We use this to guide the creative process by which we devise a new concept for providing the consumer with a benefit that realizes his pre-disposition. This concept is the basis for the brand. How to influence the intensity of love?The more the benefit of the brand is perceived as important and as rare, so will the emotions be stronger. Then there's the question of how far can the brand be trusted to supply such a benefit in a good and consistent manner. Good management can guarantee the second factor. A brilliant strategy is needed for the first factor. How can you create an important and rare benefit? What you are looking for is a benefit that is intuitively important to the consumer, but not yet connected with your product category (I call this: Off-Core Differentiation). An example of this is the commitment at the heart of the strategy of The Body Shop chain of stores for the protection of the environment and helping the needy all over the world. In this way, successful brands enjoy immunity from imitation by competitors, as what they are doing seems so irrelevant to the category. The second rule is to supply this benefit in a new manner, unique and different from how it is supplied in other product categories.The benefit can be intangibleAny off-core benefit is by definition an "added value" to the benefit stemming from the product itself, as the benefit from the product itself is naturally on-core. The off-core differentiation that you adopt can be based on a benefit that is not tangible or experiential, but interpersonal, social or psychological. When De-Beers launched the brand "Right-Hand Ring" in 2003, they created a new instrument to achieve a social benefit. A woman can wear a "Right-Hand Ring" on her right hand of course, to signal that she is single, as opposed to a ring on your left hand, which signals engagement or marriage or simply a gift form her spouse (kindly note: in Eastern Europe, for example, the hand symbolism is reversed!). De-Beers created a symbol whose meaning is known to everyone through an extended advertising campaign, and as a result women can use it to send a message to their surroundings. How will the consumer "discover" the brand?It is easier for consumers to fall in love with a brand when they feel that "it comes from within them", as opposed to it being "sold" to them. The key to this is what I call "Electrifying Marketing" instead of "Satisfying Marketing". The usual marketing is "Satisfying Marketing" whose main objective is to please the consumer and satisfy him. In contrast, "Electrifying Marketing" promises surprise and excitement, plays hard to get, toys at the consumer and sets conditions and obstacles on the road to sweet satisfaction.How will you turn your brand into a great show?A good way to bring the brand's strategy to life is by using the tools of "Drama Theory". Furthermore, the success of a brand, which has an intangible value beyond the function of the product itself, depends on the consumer's willingness to accept something unreal as real, i.e. be in a trance (I call this "The Brand's Trance"). Drama has been known for centuries to put audiences into a trance where they allow themselves to be swept away by unrealistic plots. I usually begin the development of the creative approach for the brand's expression, presence and unfolding, with an analysis of the "Drama of the Brand". Every powerful brand provides the consumer with a benefit that he yearns for, and that is neither easy nor simple to achieve. The Drama of the Brand is the confrontation of two forces that occurs when the consumer attempts to achieve our brand's promised benefit, even before our brand is known to him. This analysis involves questions such as: what happens to the consumer when he is trying to achieve the benefit in other ways? What attempts and efforts does he make? What is the result? What internal and external difficulties does he encounter? How do they manifest themselves? How does he fail? And then? how does our brand help him in achieving the benefit he is seeking? Such clarification raises all the necessary materials for "dramatizing" the brand in a way that generates inside the consumer an exhilarating feeling of "found it!"
