Experiential Marketing Offers Valuable Branding

Experiential marketing is not just a buzz term; it’s a very valuable way to connect to consumers today. The idea of offering the same old, price based, commoditized products and services isn’t enough anymore. Experience based marketing and advertising campaigns are an effective way to separate your brand from the pack and become a leader.
Clients and customers want to relate and believe to their favorite brands, especially in a down economy like today, when everyone could use a little boost in morale. Offering them an exceptional experience with a brand gives them something to believe in and simultaneously separates the brands that “get it” in the flattened world of online offers and real-life commodity items. Consumers do appreciate a little extra effort and have even been known to tell others about good experiences. Yes, it’s true. You can turn your brand faithfuls into brand advocates and ambassadors. It’s possible to create an experiential based viral campaign too. Try it. You’ll like it. (Hmmm, sounds like another familiar brand experience…)

The Days of CPM are Over…

The days of CPM (Cost Per Thousand Impressions) are over. Today, new media allows for CPA (Cost per Acquisition), otherwise known as conversions. The value of CPM today is not how many eyeballs see the brand/message but, how many actually convert and engage with the brand, to experience and create buzz about it.
The Art of Monetizing Eyeballs into Dollars is one of creating compelling story telling that turns targets into conversions. You can have a million people see your brand but, how many of them actually put forth the effort to engage with it, try it and talk about it, is the real crux of the matter.
I read somewhere that 16% of nightly television viewers change brands based on that one night of TV advertising. The fact is that they were already disenchanted with the results from the current brands they were engaged with and were simply waiting for something better to come along and give them a reason to change and try something different.
Here are a few necessary elements that have to be in place for a brand conversion to happen.
First the brand must offer something that the target wants or needs.
Then, the brand needs to create a story about what it offers, in a way that compels that target audience to react to it.
Next, the brand engages with the audience by explaining that its benefits are so great, the target audience feels compelled to try it.
Finally, and most importantly, to convert the audience, the brand makes an irresistible offer to complete to marketing transaction with a call to action.
Once the audience is engaged with the brand and experiencing whatever it promoted, the brand must deliver on the promises that it made to get the targets to try it in the first place. Then, the battle begins to keep the new brand users and turn them into active advocates and brand ambassadors. But that’s another story…

Develop a winning marketing and advertising plan

So, you are ready to write your big marketing and advertising plan and, of course, you want it to be successful. After all, it is expensive and time consuming to advertise your business, especially in today’s active environment. It seems like every type of business, from mom and pop shops to the biggest corporations are already out there, actively marketing and promoting their products or services. How could there be room for your business to stand out amongst all the marketing clutter and noise? They all seem to have their websites in place, ad campaigns and repetitive marketing mantras. So, where do you start? What is the most effective way to promote your business? And how do you avoid making an expensive mistake? First, do your homework.

Consider that the advertising industry is based on facts and figures. It is simple to find out what similar companies are doing to advertise their businesses by consulting an industry association, visiting local chambers of commerce, asking the reference desk clerk at your local public library and, of course, by using the Internet. There are several industry publications with facts and figures for nearly every type of business. Advertising agencies typically use Nexus Lexus, Nielson, online resources such as industry associations or by using search terms such as “top 20 widgets” or “best widgets” to find out about a new client they are about to promote.

After surveying the competitive field, conduct a short SWOT analysis for your business. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. The quick version of this is done by making a list of similar competitors in your market and comparing their products or services to your own. Make a list of your product or service strengths and weaknesses versus theirs. Then, compare each item on your list and decide which areas are opportunities and what business threats your competitors may pose.

Additionally, taking your marketing and advertising plan to potential clients with a short market survey can be effective. In doing this, it is important to listen. Ask your customers what they like about your business and why they buy from you. Also, ask what they think you could improve. Be careful – do not make them think you will change your business model. Let them know that you will take all comments into consideration. Find out what is most important to them about your product and service. Better yet, find out what is important to them that your competition does not offer and use that in your next advertising campaign.

