brand promise, competitive advantage, differentiation, keywords, organic SEO, Search Engine Optimization, search terms, SEO, technical SEO, website

Why Adjectives & Qualifiers Matter in the Game of SEO

Not that long ago, I wrote about the importance of “differentiating with detail.” The more detailed an organization can be about what makes them the best provider of a particular service or product, and therefore, how they stand out from a competitor, the better.

In somewhat of the same vein, as I help organizations of all shapes & sizes better position themselves to rank well in search engine results for the terms their target audience(s) are most regularly searching on, I’m continually reminded of the importance of detail and the benefits of “unpacking your adjectives” called out in the Schoolhouse Rock piece from my childhood below. What I’m seeing on a fairly consistent basis is this — organizations are not qualifying or describing their services or products in enough detail. They know what product or service they offer, and therefore, expect their target audience(s) will know too. The problem with this is that their target audience may not find them in the first place, through a search engine search, because the organization isn’t sending out appropriate signals via their website content and behind-the-scenes page title tags.

Here’s some examples that demonstrate the issue above:

Let’s say you’re a business-to-business (B2B) organization primarily offering consulting services to a particular industry or related to a particular function/department of an organization. You need to call that out in website page content and page title tags. For example, if your organization primarily works with higher education organizations or individuals in HR roles at an organization, you need to qualify/modify the phrase “consulting” in website page title tags and content, i.e., use terms like “HR consulting services” or “higher education consulting services.”

Only offer your products or services in a particular geography? Well, that’s another reason to break out the adjectives and modifiers like “Greater Boston”, “South Shore MA”, or “New England” in website content and page title tags like “South Shore MA digital marketing agency” or “digital marketing agency serving New England.” You wouldn’t believe the number of organizations I’ve seen with websites that have no “geographic triggers” in website content or page title tags to inform search engines where they operate/who they serve. In this scenario, it’s impossible to rank well in local search or in geographies you serve that are “not local.”

Are your services or products offered on both a wholesale (B2B) and retail (business-to-consumer (B2C)) basis or just one or the other, and is that obvious to search engines who are crawling/indexing your website content and page title tags? For example, if you offer food products that can only be bought retail or wholesale, are you making that clear through using the right modifiers like “hospitality industry food products” or “food products for the hospitality industry?” Or, “consumer food products” or “retail store food products?”

Do both businesses and individuals/homeowners need the type of services you offer, and do you only offer one or both? Make sure you spell that out through language in page title tags, such as “home roofing services”, “residential roofing services”, “commercial roofing services” or “business roofing services.” Or, “residential real estate appraisal services” vs. “commercial real estate appraisal services.”

I think you get the idea, and trust me, you’ll reap great SEO rewards just by keeping the above need to “modify” in mind when you either review an existing website from an SEO standpoint, or are writing page title tags and website content for a brand new site. And, as you go through this exercise, as our blog post reminds, think about how and when to use acronyms, industry jargon, scientific terms, internal speak, etc. to modify/qualify certain services or products you offer. Give great thought to whether your target audience(s) are using the aforementioned in the search terms they enter into a search engine like Google. If you don’t think your audiences are using those terms, forego using them in website content and page title tags, and instead, use the “lay person” terms that they are likely using.

Not sure what search terms/keywords your target audience(s) are most frequently entering in search engines to identify organizations that offer your particular products or services? Reach out. We’re keyword research and planning experts and can help you determine what phrases to focus on in website content and page title tags and how to best modify and qualify the products and services you offer.

 

 

 

 

 

brand promise, competitive advantage, Customer Service, differentiation, good will creation, Memorability, Uncategorized, User experience

Why You Should Remind & Require Employees to “Do Your Job” and Do It Well

In my last blog post, “In Praise of Praise”, I shared my thoughts about how, in this day and age of “digital sharing”, an organization’s success or failure may be very dependent on customers’ online reviews/ratings. The same success-failure relationship holds true for an organization’s customer service quality, which, of course, individuals likely take into consideration when reviewing or rating an organization online. As a marketer, I’ve always believed prompt, effective, exemplary, and customer-satisfying customer service delivery is an organization’s most important marketing tactic and a marketing “no-brainer” along with having an effective website that is optimized for SEO. In very competitive markets, where there is little differentiation between products or services offered, it often is the one and only true differentiator.

