Branding Archives - Page 38 of 42 - McLellan Marketing Group

Let them set your prices

December 12, 2006

What if you did just that? You let your customers determine your value. Do you think it would work? Would they pay you more than what you’d set as a fee or would you constantly be undercut?

What do you suppose this pricing strategy would say to your clients? Is it a message you want to send?

One of my resolutions for ’07 is to try this with at least one client. I’ll let you know how it works.

Want to read some more interesting thinking about pricing. Check out Mike McLaughlin‘s Guerrilla Consulting’s pricing section.

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This is your brain. This is your brain on brands.

December 11, 2006

Wow.

Just stumbled upon a WSJ article from 11-28 of this year that talks about new research that suggests that brands can stimulate the the human brain. When shown the well known brand, there was a strong pattern of activity in the part of the brain associated with positive emotions, self-identification and rewards. The lesser known brand "provoked activity in the parts of the brain associated with negative emotion and memory — suggesting that the brain has to work for a response."

The use of MRI technology to track responses eliminates the risk of dishonest or incomplete answers according to the researcher, who did this test as an add-on to a more traditional research project.

Cool eh?

Tip of the hat to David Wolfe over at Ageless Marketing for spotting the article and writing about it the day it hit the paper. He has some very pointed and valid things to say about those in the marketing world who suggest that because of new age of one-to-one marketing, branding is dead.

You of course, already know that’s a load of garbage. As marketing grows more intimate and closer to the consumer — branding becomes even more vital to doing business today. Any stranger can shout at you. You sure don’t let just anyone whisper in your ear. Branding matters.

Just in case the WSJ decides to take down the free posting of the article…you can download the PDF here. Download 112806wsj.pdf

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Use your powers for good

December 8, 2006

I truly believe as marketers, we can and should look for ways to use our powers for good. Not unlike superheroes, really. (I vote minus the cape and tights!)

There’s no reason why you can’t showcase your skills, products and services while also making the world just a little bit better. Want proof? Check out this promotion from Xerox.

If you go to this web site (http://www.letssaythanks.com) you can pick out a postcard and Xerox will print it and it will be sent to a soldier who is currently serving in Iraq. You can’t pick out who gets it, but it will go to some member of the Armed Services.

You pick the graphic and either one of their pre-written messages or you can write you own. I just sent one and I think it took me about 3 minutes. But I am going to feel good about it…and the company that created the opportunity for a lot longer than that.

Regardless of where you sit politically, this is a cool thing. Bravo Xerox — you’d look good in a cape!

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Have some branding with your breakfast?

December 4, 2006

John Jantsch over at Duct Tape Marketing posted about one of my favorite marketing tactics — sampling. Many service delivery businesses think that they can’t sample because they don’t sell a "thing" that people can try. But they’re wrong. With some creative thinking, every business can (and should) sample.

At MMG, we walk that talk. On the first Wednesday of every month, we host the Branding Breakfast. Come by our office at 7:30 am this Wednesday and we’ll give you a hot breakfast, caffeine-charged coffee and some great branding conversation.

All for free.

Why? First and foremost — because we truly believe that branding is every business’s best defense against becoming a commodity and having to complete on price alone. But our second reason — we know that as smart marketing people attend our breakfasts, they’ll begin to see the power and value of working with us. That is the beauty of sampling.

To learn more about this week’s Branding Breakfast, get a map to our place or RSVP, check us out here.

We’d love to have your voice in the conversation!

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Ease into the week– What brand intersects with your holidays?

December 3, 2006

I don’t know about you but Sunday nights are time for me to catch up. On my reading, on my work, on my relationships — all with an eye on Monday morning and knowing that the 180 mph pace is about to resume.

Sundays also seem to be my day for deep thoughts. I thought it might be fun to ease into the week together with a question that is sort of about branding and marketing but also has a personal element to it as well. A chance to get to know each other AND talk shop. Perfect for a Sunday night.

One element that incredible brands and the holidays have in common is deeply-held emotions. Power brands are the ones that consumers hold in their heads AND hearts. The holidays are the same. Our heads get wrapped around the party planning, gift wrapping and all the other details. But our hearts cherish the magical memories that trigger our emotional core.

So here’s this week’s question:

What brand (or specific product or service) plays a key role in your holiday memories and emotions? How did it earn such a noteworthy place in your family’s traditions, memories or story telling?

Mine? Silly but somehow significant. Lifesavers Story Books. You know, the little cardboard box filled with 10 rolls of lifesavers? They probably cost a couple bucks, but our holiday would not be the same without them. My mom started the tradition when my little sister and I were just kids. Every year, Santa would bring us each one.

Today, some 40+ years later, Santa still brings every member of the family their own book. We joke about it "oh…what a surprise, a lifesaver book!" But I know I would be awfully disappointed if there wasn’t one under the tree with my name on it.

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Knock down the barriers (Marketing Lessons from Walt)

December 2, 2006

This is the last in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World , I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

On the road to every sale there are barriers. It might be price, or timing or who knows what. A smart marketer removes as many of the barriers as they can anticipate. Disney is a master at this. Throughout their theme parks, there are shops. Lots and lots of shops. You can buy anything from t-shirts to works of art and just about everything in between. Hauling those packages around with you all day is a pain. And could deter many a purchase. But never fear…Disney has lots of options.