For more information about marketing and public relations, please contact Jeff Donnelley at (888) 760-4332 or jeff@760media.com. Also visit san diego advertising agency.

How to Market Your Business for Funding

First you need a plan…

Obtaining funding for a business or idea can be difficult at best. There have been many great ideas lost down the drain because of the simple lack of money! It’s amazing how many mediocre ideas do make it and how many good ideas do not. Here are a few tips for how to market your business idea, widget, plan or whatever you decide to call it, from a marketing and sales perspective.

Your plan needs to be bullet proof. Go to a local funding event and do some research online. Try to put together a comprehensive list of every reason why your idea DOES NOT work and then figure out the best ways to overcome those hurdles.

Shop the idea around to angels first – that means friends, family and friends of family. This is called the angel funding round.

Second, make sure you stick to the budget as closely as possible. Project out for three months at a time to help you foresee any upcoming issues which may affect your bottom line.

Keep redeveloping the plan as the business begins to mature. There are two good reasons to do this. It will help you stay focused on the plan so you don’t get lost in the details and it will help keep the plan fresh should you need additional funding.

Make the business plan as sexy and slick as possible. This might sound shallow but believe me, when it comes to getting funding, anything goes and the slick plans get looked at first. It is a popularity contest at best.

You need a perfect look and feel. Don’t go light on the logo or marketing collateral because you believe your idea has enough merit to carry its own weight. Investors don’t see that. They want cool, smart, good looking materials so they can brag about their investments. The logo is just as important as the name. The brochure and website are going to be what they judge you by when you are not in the room.

Show them you know how to market and sell the product. Assuming you are ready to go to market, put together a killer sales and marketing plan that shows timelines, metrics and most importantly, ROI (Return on Investment). This is as important as the entire plan itself. If you even THINK you might not know how to write the best marketing plan ever, don’t hesitate. Hire an advertising or marketing agency. It is the best investment you can make, if I do say so myself.

760 Media Quoted in San Diego Business Journal

In response to shifting budgets and rising performance pressure, advertising professionals are devoting more of their resources to digital media, particularly online. The name of the game is still reaching the masses, but doing so by way of a robust electronic database is rapidly becoming the equivalent of owning a hotel on Boardwalk… Read More

How Websites can help Increase your Business’s Bottom Line

It would be hard to imagine that most people are not aware of some of the obvious reasons why websites can be a proactive business tactic; however, as technology keeps advancing, websites control the opportunity to substantially increase your business revenue.

It wasn’t that long ago that everyone had a library card, and we were all familiar with how to use the index card catalog there. Fortunately, those days have passed and now we have Google. In conjunction with this, we have personal and business websites. This new cyber world that we live in allows us to access libraries full of information in seconds, all with the simple move of our fingertips. For many, this fact is still a phenomenon, but if you can morph with the times, you will find that its advantages can generate a much more complex level of satisfaction for its users.

Having a website not only becomes an excellent way to save time and money, but the opportunity of reach and flexibility sets it apart from any other form of tangible awareness available.

Benefits of Reach & Flexibility Afforded by a Website

It is available to the public 24 hours/day, 7 days/week.
Reach all forms of the market whether it is broad or niche, with a custom website design.
Expands your market indefinitely by breaking through geographic barriers and granting accessibility to the entire world; this goes hand in hand with doing international business in a constructive manner, as it is often difficult when collaborating in different time zones.
Offers the convenience of in-chair access which is becoming more of a serious advantage on a daily basis, with the cost of gas rising, plus it allows the opportunity of research to be done with privacy and comfort.
Without speaking- it communicates. Your site can portray your credibility as a company, proving your trustworthiness and confidence to your potential customers.
Let the press find you- with an impressive custom website design, you will be seen by not only potential clients, but by forms of media that may oftentimes write an article about your company simply based on the appearance you uphold through your site.