I’ve also always been a big stickler when it comes to doing your job and doing it well — this includes having high expectations of myself as well as my co-workers, and thus, my always wanting to deliver outstanding work, both in corporate and consulting roles. I’ll never forget how, while employed at my very first permanent post-college job in a prominent bank’s corporate banking area, it was noted in my review as a criticism that I had too high or unreasonable expectations of co-workers. I couldn’t understand that being a negative trait at the time, and I still don’t comprehend why it was a perceived as a weakness that I would voice a concern to my manager whenever staff in the Bank’s wire transfer area messed up a transfer for the Bank’s biggest corporate customer — whose relationship I and my boss managed.

DO YOUR JOB

Fellow Bostonians and fans of the New England Patriots are sure to be familiar with the “Do Your Job” command associated with Coach Bill Belichick in recent years. I’ve been thinking about this statement a great deal lately, primarily because I have had, or friends and family have shared with me, so many recent experiences where individuals didn’t, had to be pushed to, or refused to do their job. It seems like it’s becoming more and more common for individuals to:

  • deliver slow or no service
  • express through body language or spoken language that they’re annoyed that they have to serve or help you, or that you asked them to serve or help you
  • ask you to self-serve or do their job for them
  • be immersed in their cell phone and not their job
  • continue talking with their co-workers when they see you standing at the counter or in line waiting to be helped

A couple examples of the above. Earlier in the week, my husband and I visited a popular and busy museum in New York City. The individual working at the coat check did not speak to us at all when we came to pick up my coat and bag, despite having chatted quite a bit with us when we dropped them off. Instead, she was very slow to get up out of her chair and get our things for us, and seemed very irritated that she had to do so. The fact that she had spoken with us previously meant there wasn’t any kind of language barrier getting in the way of her communicating with us. Therefore, she could have said “thanks” when we handed her our token and ticket to pick up the items, wished us “a good evening” as it was late in the day, or commented or asked about our visit or about our returning to the Museum. Even a smile would have gone a long way with us.

A family member recently needed help with a technical issue he was having with some software. He couldn’t figure out why he wasn’t able to get the software to function right, despite numerous attempts to use it to accomplish a necessary task. Instead, he was asked to do an extensive amount of trouble-shooting and rework on his end by the software company, when the individual with whom he was interacting could have easily identified the glitch/helped him resolve the issue. Basically, he was being asked to self-serve. And — I know I’m stating the obvious — that’s a common occurrence right now. We’re being asked now to regularly self-serve at checkout lines at the grocery store or pharmacy when we purchase products, and even self-serve related to services we receive.  And, even some smaller shops have implemented such technology.

Sure there are times when it’s helpful or quicker for customers to be able to self-serve, but I don’t believe that individuals should ever be forced to self-serve, and if we have to self-serve, shouldn’t we receive some kind of product or service price discount? Self service should be just one of several service options offered to customers. By offering self-service, organizations may believe their customers will be more satisfied, and in some cases, that may be true, but the organization also misses out on the opportunity for an individual to rave about the exceptional/outstanding/world-class service they received — service that may be the deciding factor in whether they return to a store location or use a particular service again, or the deciding factor among those with whom a client shares information about your organization’s service level.

patriots

So, what are the marketing and management implications of all of the above?

