Transcript Basic Branding/Advertising/Marketing for Small Business

Basic
Branding/Advertising/Marketing
for Small Business
Harold House
Greenport
April, 2011
Branding is:
For a person, it is “who you are”. For a
company it is “what it is”
All companies have “attributes” which are
descriptive words of phrases that describe
your company
Please take a look at the 12 major brand
archetypes (see attached)
The Brand Archetypes
1. Innocent: Sense of wonder (like a little kid), ideas of paradise, ads for vacation destinations, museum
of Television and Radio (LA and NYC), Chicken Soup for the Soul books, Whole Foods, “Teach the World
to Sing” Coca Cola ad, Tom Hanks and Meg Ryan in Sleepless in Seattle, Forest Gump, Ikea, Baskin
Robins, Ronald McDonald.
2. Explorer: Trying to find a better world, desires to travel somewhere or be on the move, usually a solitary
activity. Ford Explorer, Jeep, Huck Finn, Homer’s Odyssey, freelancers, stumble upon, channel surfing.
(Side note: Starbucks is named after a character in Moby Dick – it is an explorer brand).
3. Sage: Someone that transmits knowledge. It can be anyone throughout history, or it can be someone
current. Oprah (and her book club); Persephone (and her understanding of the underworld and the
connection of ordinary life and death). Also there are sage organizations such as universities.
4. Hero: Singular journey triumphing over evil. Usually someone who sees things different or thinks
differently. Oedipus, Hamlet, King Lear. A long time ago the post man was a hero. FedEx is a hero brand as
are the Armed Forces, Green marketing and Nike
5. Outlaw: Romantic figures in literature such as Robin Hood and Lex Luther. Butch Cassidy and the
Sundance kid, Bonnie and Clyde, the Godfather, Darth Vadar, Altamont (following the innocence of
Woodstock). They have a positive and negative side. Brands include Harley Davidson and Captain Morgan.
6. Magician: They can transmit knowledge, but they are different from the sage because they can transform
something ordinary into something extraordinary. Harry Potter and Yoda, Hotels (Travelodge), Cruise lines
(Carnival), Mastercard’s “Priceless” commercials, energizer bunny, Ponzi scheme.
The Brand Archetypes
7. Every person/Regular person: We identify with and feel like we belong. Democracy,
Seinfeld, The Dove Real Beauty Campaign. Basically brands that make friends with people,
initial launch of Saturn, we all secretly want to belong and be accepted
8. Lover: Romance, intimacy, deep friendship (much deeper level of intimacy than every
person), belonging. Cupid, Venus, Hallmark, Victoria Secret, Burger King
9. Jester: Trickster used to lighten things up. Shakespeare used these characters a lot.
Advertising is a jesters’ career. Lots of jester stuff is male oriented (Budlight etc)
10. Caregiver: Selflessness and protection, moats, fences, police, Mother Theresa, Demeter
(goddess of harvest), Florence Nightingale…Most Hospitals
11. Creator: Artist or innovator, painter, chef, crayola crayons, legos, cooking shows,
Sherwin WiIliams Paint
12. Ruler: Leadership role, has control. Google and Microsoft.
Branding
Branding is a pyramid
Marketing
Mar-ket-ing
[mahr-ki-ting] -noun
the act of buying or selling in a market
the total of activities involved in the transfer of goods from the
producer or
seller to the consumer or buyer, including advertising, shipping,
storing and selling.
Marketing – in simpler terms:
Everything you do to introduce your store,
goods, services, products, etc., to the
general public
It is what you say about your product and how you say it
It is how your display your product
It is “how you tell your story” AND TO WHOM.
“To Whom” is the biggest deal
Can you define the next customer who
walks in your shop, calls you on the phone,
sends you an e-m, etc.?
When that person is roughly defined, it is
called defining by “demographics”.
Typical demographics are sex, age,
employment, education, family, etc.
Advertising is telling your story
To ad·ver·tise
/ˈædvərˌtaɪz, ˌædvərˈtaɪz/
–verb (used with an object)
to announce or praise (a product, service, etc.) in some
public medium of communication in order to
induce people to buy or use it:
to give information to the public about; announce publicly
in a newspaper, on radio or television, etc.
How advertising and Marketing
are linked…
This is the most complicated part so here are the steps:
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The first step was defining the “brand” and writing out the attributes
The second step is shaping your business to be “in line” with the
attributes you selected
The third step is deciding, demographically, who you want to reach
with your business – your “next” customer
Advertising to that “customer” is finding him and others like him in
bulk and finding an advertising vehicle that is “common to a lot of him
and similar hims” – writing an ad filled with your “attributes” that
states or demonstrates your brand and making your “pitch” to the
potential customers.
(whew – let’s look at that last one)
A little more depth
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Advertising to that “customer” is finding him and others
like him in bulk and finding an advertising vehicle that is
“common to a lot of him and similar hims” – writing an ad
filled with your “attributes” that states or demonstrates
your brand and making your “pitch” to the potential
customers.
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Finding customers in “bulk” is the key and most of it is common
sense. It is deciding where these folks are and where their
concentration is most frequent
The measuring stick for this is based on a very simple and strict
formula called the “CPM”.
CPM is the unit of cost in advertising and marketing.
