Direct Marketing – Brand Identity Guru Tips

If your company doesn’t have a direct marketing program in place, a direct marketing agency can create one for you. A direct marketing company provides small to very large customizable ranges of business-to-business and business-to-consumer direct marketing options sure to fit your needs. From database creation and maintenance to data analysis and creative program execution, a direct marketing company can take any existing direct marketing program, or a lack of one, and develop a highly efficient direct sales machine for your company.

A good direct marketing company employs experts in each aspect of direct marketing who have proven time and time again they have what it takes to create a successful direct mail campaign and turn your existing unorganized data into a powerful computer-readable customer database.

The goal of any successful direct marketing program is ultimately a positive effect on your bottom line. Good direct marketing programs are proven performers that will give you an edge over your competition. The direct marketing expertise and capabilities that a good direct marketing company offers will turn your direct marketing expenditures into successful investments.

Look for a company that has years of target market research experience ready to work for you. They will uncover who your best customers are and develop a direct marketing campaign that will get them to respond.

They should know how to impact behavior, get results and form the basis for long-term relationships with your customers and prospects.

Direct marketing abilities should include:

– Direct response advertising

– Customer relation’s management

– Data management services and data analysis

– Media planning, media buying and complete direct marketing campaign management

Seven HUGE Tips to Direct Marketing that gets results

Successful direct marketing takes planning and strategic thought…

1. Know your goal: What do you want your direct marketing to accomplish? What kind of impression do you wish to leave? Do you wish to inform your prospects about your product or just make them aware? Recently, Brand Identity Guru was asked by a client to expand its direct marketing efforts, so we created a direct marketing piece to showcase our client’s most attractive points. That direct marketing piece now accounts for 30 percent of the client’s new business.

2. Research: Don’t just have a list. Learn something about your customers so you can speak to them better. Discover their hot buttons, so you can push them.

3. Plan properly: The best direct marketing campaigns work along with PR, traditional advertising, brand strategy and efforts by your sales force. Ultimately, each piece is part of a larger total company campaign and should work together.

4. Be relevant: Direct marketing efforts should offer something your clients might want to buy.

5. Be conscious of details: Find the name of your primary contacts, and make sure you spell them right in the items you send to them. Even the best direct marketing piece is useless in the trash.

6. Be consistent: Use a series of pieces that speak to your customer’s needs. Don’t know what they are? Ask. Usually, December is not a good time because mailboxes are already overcrowded. Brand Identity Guru suggests waiting until February or another month.

7. Follow up: If you don’t follow up, the results of your direct marketing efforts could crash to a halt. Initiate a conversation with people on your list. A phone call a week or two after your mailing is a great idea.

Direct marketing is a powerful tool to capture your prospects’ attention and orders. If your direct marketing includes an attractive offer, imagine what the results will be. Throw in a brand-centric foundation and you have a direct marketing effort even more powerful than the sum of its parts.

Yoga Studio Marketing – Branding

If you run a yoga studio, you’re lucky in that you have well-defined niche possibilities and an easy-to-target audience; however, you’re also faced with fierce competition for that same audience. In order to gain a foothold and elevate your yoga studio above the competition, you’ll have to develop a concrete brand image with which to promote your business. Here’s what you need to know about branding your yoga studio for success.

Importance of a branded image

When you have a well-defined market, branding is critical to success; and few markets are as well-defined as the yoga market. This is good in the sense that you know who you need to market to, but it can be limiting if you try to be everything to everyone within that market. That’s why it’s so important to develop a branded image that demonstrates how you are different from the competition, how you are better in one area than anyone else.

You can then promote your company with this brand image to win over a specific market segment. If you can establish your company as the expert in one particular area, you’ll do much better than if you try to market to several market segments at once. To concentrate your efforts is to concentrate your wealth.