  • Managers of front line staff need to regularly conduct an assessment of how those customer-facing staff are doing their jobs and if they are doing it well via:
    • service surveys conducted of customers — I’m going to give a shout-out to the Lucerne Hotel in NYC — because they recently surveyed me with an online tool at the beginning of my stay and after my stay. Way to stay on top of any possible customer service issues!
    • hiring a mystery shopper to provide customer service experience feedback if your organization has one or several storefronts or locations where individuals receive face-to-face/in-person service from an employee
    • customers reviews posted on Facebook, Yelp, Google, and any other rating/review sites that might be relevant to your particular industry
    • other tactics, such as listening in on a staff member’s phone call with a customer (this should not be done without the staff member being aware of it, of course, or at least aware that, at any point, you might might be listening in on a customer call)
  • Organizations should ask themselves whether ALL of their target audiences/customers will welcome having to self-serve. If the answer is “no,” and there are customer or prospective client audiences who likely won’t welcome self-service, then a service option where an organization’s employees assists or waits on customers is required.

I’d so welcome hearing your thoughts and experiences related to being the victim of someone’s unwillingness to do their job or being forced to self-serve. So, please do share!

brand promise, competitive advantage, differentiation, Memorability, sales, taglines, target audiences, Understanding Your Environment

Defining Your Differentiator With Detail

I was prompted to write this post because of recent exercises and discussions in which I engaged related to how an organization differentiates itself from competitors. Earlier in the week, related to an opportunity I was pursuing, I needed to express in writing what makes me and my organization different from (well, really better than) other marketing consultants. I also had a discussion yesterday with a prospective new client — one in the very initial stages of creating a brand/identity — about the importance of calling out in marketing activities, including branding, what made his shop different from competitors.

Q: Why Should Your Target Audience(s) Choose Your Product or Service Over That of A Competitor?

Answering the above question is no easy feat! In certain industries, and with particular product and service offerings, it can be extremely difficult to identify a differentiator, particularly if your organization operates in a highly regulated industry where certain product and service features are limited or mandated by state or federal regulations. I’ll give an example from my corporate marketing days. I worked for two health plans who served individuals qualifying for state-funded health care coverage, such as Medicaid. The states in which the health plans operated had very specific guidelines regarding what plans could and couldn’t offer members related to the various healthcare coverage programs for which they were contracted. This made it very difficult to create and execute program benefits, features, services, etc. that stood out from competitors. For example, on the customer service and coverage front, state-contracted health plans were required to achieve a mandated level of customer service and coverage. One of the ways plans attempted to stand out was to offer tangible wellness benefits such as free car seats, bike helmets, etc.

Despite the type of challenge described above, I believe each and every organization can and should identify what makes them unique/special/different (in a positive way!) from competitors. To aid you in landing on a “differentiator with details”, i.e., an explanation that has some “meat” to it and isn’t vague or general, I’ve outlined steps and questions to use as you brainstorm individually or with others at your organization about how and why your products and services outshine your competitors, i.e., why your organization rocks!

Stand out from the crowd and different concept , One red balloon flying away from other white balloons on light green pastel color wall background with reflections and shadows . 3D rendering

STEPS FOR DETAILING YOUR DIFFERENTIATOR

Step One: Identify Broad Differentiation Categories In Which Your Organization Falls

  • Determine the broader categories on which your organization can differentiate its products & services. Note that there will likely be some overlap and your organization will fall into several categories.
    • convenience (location, online/website user-friendly tools & apps, hours of operation, portability of service/product; ease of use of product or service)
    • product features (consider how they speak to the various senses: taste, feel, appearance, sound, smell)
    •  less tangible benefits, such as free assistance on certain topics or activities or ongoing e-communications that educate client on topics of importance to them
    • customer service (hours, days, quality, free vs. cost – does client have to buy service package?)
    • speed (how much turnaround time to receive service or product post-order/engagement?)
    • depth of expertise (# of years in business, in a particular industry, on a particular topic, background of organization leadership, etc.)
    • price/value (this can be tricky to promote, and often isn’t the best way to differentiate yourself, unless you know you are the lowest-cost provider, and that “low cost” won’t be associated by your target audiences with being low quality)
    • quality & durability of work, services, or product (materials used, how long something will last/be valuable)
    • breadth of offerings (can your organization meet several needs or pain points of clients immediately, or if needed in the future?; do you offer one-stop shopping or connections to experts when needed?)
    • organization size (what does your size allow for — more personal attention, less overhead equating to lower cost, more services and diverse staff experience?)

