Archive for the 'Branding' Category

Page 3 of 4

Great Lead Generation Idea

Monica and I were in Perth recently for an event we staged for engineers, called Slide Rule Thinking In The Internet Age. We had difficult getting a taxi and walked over to a hotel lobby and asked the concierge to call us a taxi. That’s when limousine driver/owner Graeme Main showed up offering a free ride to the event venue. Of course we accepted. He explained he does this to promote his service to a discerning clientele, with no strings attached.

I was blown away by his sincerity and authenticity which is why I wanted to blog about it. If you’re in Perth and need a hire car or limousine, Graeme’s your man. He can be reached on his mobile on 0414 392 226.

Moral of this story – “pay it forward” and you’ll be amazed what people will do to reward you!

Thanks Graeme!

Transactional Relationship Marketing

Google “transactional marketing” or “relationship marketing” and you’ll get thousands of hits with titles like “relationship marketing vs transaction marketing”. Basically, transactional marketing is thought of as a thing of the past, while relationship marketing is the bright future that businesses should be striving towards.

Transactional Relationship Marketing: The Cost Effective and Environmentally Friendly Strategy

Transactional Marketing

Transactional marketing is an approach that focuses upon one-off exchanges with consumers.”

“Transactional marketing: Orientation towards single purchase. Limited direct customer / supplier contact. Focus on product benefits. Emphasis on near-term performance. Limited level of customer service. Goal of customer satisfaction. Quality a manufacturing responsibility.”[ii]

Relationship Marketing

Relationship marketing is a business philosophy which aims to develop strong relationships with a range of stakeholders, such as suppliers, media, intermediaries and public organisations, as well as with customers.”

Relationship marketing is a form of marketing that emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customers’ needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them.”

The new kid on the block is a strategy called Transactional Relationship Marketing, or TRM. This is a process trademarked by direct mail company, Hermes Precisa (HPA).

Transactional Relationship Marketing Continue reading ‘Transactional Relationship Marketing’

Antimimeticisomorphism: A Bra Example

Today’s short YouTube Video shows you what an antimimeticisomorphic marketing person can come up with to promote women’s bras and undergarments. It’s tasteful, different and gets people’s attention by INVOLVING them in the process.

From 0 Sales To SOLD OUT In 3 Weeks

Today’s post is yet another example of how the little things make a BIG difference. As you probably know, I love dogs even though I don’t have any because of my ‘jet set’ lifestyle… Recently, I visited the puppies and dogs at Paddington Pups Doggy Day Care in Brisbane (video below). While I was there, I made a few suggestions to Bree Robbins, Paddington Pups owner and Platinum Program graduate. Here’s how she went…

From ZERO Sales To Sold Out In 3 Weeks

Paddington Pups is a Doggy Day Care and Pet Supplies shop. Since we specialise in dogs, I got my hands on Cesar Millan’s the Dog Whisperer Series 1 and 2 DVD sets to sell at the shop. I was excited to be able to stock these for my clients since I know (first hand) that several of them have training and obedience issues with their dogs.

When I ordered in the first and second series I also ordered a “Display Stand”. I was expecting this to be big so it would stand out. However when it arrived, it was not only tiny, it didn’t say anything about the second series. I was quite disappointed to say the least.

After over two weeks, I hadn’t sold a single DVD series.  Now you might be thinking that’s fine but this was the end of November, early December which is the perfect time for people to purchase gifts like this for themselves and/or friends and family.

That’s when Marc came in for a visit and you know what that means – exponential ideas galore!

Marc suggested that I create a bigger, more obvious display to highlight this popular and much sought-after product.

As with anything Marc suggests, I thought about it and discussed it with my husband. Later that night, Ross was on Google looking for a good quality image we could use to create own display poster.

Next he went to our local print shop had the poster printed and laminated in A3 format all for under $50.

Within the next 3 weeks, I sold 4 copies of season one and 6 copies of season two at full price with no discounting. That’s what’s powerful about Marc’s advice. Most consultants would discount the price whereas Marc thinks one step ahead – the ONLY reason no one bought the DVDs was because they didn’t know I had stock. Marc knows The Dog Whisperer Series is a high-value item that is sought after and does not require discounting to sell.

Once I had my new poster up in full view of my clients, several confirmed they didn’t know I had The Dog Whisperer Series with Cesar Millan. In fact, most confirmed what I thought – that they hadn’t been able to find them anywhere.

So not only was I not selling any, I had clients WILLING AND LOOKING for the product I had in stock.

That hurts just writing it. I don’t know about you, but I want to sell as much inventory as I can, as quickly as I can. I consider myself a smart woman, but clearly I wasn’t being smart about this product promotion even though in hindsight it’s self-evident.