Creativity.This is one virtue a site must possess to lead the race in the ruthless competition in the Internet based business. With so many competition and rivalry going on, every method of marketing must be employed and utilized.It doesnt matter if you have a killer product or a fantastically designed website, if people dont know that you exist, it doesnt matter, and you are not going to make it big. Worse of all, you business could just get killed.While there are so many methods and schemes used by so many e-commerce sites today, there are still some of those that can help you with an extra boost in the popularity ratings. One of these is the so called Viral Marketing.While the term Viral easily depicts a virus, a word very much dreaded by all computer owners, it is not what it seems. You do not actually use a computer virus to spread your business; on the contrary it just might kill you. Everyone has had enough of all those pop up ads and spywares. "Viral Marketing" OverviewViral Marketing also known otherwise as Viral Advertising is a marketing technique used to build the public awareness of ones product or company. They use many forms of media to reach out to the public without actually promoting the product by riding on in other forms of addictive means that could get a person hooked and be obliged or amused to actually pass it on, with the product or company advertisement along with it.In a nutshell, companies ride on the idea that if people like the content of a media they will pass it on to their friends and family. They sponsor the certain media, such as a cool flash game, funny video, amusing story and such, which one may pass on to another with the company brand or logo or the products description or any other content to help promote the company or its product.Viral marketing has become a popular means of advertising and marketing because they are relatively low cost. To avoid being tagged as spam mail, viral marketing counts on the eagerness of one person to pas on the product. If a person sees the name of the person they know as the sender, they wont block it and open it as well.Many companies offer incentives such as discounts and rebates when they help in spreading their viral marketing. They rely on the number of recipients a viral marketing gets from one person in determining the amount or number of incentive they can be attributed with.Using Viral Marketing to your advantageThe main and foremost advantage of viral marketing is that you get a lot of publicity and public awareness about your site and your company. You get to generate a flow of traffic that are potential customers. With a little ingenuity and imagination, plus some incentives or prizes, you can reach out to a great number of people and announce your existence.Most every site and companies are catching on to the effectivity of Viral Marketing and Advertising. Not using it could kill your business. Along with other schemes and methods in promoting your site, like Search Engine Optimization and such, viral marketing could easily push you ahead in the rating games.Viral Marketing could be a sneaky way to get people to know about you and your company. You get them to pass your advertisement along. They are also very low cost that not investing in it could be downright a business suicide. All it takes is a great idea, a good addicting game, a funny story many ideas are still out there. Create a gossip or a buzz, many movies are promoted by using scandals and gossips to make them moir popular. Remember the movie The Blair Witch Project?Many big companies have tried viral marketing and have had many success stories with it. A classic example is Microsofts Hotmail. They were the first known big company to utilize the scheme and it has worked wonders for them.Now its your turn to use viral marketing to work wonders for you. Act now and reap the benefits Viral Marketing will provide for you and your sales figures.
You know, if you ever took a middle school earth science class, what a niche is. If you didn't well...a niche is an area where a person (whoever the niche is for) is able to survive and thrive. It has many different specific types but the fundamental idea is that is a place specially suited for a thing to not only make it but succeed in it. So niche marketing is finding a particular market where you are able to find success marketing your specific product. Some people have a product and find a market and some find a market and develop a product but the general idea remains the same.So how do you find your niche in "niche marketing" ? Well the answer is both straight forward and complex. First you need to find an area where the knowledge and/or skills that you possess make it possible to develop a product that is sought after. For example a person who has been raised on a farm in the middle of South Dakota will more likely find his niche in agriculture rather than fashion design. It also must be a place that you have energy for. You must want to get up and work hard on something in order to succeed at it and there is nothing harder than working hard no something that you despise.Another important concept in niche marketing that should be kept in mind is that it is helpful to find an area where you can be at the top of the competition. So burgeoning fields where you have the latest and greatest knowledge are natural areas to exploit. The laws of supply and demand in economics are very helpful for finding a profitable niche. That is to say that you need to find an area where the supply is low and the demand is high in order to get the best profit scenario. This is why professional sports players are able to make so much, if you have ever wondered. It's because there are only a few people in the world that are able to play that particular sport at that level (the supply is low) and people absolutely love sports (the demand is high).The beauty of the internet is that it literally gives you instant exposure to every market that there is in the world. This allows you to take advantage of whatever your particular skill is (for example making surf boards), even if your geographical area would otherwise limit you (for example you live in Siberia).