Website enhances your customer satisfaction

Create a feedback section on your site. In the end, this helps you increase your gross revenue due to returning customers.
Host Map Quest to prevent your customers from getting frustrated, not to mention, this will keep your business’s contact information up to date.
Offer a feedback section. This opens up a two way communicative channel of marketing in real time.
Make it visually stimulating by uploading photos, videos and tutorials for your viewers to spend time looking at, while learning about your company.

Website lowers your Expenses

Reduces printing costs while saving a tree. (If you are into that.)
Websites are a medium for selling advertising space to other businesses.
Running analytics are an inexpensive market research tool that can be used to capture data about the traffic visiting your site, in real time.
Publishing articles online that reach thousands more than printed articles.
Target your niche market much easier, faster, and cheaper. In a down economy, this proves to be more successful than broad marketing.

If time is money, then keep saving money.

Give yourself the freedom to say: “Check my site out for more info!” Not only does this build your credibility and reputation, but it saves you time.
Get your pitch down to a science, put it on your site, and never have to say it again. This is also known as ’sales optimization,’ although some care more about saving a minute than saving a buck.
Create an FAQ section on page for those who tend to ask the same questions. If you have a child, you have spent enough time in your life already redundantly answering questions, take a break!

Lastly, the benefits of having a custom website designed are: the ease of navigation- since templates don’t do the job anymore, and we are entering an era of ‘flash.’ Also, you will be offered installs like shopping carts, maps, blogs and forums, PayPal, Google searches, and pay-per-clicks. The plain and simple aspect of all this matter is that, within the next few years, the entire world and market will be online, and the longer you wait to dive in, the farther behind you may be leaving yourself and the potential success of your company.

The Importance of having Effective Marketing Materials

If you are okay with the ‘Because I told you so,’ answer, then read no further. But if you are interested in understanding the rational behind why experts advise so earnestly to spend up to thousands of dollars on “branding” your business before you even make a sale to pay for it all…then keep reading.

With money, comes power- some like to think, but when referring to a company that is investing the big bucks in simply stocking its material wardrobe, power will often be a promising result. For this reason, it is advised that you invest in your materials as much as you would like to be invested in. Believe that perception is reality; if you introduce your business as small beans with homemade business cards and Microsoft Clip Art on your brochures, then you will be perceived as nothing more and will be compensated for you work accordingly.

When building a brand, the first task to begin is building a custom logo design. This should be an area where a sufficient amount of time is spent, as the first and last thing that is seen is the company’s logo. Invest in your company’s look and identity because people tend to remember the things they see more than they do the things they hear or read. For this reason, don’t take graphics, printed materials, and especially logos lightly as they convey your reputation.

Most clients will look for companies that are well-defined, and for those who look and feel match their criteria for making a purchasing decision. Though every clients interest is different from the next, they will always be looking for professionalism. To achieve this, you need to present a well-rounded business package to insure your adeptness. The better you look, the better they can expect you to make them look.

How a logo can set you apart from your competition

These days, every time you turn around it seems as though another business is starting up and another company is being born. For this reason, it is becoming more and more important to distinguish your business from the competition and strive for uniqueness. In order to do this, it is best to start with a custom logo design.

When you create a logo, you are branding your business or service with a personality, something that can be used as a basis for creating all future campaigns and PR. Custom logo designing is a primary way to establish a brand identity, which is imperative because a well known and liked brand can keep customers repeatedly coming back to your product or business. If you want ultimate optimization, proper integration of both the company’s name and logo is required. As most people tend to remember faces better than they do names, consider your logo your company’s face. With that said, don’t just leave the construction quality of your ‘face’ in the hands of strangers; it is wise to research a company’s work and history before hiring them to begin your custom logo design.