That’s what I appreciate about Marc’s advice – not only does he have a view from the ‘outside’, he understands people who buy. His Exponential Mindset is all about making it easy for people to buy from you.

Thanks Marc for your help once again – Come back again soon!

Bree Robbins
Business Entrepreneur

Heinz ketchup packet gets redesign

I don’t know about you, but every once in a while something like this comes around and you want to reach out and shake  Matt’s hand – for doing something that was so obvious, but took so much time and effort…

The ketchup packet has been around for more than 40 years, and complaints about it for nearly as long: too messy, too small, too hard to open.

Continue reading ‘Heinz ketchup packet gets redesign’

Institutional Advertising Versus Call To Action Marketing

A lot of people ask me what the difference is between institutional advertising and call to action marketing. Simply put, institutional advertising is brand building and is only recommended when you have MILLIONS or BILLIONS in your marketing budget.

Call to action marketing I don’t even call it advertising because it’s unilaterally focused on getting suspects to convert into prospects (take an action to show their interest in your product/service/offer) or prospects into clients (give you their money).

A friend of mine, Andrew Powell of Montreal, Canada asked me this outstanding question with the added twist that his company, Bogdon & Gross Furniture has been building furniture for over 80 years, using the tagline “Handcrafting your dreams since 1927” and the e-mail signature “Canadian manufacturer of solid, hardwood furniture and supplier of Koosh ® mattresses – the world’s first high resiliency, soy-based foam Mattress.”

So here is the short version of the answer – something I cover at our Exponential Business Building and Internet Marketing Bootcamps

Continue reading ‘Institutional Advertising Versus Call To Action Marketing’

For this restaurant, it’s NOT about the food

Whenever I ask most people what business they’re in, I usually get an incoherent rambling about what they do (and they wonder why they’re struggling for new clients… but that’s a discussion for another day!) Then I ask then what’s important to their clients and 9 times out of 10 they have no clue. If only they understood it as well as this restaurant does -> it’s not about the food!

Go on and click on the hyperlink (they don’t allow it to be embedded) and then ask yourself, one simple, yet exponential question:

What’s MOST IMPORTANT to my clients?

If you can answer that question, then you know where your focus should be.

I know this sounds too simple , but watch the video again and just listen to what the clients are saying and the RESULTS it’s producing.

Case closed.

What will your legacy be?

Regardless of what you thought of Michael Jackson’s ‘lifestyle’ and peculiarities, his passing leaves us all with the awe of his talent, expression and  ability to entertain across boundaries of colour, race and generations. That brings up the question – what will your legacy be? What are you creating that will be left behind when you depart this world/existence/reality?

What will YOUR legacy be?

What will YOUR legacy be?

The reason this is important to think about now is because the NEW YEAR is upon us in a few days…

When would NOW be a good time to start planning to make 2010 You Best Year Ever? Hmmm

When you’re in business, you can create an on-going legacy, one that survives you – most don’t achieve that goal – but you can, if you PLAN FOR IT.

Start by THINKING ABOUT IT…

Great Advertising Ideas

If you’re looking for advertising ideas, check out this website that has a growing collection of great advertising concepts. I promise you they are way out there – totally original and yes, absolutely positively EXPONENTIAL! Just click on the hyperlink and be amazed!

Increase Retail Sales 28%

Watch this short video that reveals how retailers unknowingly throw away as much as 28% of their sales – that is one customer for every 4 walking out their shop door… This is one of those rare videos that hits you across the head like a two-by-four… As it should! WHAM!!!!

The 4 Ways Sound Affects Us

Antimimeticisomorphism Example: Felony Franks

There are many instances when I get into a stream of consciousness ‘trance’ and really fun stuff happens. Sometimes I think people think it’s just fun and games, but it’s not – every single one has the opportunity to become a ‘business model or concept’ – here is one example that proves that when you run with something, you can make it into a viable business that really stands out above the crowd!

Antimimeticisomorphism Example: Felony Franks

Money Saving Tip – Promotional Signage

By now, you know about my 1 Percent Improvement Doctrine that simply states that it’s the small things that make the biggest difference. In fact, it’s why you are a subscriber to this and my other blogs. You know that I have countless ideas, tips and suggestions to make or save you money. Like today’s simple tip that can save you 500% to 1,000% on your promotional signage.

How To Save Money On Promotional Signage

Continue reading ‘Money Saving Tip – Promotional Signage’

Exponential Branding 101: Own Your Own Word

By now, you know I own the word antimimeticisomorphism – which is having fun doing out-of-the-ordinary things that create extra-ordinary results with the least amount of effort at the lowest cost. You can Google antimimeticisomorphism and all 400+ references are mine. That being said, you can also create an ACRONYM like Kellogg’s LCMs and leave it to people’s imagination to come up with their own interpretation.

Totally Exponential – IF you can create enough exposure to have ‘some’ people to start thinking about it.