Many successful marketers began their careers as children setting up a lemonade stand or selling newspapers. Years of experience and exposure to more mature and intricate marketing techniques change a lot of things, but there is one aspect that is no different between selling glasses of lemonade and Internet marketing... customers have the power to decide whether or not to buy your product.Yeah, the products and marketing methods are changing constantly, but the driving force that motivates sales remains unchanged... so do the 4 things that steal sales right out from under your nose.1. The "I don't need it" attitude.Let's face it... need has little to do with what people buy or don't buy in the American culture. Want has everything to do with whether they do or don't buy. The most crucial aspect of getting a high number of sales is targeting the right market. It does little good to advertise to people who really aren't interested.What are you advertising? Where are you advertising? These two questions go hand in hand. If you're trying to sell hunting gear, it would make little sense to target mothers with small children. Sure a FEW of them hunt, but your return for the cost of advertising is going to be pretty low. Pay attention to what your target audience reads, and invest your advertising bucks wisely.2. The "I can't afford it" attitude.In a few rare cases, that may be true, but usually "I can't afford it" can be interpreted as, It's not high on my list of priorities." We can usually find the money for the things we really want.Go ahead and MAKE your product or service a priority. Dramatize the benefits they'll experience, sweeten the deal until it's irresistible, and put a deadline on it. Make it "too good to pass up!"3. The "I'm in no hurry" attitude.Procrastination is criminal in the marketing world. Yeah, procrastination steals money right out of our pockets! The customer comes... he sees... he wants... but when he puts it off, he never does get around to buying!What happens in the short time after he walks out without the purchase? Time quietly fades the emotions that were driving the sale, and the desire to shell out the dinero for your product soon fades away entirely. Don't let them leave without making the purchase. Now you can't put a gun to their head and force them to buy, but you can make a deadline on the special. A "take it or leave it" offer just might inspire the procrastinator to act now.4. The "I don't trust you" attitude.Buying is risky business, and most people fear making a foolish investment more than they fear never getting the product. You can allay those fears simply by implementing a few tactics that evoke trust and confidence for the buyer.Offer an unconditional money back guarantee. You'll effectively eliminated the risk factor that holds many consumers back.Use testimonials to let prospective customers know that you do deliver, and a satisfied customer can say it way better than you ever could.Be open to communication. Hey, when they know someone is willing to answer any question they have, the uncertainty evaporates. Don't let these four thieves steal any more of your profits. Deal with them effectively... get them out of the way!
With the rapid improvement in technology today, acquiring instant information has never been easier. This is a big advantage to many businesses but there is also a downside to it. The information acquired can estrange or frustrate recipients. Business cards can help put the emotion back into customer relationships with a personal touch. In the past, calling cards are used to tell the personality of a business man. With the traditional calling cards long out of style these days, business cards remain an important component in any workplace. It is important that your business cards exude professionalism because it is often the first thing that your prospect comes in contact with and they use your cards to sum up your professionalism. These little cards can bridge communication between your customers and you. They will serve as an introduction for your business. You can always design and print your own business card. This would be easy for you to obtain but keep in mind that computer generated business cards will always look like computer generated. With this in mind, you can always ask for the services of professional printing companies to create and print your cards. A professionally printed business card will exude professionalism. Likewise, professional printers are more familiar with the designs that are suitable for the standard of your company because they have encountered a lot of business cards printing projects in the past. Thus, their experience will greatly help you create a stunning and professional looking business card.The cost of printing business cards from printing companies is always a concern for many businesses. But the fact is the money you spend on professional looking business cards will be a solid investment for your own future. Aside from being cost-effective business cards are a potent way to stay in front of your customers. One way of making them attractive is to include quotes. It could be a motivational saying or anything that you think will interest your prospects. But make sure that you have all the necessary information in your cars such as your NAME this is very important as it carries your image and identity. Your name will be useful for your customers to know who they must contact. JOB TITLE the job title will tell your customers what kind of job you do and if your services suit their project. CONTACT NUMBERS this is very important because this is how your customers will contact you. ADDRESS also important because if all fails your customers will have another option to reach you. BUSINESS NAME having a unique name will be easily remembered by your customers. So remember it all starts with these little cards and next to it is recognition. Thus, dont underestimate the substantial benefits of these tangible objects.