Step Two: Evaluate Which of Your Broad Categories of Differentiation Matter to Your Target Audience(s)

Ask and be honest with yourself about the following:

  1. “Does/do my target audience(s) value what makes me different/is my differentiator important to a prospective customer?”
  2. “Does my differentiator speak to a particular pain point or several pain points that a prospective client is likely experiencing?”
  3. “Are you able to communicate your differentiator quickly/efficiently in a language your audiences will understand?”

At a minimum, you must be able to answer “yes” to #1 and #3 above if you plan to market your differentiator and have it resonate with target audiences, and ultimately support sales and lead generation.

Step Three: Build Out The Details of Your Differentiator

Hopefully, the above exercise landed you on one or two broad categories of differentiation that will be meaningful to prospective clients. Now, it’s time to build out the details. Let’s use size as an example. The “About” page of my site includes the following reference “Our small size means our Principal, Gail Snow Moraski, will be directly involved with your account, providing the experience and attention ALL clients deserve.” If your organization is a large shop, and you believe prospective clients will benefit from that, elaborate on why being large is beneficial. Your details around your large-size differentiator might reference the diverse, extensive experience of staff, the one-stop shopping you offer, the many, varied services you offer, or even the stability of your firm and the likelihood it will be around for a while.

Another differentiator example from our my own organization. Our tagline is “Maximizing Results Through Research-Supported Marketing.” I hope and believe that it expresses to prospective client audiences that I won’t encourage them to execute or continue any marketing activities that don’t generate leads or sales for them. And, that our tagline conveys that we are a data-driven, analytical shop. I consider my research and analysis skills a differentiator from some fellow marketing consultants who offer certain marketing & communications services, particularly writing- or creative-related ones, but don’t necessarily know how to determine in advance what marketing vehicles or activities (employing content or images/graphics they’ve created) should work as far as generating sales go, or how to go about analyzing what worked in the past. On the other hand, some marketing consultants have differentiators or skills that I don’t have, such as an artistic background/eye or experience creating and laying out sizable documents, such as annual reports.

In sum, the key to identifying and promoting your differentiator(s) is knowing which of your strengths a prospective customer will value most, and then, making it clear through understandable, concise statements what that differentiator is and how your target audiences will benefit.

We always welcome a good marketing brainstorm, so if your organization is struggling with determining your differentiators, which to promote, and how to effectively communicate them, we hope you’ll reach out.

 

 

 

brand promise, differentiation, good will creation, marketing consultant, Memorability, Understanding Your Environment

Branding At Its Finest

Any marketing professional worth their weight in salt is both in awe and envious of the successful branding run of the Morton Salt Girl. The Girl is celebrating 100 years and never looked so young and hip!  Kudos to all the internal and external marketing and advertising folk who kept her looking fresh and current throughout the years. She’s had some great stylists!

Who doesn’t love the Morton Salt Girl? I mean what’s not to love? Despite the fact that the Morton Salt Girl is wearing clothes de jour, if you’re an adult, she still takes you back to your days of youth when you enjoyed being out in the rain with your umbrella, splashing in puddles, and getting your shoes as wet as possible.  And, if you are a child, there’s an immediate connection because of the clothes, and the fact that she, like you, knows the joys of “singing and dancing in the rain”.