How to identify your branded image

Identifying your branded image takes research and dedication, but the fruits of your efforts are incomparable. Start by learning as much as you can about your customers and about your direct competition. Seek opportunities that your competitors are missing and are also highly desired by your customer base; or, pick a particular segment your competitors market to and position yourself as being the best in that arena.

Your yoga studio might follow the philosophies of a specific type of yoga, or you might cater to seniors, women, pregnant women, athletes, children or some other market segment. You might focus on improving whole lifestyles or flexibility or endurance – or anything else that yoga provides.

Make a list of all the things that describe what you do, and choose your niche based on what you like to do, what is likely to succeed in the marketplace (based on your research), and what you believe you can best your competitors in.

Now, make a list of all the words that describe your specific market segment to come up with a unique name for your yoga studio. Consider your audience, your techniques and ultimately the results of joining your yoga studio. If, for example, you cater to pregnant women you might want to name your company something such as “Mommy and Me Yoga Studio.” You can be creative here and even make an acronym: MOMYS (MOmmy and Me Yoga Studio).

Branding through design

Skilled graphic design can transform your yoga studio’s branded identity from a written concept to a visual motivator. This image is what the world will see, and the public will perceive the ideals and emotions that your image expresses.

Most importantly, you want potential customers to see your logo at a glance and feel that you’re the perfect solution for their problems. When you achieve this, you’ve developed a powerful yoga studio brand identity.

DIY Marketing – Branding Secrets Top Business Owners Know and Use

Branding your company may seem like a simple set of tasks. Choose a niche, a service or product to sell, a company name, a logo, business cards, a website and “Voila!” You are in business! It is true you can be “in business” with little effort. However, the level of success you experience will depend on whether you know — and use — fundamental, yet little known “secrets”. Your understanding of these four secrets will catapult you ahead of your competition right from the start:

1. Your company’s values must be in alignment with your personal values. Your company brand represents you and all you stand for. You are going to spend many hours, days, months and years working in your business and representing your business. If your company is an accurate reflection of your own personal core values, and not in conflict with any of them, the long hours you will spend working in your business will be much less stressful. In fact, your work life can be a joyful, playful expression of who you are and what you care most about. We all want to do work that feels like play. Now is your chance to create or re-invent your company to become an expression of you and to create a “skin” that you will feel comfortable living in for many years to come.

2. Your brand is created only in part by you. It is co-created by the public in how they view you. You have control over the message you send out about who your company is, what is stands for and what it promises. You have no control over how the message is interpreted by its recipients, your prospective customers. Your brand is also subject to the tides of public opinion. Plenty of companies have fallen victim to their own best marketing efforts by creating unwittingly a marketing message that is negatively received by the public, causing untolled, and sometimes irreparable damage. Creating and refining your marketing message to appeal to consumers is an art you must master to be successful.

3. Discovering, rather than simply imagining, who your ideal client is will determine your level of success. Crystallize your understanding of the client you seek to serve. Fiction writers create a “back story” for each of their fictional characters before they write a word. They conjure biographical details about each character, describing what his life influences have been, which then informs his character. The author then literally “knows” how each character would behave in a certain situation and knows what his character’s response to various stimuli would be. As a business owner, you must “characterize” your ideal prospective customer in this same manner. This knowledge is necessary for you to craft products and services that you prospective customer will respond to and buy.

4. Your customer is seeking an experience not merely a purchase. Because of the large number of choices available, consumers have become accustomed to expect a pleasant and desirable experience with any purchase. Consumers have been trained to believe that if they buy a particular product or service, that their lives will be transformed for the better, if even briefly. A trip to Starbucks is an event and evokes pleasurable feelings in the consumer that run much deeper than just the purchase of a hot beverage. A trip on a cruise ship is much more than mere transportation from one destination to another. Your product or service will be more attractive if it promises and delivers a pleasurable, perhaps even life-changing experience.

Whether, and how soon in your company’s life, you master these fundamental secrets will be a determining factor in your company’s success.