|
Advertising Resources and Links
Quick Marketing Tip: The Mighty Business Card
Friday, 18 June 2010 17:49
The business card has been treated with disdain for far too long! I just won’t have it anymore! It is in fact one of the greatest sources for enabling referrals and information available in any marketing package.
There is key information that belongs on every business card: logo, name, title, telephone, email, website (fax is often no longer required). Other than contact information – what belongs on a business card? What should it reflect? Should it be double sided?
The business card should reflect how you want your business to be perceived by your client/customer. An example of a business card for a graphic design firm is likely to have something very funky, graphic and unique, whereas a professional services business card will likely be more tradition in scope. The reason for this relates back to branding – when you pass that business card to someone, it conveys how you do business. Most expect creativity and innovation when working with a design firm, however most clients prefer something strong, sombre and reliable feeling when working with a professional services firm.
Next, what happens once you’ve passed that card on? This is the part that determines if your card is single or double sided. If it’s a retail establishment or restaurant, you might have a bounce-back coupon on the other side, or a “mini-menu.” A concept might be to do smaller runs of business cards in these cases so that you can adjust the back of the card for a current promotion. Then when the customer comes back in, your establishment can hand them two new cards with a new offer on the back. Why two? So your customer can give the other one to someone else of course.
For a professional services, or financial services person having one side blank, or at least have room to write on it somewhere is a good idea. This allows the individual that received the business card to write some quick notes on the card – while keeping it directly with the contact information. This way, the notes don’t get lost. OR – you could even write a quick note about your key point from the conversation on the back for them and personalize it.
It’s all about getting, and keeping, yourself front-of-mind.
|
Back to marketing basics: Branding
Friday, 18 June 2010 17:35
The word branding is often bandied about without clarity or a true definition. It has become the latest catch-phrase in marketing and communications without any meaning attached behind it. Some think of branding as just a logo and others have moved it up a level to include throwing the logo on a bunch of "stuff." However, in reality, branding is far more than the logo and placing it on goods, advertising and signage. Branding is the development of a company's identity that extends beyond the logo to include various other facets of the business. To create a comparison, if a company is thought of as a person, the logo would be its face. An individual is far more than their visage and the sum of their parts; each person contains much greater depth and personality, thus an identity for themselves. In some ways, so too could it be said for a company when we think of its identity. A company's identity is not just the logo but includes the consumer's perception of it to include what it does/sells, how it acts/reacts to the world, its treatment of employees, its social and ethical responsibilities, and even what it "aspires" to be.
In short, branding is the ongoing development of a company's identity that extends beyond their logo. The consumers recognition of the company's identity is referred to as brand recognition.
Quick test:
Below, there are three selected logos. Each is a world leader, not just in its product, but especially when it comes to branding.
Look at each logo then, answer the questions below (please see footnote 1):
1. What is the company/organization's name?
2. What does the company/organization do?
3. What do you think of when you see the logo?
4. What imagery goes through your mind?
Brand Recognition
Successful brand development results in immediate brand recognition. This is when someone sees that logo - they don't just think Company X, they also recognize the company's identity, as exemplified in the examples above. Another sample of brand recognition in the secular world is the Coca-Cola commercial "I'd like to teach the world to sing." Many people still hear the song playing in their head anytime they see a Coca-Cola bottle.
The key factor here is that each logo is able to quickly and aptly represent a clear company identity with merely a logo and no words. So, yes, the logo is integral to branding, however, branding is the creation of the identity of the company that travels with the logo wherever it goes.
Now, review your company's name, logo, your business card, etc. and ask the same questions as stated above as if you were looking at it for the first time. Or, take it one step further - place your logo or company name on a piece of paper, nothing else on it, then ask the store clerk wherever you are next to look at it and ask them those same questions above.
Besides question #1, if one cannot quickly answer 2, 3, or 4, it means there is work to be done.
While many advertisers are small businesses, one can still learn from the big business contenders. There is no reason why a small business cannot have the same brand recognition in its own region. This is an attainable goal for any small business - it just takes some work.
Footnote 1: Each of the logos represented here is for educational and journalistic purposes only and is not, and should not, be considered as an endorsement of the Roman Catholic Church, the Archdiocese, The B.C. Catholic, or other related entity nor should it be considered that the company/organizations represented below endorse or support the Roman Catholic Church, the Archdiocese, The B.C. Catholic or any other related entity. These logos and companies were selected due to their exemplary global marketing and branding recognition.
Last Updated on Friday, 18 June 2010 17:48
Quick Marketing Tip: Wallet Sized Calendars
Friday, 18 June 2010 17:33
Always create marketing materials that people want to keep close-by and will refer to often.
A great piece to create for business promotions is a calendar. One initially might think, "Big Money!$$", however, this isn't necessarily the case. Instead, how about a calendar the size of a business card? Personally, I keep one business card sized calendar with me at all times (from a certain financial institution that is not yet a client of mine). It's faster and easier than looking it up on my cell phone, or using a large calendar AND it's always close at hand wherever I am. The point is - I refer to it OFTEN, I even look for it when I'm in front of a computer, etc. because I've created a preference for it, and thus a habit.
There are numerous ways to design a calendar as well. Designs can range from wallet sized, to a folding tent type that stays propped-up on someone's desk at work. When reviewing your designs, remember to keep the calendar as uncluttered as possible by reducing the information and graphics to include to no more than the following:
1. Calendar
2. Logo
3. Contact information.
Simplicity works in your favour here.
NOTE: This is especially good for lawyers, professional health service providers, real estate agents and really anyone that has one-to-one business dealings!
Welcome New Advertisers
Friday, 18 June 2010 17:29
Thank you to our Advertisers
Friday, 18 June 2010 17:27
Coming - May & June!
- Alfred Horie,
- Best Old Gold,
- Bob Resch,
- Carlson Wagonlit (HolidayTrips.ca),
- Catholic Missions in Canada,
- Chalice Canada,
- CISVA - Archbishop Carney Secondary,
- Dawson Truck Repairs Ltd,
- Development and Peace,
- Domestic Abuse Services (Our Lady of Good Counsel Society),
- Gerard Doody,
- Franciscan Monastery Pilgrimages (Advertising Media Plus),
- GVCCU,
- Indus Travel,
- Knights of Columbus,
- Lancaster and David, Chartered Accountants,
- Full Capacity Concerts,
- Our Lady of Perpetual Help School,
- Respect Life Office (Come Rest Awhile) and (Pro-Life Mass/Vigil),
- Salmon Rentals,
- Sampaguita,
- Special Travel,
- Scarboro Missions (Apple Communications),
- Sinclair Travel,
- St. Francis Xavier School,
- Travel with Liz,
- Vancouver College,
- Your Man Tours (YMT),
- Catholic Women's League,
- Gardens of Gethsemani.
Last Updated on Friday, 18 June 2010 17:31
|
|
|
|
|
|
Page 1 of 2 |
|
 |
Special
Administrator - Saturday, 04 September 2010
 By Barb Fraze
WASHINGTON (CNS)
The controversy surrounding a bishop in a Catholic diocese about 160 km from Beijing illustrates the problems facing Chinese Catholic communities trying to follow Pope Benedict XVI's instructions to unite.
Coadjutor Bishop Francis An Shuxin of Baoding, who spent 10 years under house arrest for refusing to join the government-approved Chinese Catholic Patriotic Association, agreed last year to join...
Read more...
|
Multimedia
|
|
|
Click image to watch Video
|
|
|