You can have the packages delivered right to your Disney resort
You can have the packages shipped home
You can have your packages sent to the front of the park and pick up your treasures on the way out
You can rent a locker and put your packages there
You can take one of the business cards, jot down the item number and call later to order it

What barriers keep your customers from buying? What have you done to remove them? Do your customers know?

Marketing Lessons from Walt – The Series:

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Dance with the one that brought you (Marketing Lessons from Walt)

December 1, 2006

This is the seventh in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World , I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

Most organizations expend 95% of their marketing efforts chasing after potential business. Once a client is in the door, it’s onto the next. Chalk up the win and go after the next big fish in the pond, right?

Not so fast my friend. It’s your current clients who keep your doors open. And are the most likely to give you new opportunities and sales. Disney understands while its great to get new faces into their theme parks, they need to reward those most loyal guests as well. One way they do this is by extending park hours to those guests who are staying in a Disney owned resort.

With a special wrist band, Disney resort guests can enjoy the most popular rides and attractions without long lines. There’s an air of exclusivity at being able to wave your wrist band and stay to play another few hours. It sure makes us glad we’re staying where we are.

How do you reward your current clients? How do you make them feel special and valued? Are you sure they know about the little extras you give them? Don’t be so sure. It may not be a wrist band…but be sure you find a way to reward your good clients and make sure they know they’re appreciated.

Marketing Lessons from Walt – The Series:

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Set Expectations (Marketing Lessons from Walt)

December 1, 2006

This is the sixth in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

Human nature dictates that we are much more comfortable with the known. While surprises are nice if they’re fun-filled, no one likes a nasty surprise, like a rush charge or an extra long wait for a product or service delivery. The folks at Disney understand that human truth. So they set expectations for their guests.

At the front of every attraction there is a sign that tells you the current wait time. (Night photography is not my forte!) You make an informed decision — is Space Mountain worth a 90 minute wait? Is Big Thunder Mountain enough fun to stand in line for 45 minutes? Customers don’t mind boundaries or consequences if they know in advance what they are. I’ll bet it won’t surprise you to learn that if there’s a 20 minute wait posted at a Disney attraction, the real wait time is more like 10-15 minutes. Set expectations and when possible — exceed them.

Do you set your clients’ expectations? Billing, delivery times, levels of service, your availability, etc.? How do you do that? Conversation? A New Client handbook? A contract?

How you set them is a communications choice. But setting them is just smart business.

Marketing Lessons from Walt – The Series:

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Listen and Respond (Marketing Lessons from Walt)

November 29, 2006

This is the fifth in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

For many families, a trip to Disneyland or Walt Disney World is a once in a lifetime experience. Kids dream for years before they finally get to step into the Magic Kingdom. So the expectations are incredibly high. This can’t just be a fun vacation. This needs to be the uber vacation.

One of Disney’s habits that has helped launch and maintain their brand’s success is that they listen and respond to what they hear. It’s not uncommon to get stopped by a survey taker in one of the theme parks.

Here’s an example. Kids arrive at Disney World with one goal. Meet Mickey Mouse. It’s their core reason for making the journey. They have dreamed of that moment for years. It used to be that it was left to chance. If a child happened to be in a particular spot in the Magic Kingdom, when Mickey was there signing autographs then the child’s dream was fulfilled. But, if the fates didn’t align, the child was likely to go home having seen Mickey in the parade but never being able to hug or interact with the Big M himself.

Parents shared this insight with Disney officials and Toon Town was created. A whole new land, where you can tour Mickey and Minnie’s homes and, no matter what else is going on in the park — meet Mickey. Mickey now waits for his fans, young and old, to come visit him in Toon Town. Today, no child has to leave their uber vacation without a Mouse encounter. Cue the happy music.

When was the last time you asked your customers what they wanted or needed from you? How did you let them know that you heard them? Never asked? What’s stopping you?(My dad and daughter enjoy their mouse meeting)

Marketing Lessons from Walt – The Series:

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Evolve (Marketing Lessons from Walt)

November 28, 2006

This is the fourth in my eight-day series – Marketing Lessons from Walt. As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

When Walt originally conceived Disneyland and Walt Disney World, his vision was to create a place where entire families, from toddler to grandparent, could enjoy the attractions together. No health warnings, no height requirements. And so they were built.

Fast forward to today, where the Rockin’ Roller Coaster is one of the most popular attractions at WDW. This roller coaster is not for the faint of heart. You go from 0-60 mph in 2.8 seconds and right into an upside down loop. I can only imagine what Walt is thinking.

But, then again, Walt was about as savvy a marketer as you can find. So he is probably nodding his head and recognizing that strong brands must evolve with the times, the consumer, and the competition. Had Disney executives clung to Walt’s vision without taking new realities into account, I’m not sure the theme parks would have survived for the past several decades.

Today’s Disney is a blend of Walt’s original family friendly vision and a modern amusement park. The brand has evolved and thrived.

When was the last time you did a reality check on your own organization’s brand? Are you stuck in a vision of the past? Is it time for an evolution?

Marketing Lessons from Walt – The Series:

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