Hello,
Welcome to the February edition of the Platinum Mix eNewsletter. Last month we took a look at designing your logo, this month we take a look at the importance of reviewing your existing logo. This months issue will also shed a little light on direct marketing.
Refresh, Revitalize, Re-invent.
There is no scientific formula for when a company should review their brand (logo), and associated marketing materials (brochures, business cards, packaging and website, etc), but there are several indicators that may give you a clue that the time has come refresh your business' brand.
If you have maintained the same brand for 10 years, without review, it's safe to say it's time to refresh and modernise it's look and feel, thus demonstrating your business is reactive to its market place and willing to adopt change to align with the demands of an ever-evolving market place. The introduction of a new product or service, business merger or a change of leadership are all reasons to review your brand to ensure it is in-line with market forces and remains indicative to your business' core values and differentiators.
For business-2-business (B2B) operators, a business brand is more important than the product brand, and there needs to be a greater focus on the less tangible benefits (the service, people and experience).
Your guide to assessing your brand.
- Assess your brand promise - your brand should tell people what to expect from your products and services and business as a whole.
- Evaluate the visual image - review the visual aspects of your brand. If you're changing your product positioning, ensure your brand also reflects the new direction.
- Consistency - if every instance of your brand across various media has a different look and feel, customer will become confused.
- Update content - ensure all pricing, ordering information, product lists and product specs are consistently kept up to date.
Even the biggest companies refresh their brand and logos. You may recognise some recent high profile 'brand refreshes'.
Power of Direct Marketing
At Platinum Mix, we find ourselves undertaken direct marketing more so than other forms of marketing promotion. Many of our clients sell to other business' and a direct marketing approach is often received more favorably because of its highly targeted approach which in turn return a better investment.
The Benefits of a direct marketing approach:
- Businesses can target recipients very precisely.
- Relatively inexpensive. You can create a campaign to fit small or large budgets.
- Direct mail can happen fast. You can acquire a mailing list, develop mailing materials, launch a mailing and receive results in just a few months. This is faster than a typical advertising campaign.
- You can tweak the campaign to reveal the message that generates the greatest response.
- It can take any form: letters, email, catalogues and brochure (we all enjoy receiving the latest IKEA catalogue in the mail), newsletters, product samples, audio-visual media, and many others.
- Receive the undivided attention of a recipient with the ability to include more information.
- Follow up direct marketing strategies (B2B) with a phone call. This will yield a greater response rate and return on overall investment made.
Print media advertising can be a costly strategy that not every business has an accommodating budget. Direct marketing, however, emphasizes the relationship between people and business - with the goal to establish and maintain a one-to-one connection with a customer for the lifespan of the company. It enables businesses to establish a one-to-one instance of promotion that speaks directly to the target market. Customers will respond favorably if they perceive that a business is talking to them directly in language they can relate to.
For a further discussion on direct marketing, check out our lastest blog about the cold calling experience.
Give us a call if you think your business could benefit from any of the above.
Platinum Mix can assist your business with all the marketing strategies mentioned in this, and subsequent eNewsletters. So if your business requires any marketing assistance, call us today on 08 9380 6929.
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