Go on and try to find out the answer – it’s fascinating to see the forum discussions out there = FREE branding!

I like it!

Don’t Brand Yourself!

I know NOT branding sounds counter-intuitive. It is it’s antimimimeticisomorphichaving fun doing out-of-the-ordinary things to get extra-ordinary results with the least amount of effort at the lowest cost. there is a context to today’s post. Independent people who are consultants (or so called ‘life or business coaches today), or anyone who takes on projects as they come along in a variety of situations…

Don’t brand yourself UNLESS you know what THAT brand should be!
Continue reading ‘Don’t Brand Yourself!’

Geelong’s Gym Fabulous Fun Foto!

Whenever you do something within your business, you should take advantage of turning it into a FUN activity and then leveraging it as a marketing tool – like Geelong’s Gym did recently when they put up their new sign as part of their corporate facelift and branding makeover. They got their staff up on the scaffolding and turned it into a fabulous fun foto opportunity!

Geelong's Gym Puts Up New Sign!

Geelong's Gym Puts Up New Sign!

The key is to have FUN and capturing that on ‘FILM’…

Geelong's Gym Reveals New Sign!

Geelong's Gym Puts Up New Sign!

It’s worth hiring a professional photographer to get it right. You want to capture the emotion, fun and enthusiasm of the event…

What do you have coming up that you can turn into a Fun Foto opportunity?

Self Promotion 201

In a recent post, I showed you what www.BrightLights.com.au put on their service vehicles to enhance their self promotion. Not to be out-done, The Lone Drainer And Pronto sent me these photos… How many Exponential Marketing Strategies can you count across all the images?

Self-Promotion Strategies

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

Go ahead and count how many Exponential Marketing Strategies there are in these photos – I count at least 7…

A Bright Idea For Self Promotion

Today’s post combines self-promotion with a Unique Selling Proposition. John Ghetto of www.Blightlights.com.au tells me this strategy gets people to ring him when they see it. It’s one of the most effective self-promotional strategies you can use…

Can you imagine how much you could save if you cut your lighting bill in half?!?

Apparently the NSW Government saved more than 1 million dollars…

Unique Selling Proposition - Example 1

Unique Selling Proposition - Example 1

Unique Selling Proposition Example 2

Unique Selling Proposition Example 2

Unique Selling Proposition Example 3

Unique Selling Proposition Example 3

This kind of self-promotion is very inexpensive yet VERY EFFECTIVE. If you have vehicles out on the road, you really do need to consider this Exponential Marketing Strategy.

The only thing I would suggest is to put the WEBSITE on the trucks and TEST different ways of saying the same thing – to SEE WHICH ONE gets the most calls/responses.

Preeminence begins with a good personal bio

Today’s post is a long one, but well worth reading if you want to get more sales from BETTER prospects who VALUE who and what you are as a PERSON. This example is from Yvonne McIntosh, one of our Diamond Members who has graciously accepted to show the process involved.

The strategy of preeminence – A personal bio ‘Before, During and After’ Case Study

Continue reading ‘Preeminence begins with a good personal bio’

Help Wanted: $100,000 to Be Island Caretaker

This is how the government invested “$100,000” to get MILLIONS of dollars of free publicity… Check out the video below. Totally exponential!!! It’s been all over the International news for the past week… Ka-Ching!

For more information – if you want to apply, click here for the dream job of the year!

How To Sell More To Your Existing Clients And Have Them Thank You!

I just had to share this one example of an Exponential Marketing Strategy that comes from the heart. The New Year is often when most people want to lose weight, get fit and healthy…

Paulo Frietag and Annie Guillet are personal friends of mine – they have produced this amazing book called the Alkaline CookBook that reduces the acid your body creates so you can feel better and in my case play better squash with MORE endurance and RECOVER MORE QUICKLY…

But that’s not the point for today…

I got the PHYSICAL HARD COVER VERSION in the post… It was nicely packaged with a branded sticker, but look at how it was wrapped… WOW!!!

The Alkaline CookBook

The Alkaline CookBook

This is the hard cover version of the bestselling ebook… Look at the mouth-watering photos… Doesn’t it make you want to go and cook something healthy?!?!

Mouth Watering Meals That Taste Great And Are Healthy!

Mouth Watering Meals That Taste Great And Are Healthy!

So what’s today’s business-building distinction/idea?

When you do send your clients products – send them with this kind of packaging and see what happens. Monica and I felt like it was Christmas all over again. The fact that there was a personal note attached made it ever more special…

Don’t rob yourself of making the buying experience enjoyable, memorable and special – your clients want you to do it and WILL REWARD you for it by telling others about you and your product, like I have just done.

Go on and check out the Alkaline CookBook for more than 80 mouth-watering recipes that are each accompanied with beautiful and tantalising photos!