The Girl still looks down-to-earth, and similar enough to the Girl we’ve seen throughout the decades in various styling stages, that she continues to support Morton’s brand promise to us that the Salt she promotes will bring all good things — like old-fashioned cooking, low-key suppers with family and friends, folks gathered around the kitchen and dining room table. Just general togetherness and slowing down for baking and cooking activities, i.e., more traditional activities, and the ability to step away from the fast-paced high-technology world for a minute. That’s a lot for one GIRL to convey, but she does it just wonderfully by her simplicity and her commitment to obliviously enjoying her day in the rain — with no desire or interest in being the sun or spotlight.

What memories does she conjure up for you?

Learn more about the Morton Salt Girl here: http://www.mortonsaltgirl100.com/.

competitive advantage, differentiation, diversity, keeping up with trends, marketing consultant, staying current

The Value of Diverse Industry Experience to Both Employee and Employer

No clever, punchy headline today.  Instead, a statement about which I feel very strongly.  In the past several weeks, both I and friends who are in the marketing field and seeking contract or permanent employment, have had potential employers or people we network with make comments indicating that they didn’t think were appropriate for a particular job in a particular industry because we had no industry experience.  Or, we’ve had comments along the same vein made to us that the hiring company was likely to, or was going to, proceed with another candidate who had experience in that’s company’s industry.  And, we’ve been told, “well, I would have spoken with you about X,Y,Z opportunity, but I thought you were only interested in or able to do work in X,Y,Z industry”.

My whole career I’ve never forgotten a statement made by my then VP of Marketing and Sales.  He told his staff at a team-building event, “don’t just strive to be the best in our industry, strive to be the best in any industry.  Look at what world-class organizations are doing in other industries, and not just ours”.  I never forgot that.  At the time, I was employed at a health plan that had unfortunately allowed itself to become a bit of a dinosaur, relying on past achievements, and not keeping up with the times.  He encouraged us to look toward world-class organizations such as FedEx for inspiration and role models.  At that health plan, as part of a sales conference I helped plan, we had a speaker from a leading hotel chain that had received accolades for outstanding customer service, address our group.  The hotel representative talked a lot of about how to improve customer experience by thinking outside the box.

I digressed a little, but it was with a definite purpose.  The above reinforces, that quite often, both an employee and employer benefit when an employee has been able to work in and/or get exposure to different industries.  I’ve found this to be very true in my case.  At this point, between my permanent positions and my various contract and agency positions, I’ve served clients in or worked in the following industries:  healthcare (health plans and hospitals), financial services (both investments and banking), higher education, consumer goods (health and beauty, food, and more), manufacturing, hospitality, private investigation, non-profits serving vulnerable populations, real estate, and I’m sure there are more.

I believe without a doubt that employers and clients both have benefitted greatly from the fact that I am able to bring best practices and innovation from other industries to any work with which I am involved.  And, without a doubt, I’ve grown professionally, mentally, and emotionally from having exposure to so many distinct industries with their distinct challenges.  It’s kept my mind sharp, kept me learning, and kept me quite happy.

I’ll just close with this simple hope — that employers won’t shut out/dismiss potential contract or permanent employees because of lack of industry experience, particularly us marketing and communications folks.  My experience has proven that marketing and communications skills are extremely transferable across industries, and as long as a potential hire is intelligent, they can fairly readily learn the nuances, opportunities, and challenges of any industry.  And, they’ll likely bring an open mind to the situation and discover some opportunities that someone who’s worked in an industry for years might not bring.

differentiation, diversity, keeping up with trends, marketing consultant, online advertising, staying current, Understanding Your Environment

