Marketing & Branding

We feel there is often a misunderstanding when using terms such as business development, marketing, branding, advertising, etc.  So we need to define some terms. 

Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large"

Marketing is often misunderstood. We often hear the objection, "I don't need marketing, I get all my business through word of mouth." While "word of mouth" is marketing, it is marketing done by your customers, and generally accepted as the best form of marketing. The question then is how do you get more of it? We help clients develop their marketing plan. As with any process, if you have a plan, a system, to follow you know where you are going and what results you can expect. 

 

A good brand is delivered through effective marketing. Are your customers more likely to find you online, though word of mouth or driving past your retail store? We will help you to understand the makeup of your customers, and how to quickly reach them through methods that makes the most sense for your unique business.

 

Once your branding and marketing strategies are solidified, your advertising efforts will generate greater returns.

We offer a whole series on how to set up your marketing plan on our blog.

Or contact us for a free consultation on how we can help you through the process. 

Branding

Branding is how the rest of the community perceives your business and products. What do people think of when they hear your name or see your logo. Creating a strong brand helps potential customers recognize “you,” ultimately boosting your value and driving new customers through your doors. We can help identify and understand what your personal brand is and how to use it though logos, brand standards, color schemes and advertising.

Direct Marketing

This is targeted, direct, marketing. When engaging in direct marketing you are looking at specific measurable results. If you can't measure the results, it is either not direct marketing or your plan isn't ready yet. With direct marketing you are looking for a specific return on investment. For instance, you will spend $500 on Google Ads for 1 month that will result in 400 clickthroughs which in turn will result in 20 purchases from your web site for $50 each. Your return on this example is $1000, which we would want to produce month after month. 

Brand Marketing

When marketing your brand, you are looking to build confidence and acceptance in the market place. These results are not directly measurable and ideally, you do not want to even try to measure them. Brand marketing takes time and patience. You are created a relationship with your customers. You may never be xerox or kleenex or google, but you do want your potential customers to think of you when they think of what you do. 

Neither of these options for marketing are exclusive of each other and often the correct approach is a little of both

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