I Second That Emotion
People Make Buying Decisions Emotionally –
So Appeal to Those Emotions with Personal Branding
A classic, oft-told story illustrates the power of emotional marketing. Back in the 1970s, Listerine was the #1 selling mouthwash by a wide margin. To be blunt, it was kicking the butt of Scope, the #2 brand. And no matter what Scope’s manufacturers did, they couldn’t make any headway against Listerine’s respected brand identity.
Then, after years of frustration, they hit on a solution. Two simple words. Two words that catapulted Scope to #1, where it remains today with more than 50% of the mouthwash market.
How to Snuff Your Competition
Take a cue from California’s anti-smoking marketing campaign –
and plan to snuff your competitors by using your Personal Brand.
In 1988, the State of California approved the controversial Proposition 99, a 25-cents-per-pack tax increase on cigarette sales. Twenty percent of the tax collected was funneled directly into an anti-tobacco advertising campaign.
If you lived in or visited California in the late ‘80s or early ‘90s, you couldn’t pick up a newspaper, turn on your radio or television, or step outside without bumping into the campaign. The ads personally attacked tobacco executives, showing them laughing at tobacco users and baiting children into smoking. The campaign massively impacted public opinion; statewide, the word “smoker” practically became a slur.
Even the most militant smokers had to admit the marketing worked. It was a Trojan Horse against Big Tobacco, leading to more legislation and heightening public discourse. Today, other states – and the World Health Organization – use the same kind of quasi-satirical billboards, commercials, and radio spots.
If you’re like a lot of small business owners I’ve talked to since we rang in 2010, you probably sympathize with this statement:
‘Enough with the doom and gloom already. I don’t want to know how awful the economy is, I want to know profitability tips!’
A couple of weeks ago, Anita Campbell tackled that issue with an Intuit Community webinar titled, ‘Make 2010 Your Most Profitable Year Ever.’
Anita started the webinar with a couple of poll questions, which elicited the information that a surprisingly high 71% of participants didn’t know what their customer acquisition costs are. From the second question, we learned that most business owners either know who their most profitable customers are (50%) or they have a general sense but aren’t 100% sure (43%).
Because it is meant to look fun, putting together a social media campaign – or integrating one into a larger online initiative – can be surprisingly difficult. There are many challenges to capturing and engaging user interests online – starting with finding the right person to lead that effort, says Andrew Ballenthin, president of Sol Solutions. That point was driven home last December when Ballenthin put together Blog-Off II, a 12-day, seven-judge contest to test participants’ qualitative and quantitative effectiveness in social media marketing fundamentals and tips for hiring a social media expert.
According to Ballenthin, the tips for hiring a social media expert that he recommends are:
1. A significant business and communications background – preferably a minimum of 3 to 5 years in marketing, journalism or media. “This forms a foundation for understanding effective communication strategies and implementation.”
2. A history of success in their communications background. “You wouldn’t let a mechanic work from a text book or just on their own car before they safety your car.” Look for someone who has proven repeatedly he or she can deliver expectations for program results that have real business value.
3. A series of measureable accomplishments in social media that can be independently validated. “Having ten thousand followers on Twitter means you learned once how to create this achievement but an expert is someone who has achieve above average accomplishments several times.” Continue reading 8 Tips for Hiring a Social Media Expert
Building a Practice on Personality and Performance
Personal marketing and custom services—a powerful combination
The common model for building a practice is hardly individualized. Typical is the consultant using template brochures and business cards provided by an online service or company. Marketing efforts are often minimal, since there’s little incentive to build relationships with clients who see the advisor as identical to the rest of the pack. This route provides an income but little more.
However, a growing group of leaders are cultivating business from other professionals in similar and non-competitive industries.
I spend a lot of time talking to small business owners and startups. It’s something I enjoy doing because I like hearing their stories, their successes and the struggles that they’re facing. Often it’s nice to know you’re not the only one going through something and to have a chance to commiserate. I work out of my apartment. Through talking with people, I’ve found there are often common factors in the startups and businesses that do well compared to those that struggle. So I decided to post the 8 things small businesses need to do to have small business success.
Market, Market, Market The most visible brand wins – so market all-out
Chocolat was a fine film: a highly lauded comedy-drama with a great cast, the story of a nonconformist in 1960s France who opens a chocolate shop before Lent. After watching Chocolat, I remember being astounded that I hadn’t heard more about it. It has great cinematography, brilliant characters, and a well-crafted, substantive story. It should have been the #1 movie in America – but for lack of marketing clout. Continue reading Market, Market, Market – The most visible brand wins
If you’ve read any of the works of Al Ries & Jack Trout (Positioning, Marketing Warfare, The 22 Immutable Laws of Marketing) you know they are vehemently opposed to the idea of “co-branding.” Their philosophy is that “a brand is a brand is a brand,” meaning that any brand can only have one name, one product or company behind it, and occupy only one place in the mind. According to Ries & Trout, co-branding violates this principle by attaching two brand names to one product or service.
My views on co-branding are a bit more practical. Simply said, under the right circumstances, co-branding is necessary, even beneficial. Co-branding occurs when two different entities mutually label a product, service or company.