While You Wait, Educate

I’m keeping the “ate” rhymes going in my topic header that I started with my recent To Make Sure You Relate, Integrate post, but the topic of these two posts are quite different. If you’ve read some of my recent posts you know that it takes a lot of hard work and commitment to launch a new business, including a consultancy.  And, there are a lot of starts and stops along the way.  You get very excited about a prospective client meeting and spend hours preparing for it, so you are able to communicate what you know about your prospective client, their industry, their competition, and particularly their pain points. It’s particularly important that you be able to demonstrate what specific skills, experience, and activities you can bring that will help minimize or eliminate a client’s pain. Unfortunately, even when you are able to demonstrate your value proposition, prospective clients aren’t always ready or able to make the leap to engaging your services for a project or ongoing contract work.  They may already have relationships in place with organizations offering similar services, or they may need to obtain approvals from several levels higher up in their organization before they can start working with you, and/or they just may not have an immediate need for your services. Lastly, while you may be able to address one of their pain points, they may have greater pains that may need addressing first that aren’t in your area of expertise. You may be offering services to help them with a belly ache when they’ve got such sharp, shooting back pain that the belly ache, while troublesome, is not the area that they feel needs the most immediate attention.

As I advise friends who are seeking permanent, contract, or consulting work to do, I make every attempt to use any time where I am not doing client work and/or presenting to a prospective client/networking to educate myself on topics important to my industry and line of work. While I wait for my client work pipeline to grow, and when I feel I need a break from networking and selling myself and my skills, I attend webinars and phone discussions with/offered by experts in online/digital marketing.  I read blog and web site content about digital opportunities/marketing, and particularly, about improving SEO (search engine optimization) and optimizing pay-per-click/paid search advertising. If someone reaches out to me to attend a webinar — most are free — or asks to have a phone conversation about new digital marketing technology or any topic related to online presence, I’m almost always glad to listen in, have a conversation, etc.

I know keeping myself well-educated on all the ongoing changes and improvements in digital, traditional, and integrated marketing will make me a more valuable consultant to my clients.  Being well-informed just adds more and more tools I can add to my doctor’s kit, so that when faced with a client’s or prospective client’s pain point, I can share a variety of options with them that will help them minimize or eliminate their pain in an effective and efficient manner.

Continuously educating myself on topics related to my area of expertise and interest will mean that when a current or prospective client comes to me with a new pain point, I’m more likely to have the tools to address it.  In fact, the next time a client needs help with their back versus a toe, I may be able to help or have made a connection who can help (which will also create good will with any client). I don’t ever plan to stop growing and learning professionally, and I hope you won’t either.  It’s a great way to remain fully engaged in any industry or profession. You’ll remain enthusiastic and draw other enthusiasts toward you, including new customers who recognize you as being knowledgeable about their particular challenge.

brand promise, differentiation, diversity, integrated marketing, keeping up with trends, marketing consultant, Memorability, staying current

To Make Sure You Relate, Integrate

I’ve been working with a real estate firm to grow the number of individuals who list properties with them as well as to identify prospective customers for the firm’s listings, which include commercial properties for purchase as well as for rent. Because of how critical it is for organizations to have a strong online presence and marketing program, we put a lot of our initial energies into Google AdWords search and display advertising, social media, and Web content.  The firm’s online marketing and communications activities were minimal and causing them to miss out on opportunities.

While online marketing has generated some leads for my client, a small recent incident reinforced something I’ve always believed and regularly share with prospective and existing clients.  You never should put all your eggs into one marketing basket. While a large percentage of individuals do search for business or personal information or needs online — and for them, it’s likely that digital and online communications are their preferred means of communicating and/or gaining information — there is likely to always be some percentage of the population who prefers to obtain information or communicate by other, more traditional means.

The incident I referenced above was that the client had sent out a flyer to a very targeted list of prospective customers we had pulled from a public database — individuals who, because of their line of business, we thought might have some interest in a particular property.  This “direct mail” initiative ended up causing a strong prospective customer to contact my client, and reinforced that there are still people out there who will open, read, and take action related to a direct mail piece — whether it be a postcard, letter, or some other format.