CPM
This is really a division problem. It is Cost
per 1,000 of your target. Cost divided by
1,000. $/1,000.
For instance I want to buy ad ad in the
Peconic Shopper. It will cost me $100 and
1,000 people will see it. My CPM is $100.
CPM (cont’d)
Here are 3 publications with their
“circulations and “ad cost” and cpm:
Dan’s Papers 25,000
$ 500 $20.00
Suffolk Times 12,000
$ 325 $27.33
Newsday
106,000
$1200 $11.32
(don’t panic – I just made up the figures)
Where ever you decide to advertise you need to make that
simple chart and figure out what is the best buy.
CPM (cont’d)
But what about the “appropriateness” of the
readers?
Pub
Run
Dan’s Papers 25,000
Appro. Cost
CPM Target CPM
3,000
$20.00 $166.67
$ 500
Suffolk Times 12,000 4,000 $ 325
Newsday
106,000 24,000 $1200
$27.33 $81.25
$11.32 $50.00
There is the general population and your target population. The more
you target the more it costs to reach the customer.
Traditional Media & the Internet
You have three basic tradition media options on which to
communicate your brand:
Radio, Television and print.
Secondary “traditionals” like billboards, bus stop
signs, “drops” (Yankee Trader, Dans) are available in
countless forms.
Direct Response, handouts, flyers, etc. are a different
group with an entirely different scoring system. The
“Internet” is new vehicle and has advantages and
disadvantages of each of the above but is really direct
response at heart.
Direct Response
Instead of figuring costs per 1000s of potentials, direct response is figured
out by a formula that simple lets you set a price that you feel is justified in
bringing one customer in to buy your product.
I am selling a widget for $30. I can afford to spend $10 to get you to buy
so I spend $10 to take a cab to see you. I knock on your door. I tell you
what I am selling. I tell you why you need it. I ask you for the sale. You
buy and I take $10 from the $30 you give me and go find another door to
knock on – but this time I don’t have to take the cab – I’ll already in your
neighborhood.
That is direct response in its essence.
Traditional Media
Demonstrates the attributes of the brand
Functions under a “time frame” (length of
time) to present the message or a “space
frame” (column inches) to construct the
message.
In radio it is all aural while the others are a
combination of visual and aural or just
visual.
The parts of “Internet Media”
If you have a website, you can think of it as
your business that exists visually ONLY.
Where traditional media has space and time
restraints and your brick and mortar
business has walls and rent, your website is
virtually limitless and you have all the space
in the world to tell your story…that is the
dangerous part as well as the blessing.
Demographics and the Internet
Traditional media uses only a few dozen
demographic factors and then, through surveys
and history, has a number of what are called
Indexs (Dan’s Papers summer readers have a 190
Index for drinking Latte’s at Starbucks and 240
Index for driving a foreign made car).
2. The Internet has 10 times the data (thereabout)s
about every one of us and the “demographic”
characteristics can go out 144+ columns and
almost every Internet user.
1.
Got you both ways
Internet monitors know who you are by matching
up your IP address, cookies, email and
memberships and track you as you go. Almost
every transaction is tracked, every site visit
noted, etc., so your habits and patterns are very
well defined as a consumer.
2. The Internet also notes the words you type into
the search space when you go to find something
so not only do they know who you are but when
you search for something, they guide you based
on what you indicate you are looking for.
1.
It is a very good marketing opportunity
for any small business
If you have a website, even just 1 page, you can
describe your business so that the search engines
(google, yahoo, etc.) say “aha!! That site is all
about widgets and sells widgets” so the next time
someone looks to buy a “widget” the search
engine will suggest your site.
Because the search engine knows all about you –
particularly where you live – it also says “aha!!
I’ll suggest the widget store right around the
corner from him.
It depends on your product
If you make one custom canoe a year on
special order it might not be necessary to
have a site. If you make canoes by the
boatload for the general market, your
Internet marketing may really pay off –
and here is how you do it:
Adwords
The most common way is to take
advantage of people who type in search
words.
I can set up a program on Google in their
advertising section and here is the route in:
This page can be found at this link:
http://www.google.com/ads/faq/
Natural and Paid Search
Natural search is when
a user types in a set of
keywords and figures
your business is a
logical choice for what
the Internet user is
searching for.
Paid Search comes
about when a user
types in a search
phrase or words and
your “ad” is set up to
be relevant to that set
of words. It displays
an “ad” rather than or
in addition to your
website.
paid
natural
paid
natural
Social Media
Claiming followers on Facebook and Twitter is
time consuming but for many it is well worth the
effort “OVER TIME”. Twitter is a good
advertising vehicle as it creates instant short text
“announcements” while Facebook is much more
visual. There are dozens of other community
based social media sites and it is simply the way
things are and are going to be so it won’t hurt to
get your feet in the water.
Email
It is almost mandatory that if you have a
business that you ask for email addresses
every chance you get. If someone leaves
their email it is a choice they made and they
expect to hear from you.
It is the most overlooked “simple” tool in
electronic media.
Summary
The brand comes first. Define it and stick
with it. Enhance it and adhere to it.
Marketing is every effort you make to get
your brand in front of your customers.
Advertising is a palette of options to use in
getting your brand message known.
Contact
Harold House
631-833-1562
[email protected]