The importance of a logo has many layers of value that hold a unique meaning specific to each individual company. For example, if the name of your business is difficult to pronounce, remember or relate to your service, a custom logo design can catch the eye of your potential clients. Ultimately, the innovative and interesting graphics and colors of your logo may be the reason for a client to inquire about your services. A successful logo can deliver visual clues to the meaning of the company it represents.

Another layer of value would be one that demonstrates your company’s uniqueness in its own field. As mentioned, we no longer exist in a world with one business for each line of work. A creative logo can set you apart from your competitors if it is constructed with subtle meanings that are cohesive with the character of your company and your business marketing plan.

In many lines of work a custom logo design is standard and without a doubt, necessary. For others, one powerful image can be the distinguishing item that sets your company apart from the competition. You are visually describing how committed you are to the appearance of your business.

Ad Agency Legacy Continues

FOR IMMEDIATE RELEASE
For more Information Contact:
Giana Scimo
(760) 603-8133 or
solution@760media.com

CARLSBAD, CA-June 27, 2008-760 Media, Inc., an international, award winning advertising and marketing firm based in Carlsbad, CA, recently received the prestigious Communicator Award for developing a political brand design for Farrah Douglas, who is running for a seat on the Carlsbad City Council.

For the past ten years, 760 Media has grown to become one of San Diego County’s most successful advertising and marketing agencies, emitting a fresh flare that has invited many business’s to come and develop a long lasting and momentous relationship with.

One of the latest successful partnerships was with City Council member Farrah Douglas. The work 760 Media produced for her received The Communicator Award. The Communicator Awards is known to be the leading international creative awards program which honors creative excellence for communication professionals. They are judged and overseen by the International Academy of the Visual Arts (IAVA). The IAVA is an invitation-only member-based organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media.

760 Media’s creative design expertise continues to entice its clients and uphold an esteemed reputation. Their diligent strive for success is known to generate maximum exposure for all of their clients’ brands.

760 Media works with global brands such as Mitsubishi, BMW, and Tesla Motors, in the automotive industry, in addition to Nextel, Comfort Keepers, and McDonald’s, in the consumer industry, to help promote highly desirable brands and products with integrated traditional and online advertising and marketing campaigns.

For more information about 760 Media, an international, award winning advertising agency specializing in integrated marketing and advertising promotions, visit the website at www.760media.com, contact us at (888) 760-4332 (IDEA) or e-mail us at solution@760media.com.

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Ad Agency Legacy Continues

FOR IMMEDIATE RELEASE
June 27, 2008
For more Information Contact:
Giana Scimo
(760) 603-8133 or
gianas@760media.com

CARLSBAD, CA-June 27, 2008-760 Media, Inc., an international, award winning advertising and marketing firm based in Carlsbad, CA, recently received the prestigious Communicator Award for developing a political brand design for Farrah Douglas, who is running for a seat on the Carlsbad City Council.

For the past ten years, 760 Media has grown to become one of San Diego County’s most successful advertising and marketing agencies, emitting a fresh flare that has invited many business’s to come and develop a long lasting and momentous relationship with.

One of the latest successful partnerships was with City Council member Farrah Douglas. The work 760 Media produced for her received The Communicator Award. The Communicator Awards is known to be the leading international creative awards program which honors creative excellence for communication professionals. They are judged and overseen by the International Academy of the Visual Arts (IAVA). The IAVA is an invitation-only member-based organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media.

760 Media’s creative design expertise continues to entice its clients and uphold an esteemed reputation. Their diligent strive for success is known to generate maximum exposure for all of their clients’ brands.

760 Media works with global brands such as Mitsubishi, BMW, and Tesla Motors, in the automotive industry, in addition to Nextel, Comfort Keepers, and McDonald’s, in the consumer industry, to help promote highly desirable brands and products with integrated traditional and online advertising and marketing campaigns.

For more information about 760 Media, an international, award winning advertising agency specializing in integrated marketing and advertising promotions, visit the website at www.760media.com, contact us at (888) 760-4332 (IDEA) or e-mail us at solutions@760media.com.

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