Right now, my client and I are also looking into print advertising opportunities. Yup, good old-fashioned newspapers and magazines because, again, there are still prospective customers out there that prefer to or enjoy getting their information through print media.

fishing

Photo Courtesy of FreeDigitalPhotos.net

I believe I may have already shared this in one of my blog posts, but one of my favorite marketing sayings is “fish where the fish are”.  It’s really important to know what type of fish you are trying to catch, and then, what types of and what bodies of water they like to swim in. This will allow you to develop and execute an integrated marketing campaign that repeats messaging, creative, images, etc. across a variety of vehicles and media that are appropriate. This will ensure that each of the types of fish you are trying to catch are spoken to via a vehicle or media to which they can relate.  And, of course, you’ll get the benefit of repeated exposure by your fish to your messaging by employing many vehicles. Remember, the average fish doesn’t always stay in the same area of the lake. In fact, they may regularly travel between a river and an ocean, and like both fresh and salt water.  Maybe I should have titled my blog post “integrate with the right bait”.

brand promise, community involvement, differentiation, marketing consultant, Memorability, Passion, public relations

Something Not to Forget When Executing Marketing Tactics — Memorability

An organization that knows how to create memorability related to both its brand and its marketing activities is going to give itself an immediate leg up against its competitors. You’ve all probably heard the expression that “there’s no such thing as bad publicity” because it creates brand awareness, which then may prompt sales or revenue growth. I’m not so sure I agree that it’s a good idea to create memorability through strictly negative associations or activities, but I do believe is that if you can create something memorable that’s positive about your brand and/or in your advertising, your organization is likely to benefit from a brand awareness perspective, at a minimum.

A couple of well-known and simple ways of creating memorability related to both your advertising and your brand are with a jingle, a mascot, or both.  I was reminded of this at last week’s Braintree Relay for Life event, sponsored by Frito Lay, and attended by their furry tiger mascot, “Chester Cheetah”, who is highly associated with Frito Lay’s Cheetos snacks.  He was one of the major attractions at the event for children of all ages, including me!

 

 

Gail with Frito 2

My last employer, BMC HealthNet Plan, has employed a mascot for years, “Sunny” (a big sun character who wears big black sunglasses) , to create good will and brand awareness.  Sunny has attended literally thousands of community events and children and adults alike flock to him.

As far as jingles go, we all must admit that there are certain ones that we find appealing and that just stick with us. We find ourselves humming or singing them in the shower or in the car or they run through our heads while we lie in bed at night — and I don’t mean songs recorded by artists that are used as advertising background music — I mean jingles that were created to be used repeatedly in conjunction with a brand’s advertising for many years, or just for a particular marketing campaign of a brand.  Here’s one of my favorites.

In addition to mascots and jingles that can be associated with a brand for years and years and continue to contribute to the brand’s success, another means of creating brand or marketing campaign memorability is through messaging and visuals/creative that evoke emotion.  And, it’s actually a good thing if a brand or its marketing tugs at your heartstrings a bit, as long as there is an accompanying positive message.  For example, an advertising campaign can focus on a personal challenge or societal problem, but then offer an inspirational solution or show non-stoppable people rising above that challenge or helping those less-fortunate.

So remember,  mascots, jingles, and emotional messages/creative that show something positive rising out of tough circumstances, can all create memorability for a brand or the particular products, programs, or services it promotes.  Despite the fact that lately it would appear that human beings just want to hide behind their hand-held devices and not interact with others, songs, likable and cute creatures, and emotional, but inspiring messages, all provide individuals with an opportunity to connect.  And, that’s probably even more valued now by consumers than it ever was.

 

competitive advantage, differentiation, marketing consultant

Why It Literally Pays To Be Different

I recently consulted with a small business that was having difficulty maintaining a steady stream of customers and revenues.  There is a very crowded marketplace for this business’ services, i.e., many other businesses offer very similar services in the same geography and some are franchises of much larger chains, and therefore, likely have access to marketing activities available through their central organization/office.

After assessing this small business’ competition — something I do as part of my standard pre-work for a conversation with any organization looking for assistance with their marketing — I pointed out to this small business owner that, if they had any chance of succeeding at all in their over-crowded marketplace, they would really need to identify what differentiates them from their competitors, particularly since they did not want their differentiator to be lower/better pricing than their competitors. Then, they would need to market and create awareness of that difference.

A caution and a challenge regarding identifying and promoting your difference from competitors — your differentiating attributes must be something your target audience values, and if you’re the high-cost provider of a product and service, then, in addition, your target audience has to value those attributes significantly enough to be willing to pay extra for those services.

I attended a Webinar this week on how to grow a successful consulting practice. While as a marketing professional, I have spent countless hours trying to identify, and then figure out how to promote, program/product/service differences for a variety of organizations in a variety of industries, the Webinar was a good reinforcement that as a consultant I need to heed the same advice I give my clients. I’ve got to offer something unique and different from all the other management consultants out there.  Fortunately, I launched my business with that awareness and understanding. You can learn more about why I view my organization to be different from my competitors by reading Results’ first newsletter.

My husband and I are big fans of Ray Davies of Kinks’ fame and of his song “I’m Not Like Everybody Else“. There are many benefits to not being like everybody else, and for a small business owner they can be huge financial ones, as long as not being like everybody else and the reasons for it, are favorably viewed by your target audience.

brand promise, competitive advantage, differentiation, marketing consultant, Memorability, Passion, taglines

To Tag or Not to Tag?

Note: Since I wrote the piece below the video referenced has been removed from YouTube.

When creating new branding — whether it’s updating and refreshing an existing brand or a brand-new brand 🙂 — marketeers are always faced with the question that has plagued generations of marketing professionals:  whether or not to incorporate a tagline in an organization’s branding.

As with all life decisions and activities, there are pros and cons to incorporating a tagline. I have zero doubt that Nike would enjoy the strong reputation and revenues it has achieved without its “Just Do It” tagline. Who wouldn’t be inspired by or motivated to purchase a product associated with that message?  When I had to choose a company’s advertising to analyze in graduate school, I chose Nike because I found their messaging so likable and upbeat. How can you not like their ad messages and taglines that encourage everyone to be their best — regardless of their life status, their age, their gender, their athletic capabilities, or their love or skills for one sport over another?

I just listened to a video about why the ad agency that came up with Nike’s tagline — and yes, it’s so powerful and timeless  that it has now been in use for more than 25 years — and the gentleman who generated the phrase and proposed it for Nike’s advertising suggested it because he saw the power of it being able to unite a variety of proposed ads addressing diverse sports interests.  Nike is probably one of the best representatives  for a big “pro” of including taglines in branding.  A memorable and moving tagline can support interest in and pull together diverse program and product lines and provoke immediate recognition of  and positive emotion toward an advertiser.

On the “con” sign, the biggest challenge with a tagline, particularly if it’s part of a logo and/or associated with your larger corporate brand/identity versus an individual program or product is that it can weigh you down sometimes if it’s too limiting and really doesn’t apply to all your programs or services, if it doesn’t make sense to your target audience, or if target audiences simply don’t like or agree with it.  I think we’ve all read some taglines and said “what?” to ourselves. Those responsible for creating taglines need to be sure to think objectively and even consider testing their proposed tagline on their target audience to ensure effectiveness and appropriateness.

And, that leads me to Results’ tagline.  You’ll see I haven’t incorporated it officially into my branding or logo. As a new business, I’m still getting the “bugs” out of mine, and it varies slightly when I need to give my elevator pitch unexpectedly.  But, it goes something like this — “maximizing results through research-supported marketing activities”.  Yeah, it’s long, but I do believe it’s truly reflects Results’ philosophy that research should be conducted and/or considered before marketing implementing activities, and without a doubt, conducted during and after the activity is occurring. Learn more here.

You’ll see I love Jimmy Dean’s “Shine On” tagline and have included that in my “About Us” message because I find that tagline to be inspirational and believe others to do.

Not so much for a marketing decision or education purpose, but more just to inspire yourself today and in future days to step outside your comfort zone, take a few minutes to watch this Nike ad video.  Just Do It.