Navigating the Ever-Changing Fundamentals of Marketing

The fundamentals of marketing are always going to be the same, but with the landscape changing at the speed of technology, what matters most is how one activates the fundamentals. Smart marketers know that they need to get ahead of the trends and anticipate the next big things, or else be devoured by their competitors.

Transparency is an important tool of marketing. Consumers are going to continue to exert power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. The best brands aren’t necessarily those with the best stories, or sort of made up fictional stories, but those that give an accurate and real time picture of what they are doing in the interest of the consumer.

Chief Marketing Officers are actually Chief Simplifier Officers. Most companies have arranged themselves in endless vertical silos - by geography, product, or function that hamper them when it comes to working more closely and with the free flow of ideas. To optimize consumer and customer engagements, CMOs should put silo busting on top of their agenda and begin to think holistically about the company’s overall value proposition, integrating messages and insights across business units, geographies, and functional groups.

There is a growing need for marketing technologists. Too many companies think in terms of digital marketing. Instead, they should be thinking in terms of marketing in a digital world. The best marketer in a digital world would be the marketing technologists, people with heavy digital DNA and technology acumen. They should be integrated seamlessly with the marketing groups and play an important role in how marketing strategies are developed and applied.

Agility marketing is for winners. Social media produced a different, more elusive consumer with short-term thinking. Marketers are now chasing their daily meanderings in “likes”, “shares”, “tweets”, click-through rates, and ever more immediate metrics. However, the best marketers should have more consumer data, capable of faster adaption, shorter lead times, and real-time marketing.

Marketing should be about personalization. The world is more connected because of technology, but marketing is becoming more regionalized, localized, and even more individualized, as consumers resist standardization and cookie-cutter templates. Personalization is not a trend. It is a marketing tsunami that should transform how we think about and how we manage global brands.

Internal Communications are a must. Businesses should put a strong focus on internal communications as a marketing asset. If there is poor communication, it’s difficult to engage employees to become brand ambassadors.  By implementing a strong internal communications process, employees will feel engaged and will want to live the brand and better share the vision and strategy of the company. 

There will be previous trends to ignore, present trends to tackle, and future trends to watch because everyone is looking for the next big thing.  While keeping an eye on the future is crucial, sometimes it’s easy to get so caught up gazing into the crystal ball that we lose touch with the timeless fundamentals.

Listening to your customers is a marketing fundamental that will never go out of style. Neither will remarkable content.  Make sure you take the following steps when developing a marketing campaign.

1.       Know Your Target

2.       Educate on Your Benefits

3.       Craft A Strong Call to Action

4.       Measure, Monitor, Log, Report and Learn

Now that you've put in the work and you are ready to push your campaign live be sure to measure and monitor the progress. Learn from your efforts, it will come in handy for each campaign that follows.

What were the results? Did they meet expectations? If so, why? If not, why? Know the answers to these questions, understand the answers, identify how you can make a campaign better, identify what worked. Log these answers, analyze the data and work to make each subsequent campaign better.

Marketing is a fundamental part of business.  A comprehensive and strategic branding and marketing plan is a fundamental part of a successful business.  If you are wondering whether the marketing tactics you are currently employing are working for your business, then they’re not.  But, we can help!

SK Consulting prides itself on providing strategic marketing and branding techniques for businesses in need.  We keep up with the latest marketing trends so that you don’t have to.  If you or your business are in need of marketing or branding assistance, contact us today.  www.stonekingconsulting.com  

The Do’s and Don’ts in Creating a Logo

What makes a good logo? A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

An effective logo should be:

·         Simple

·         Memorable

·         Timeless

·         Versatile

·         Appropriate

Simple

A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.

It’s the K.I.S.S. Principle of design - Keep It Simple, Stupid. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client. A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing and promotion. Just like a simple graphic swoosh – not a very recognizable international brand. 

Memorable

Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.

Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role. This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable. Ultimately, logos need to be distinctive, memorable, and clear.

Timeless

An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?

Leave trends to the fashion industry – Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.

Think Google.  Coca-Cola.  McDonald’s.  American Red Cross.  All timeless and memorable.

Versatile

An effective logo should be able to work across a variety of mediums and applications. The logo should be functional and should be able to work both in horizontal and vertical formats.

Ask yourself; is a logo still effective if:

• Printed in one color?
• Printed on the something the size of a postage stamp?
• Printed on something as large as a billboard?
• Printed in reverse (ie. light logo on dark background)

One must also remember printing costs – the more colors used, the more expensive it will be for the business over the long term.

Design the logo in black and white first, to ensure that the logo will look good in its simplest form. Color is very subjective and emotional. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements.

Appropriate

How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.

It is also important to state that a logo doesn’t need to show what a business sells or offers as a service. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification.

Common Mistakes

Unfortunately, many companies make serious mistakes when they design their logos. These are good businesses with bright futures, but they often end up with logos that are less than ideal, or even poorly designed. And getting customers to notice or remember a bad logo is a very difficult thing to do.

When you set out to create your new logo, be sure to avoid these critical mistakes:

Critical Mistake #1: Drawing Your Logo Yourself

Many bad logos happen because a business owner tries to do it all themselves. They need something fast, so they create it themselves or ask a friend to do it. And while they plan on doing it the right way eventually, they seldom get the chance.

An unprofessional logo can destroy trust among potential customers and keep customers from buying your products. And it takes very deep pockets for a business to survive a lack of customers.

Critical Mistake #2: Forgetting About Your Customer

Many business owners choose a logo based on their tastes. They select colors, icons and fonts that appeal to them. The problem is, they are often not their ideal customers. Before designing your logo, find out as much as you can about your customers. Are they men or women? Single or married? Young or old? Are they looking for a trustworthy image, or something more playful? The more you know about your customer’s likes and dislikes, the more easily you can develop an image that will appeal to them.

Critical Mistake #3: Looking Too Much Like Your Competitors

This is an easy mistake to make. After all, your competitors are successful, so why not do what they do? When your competitors zig, you should zag.

Don’t mimic your competition. Choose colors, shapes, icons and fonts that set your business apart. By contrasting your logo and brand image to your competition, you’ll help customers easily identify your business and products. When your logo resembles everyone else’s, you’ll lose customers who confuse your product with the competition.

Your logo is a major component of your brand!  If you need help developing a logo, a branding or marketing plan, contact SK Consulting at www.stonekingconsulting.com.  We’re happy to help!

Branding Your Business – More than Pretty Pictures and Catchy Phrases

If you’re the owner of a multi-billion dollar company, this blog post is not for you. However, if you’re a mom and pop organization or a new business and would like to learn how to brand it on a low budget, read on…

Large corporations spend millions on creating a brand message, but the ones that stick in our minds are based on simple concepts which have a creative spark.

The secret?  Branding that can be used creatively without explanation. Branding is not a difficult thing to do if you know who you are and how you want to be perceived by others. Yet quite often you might not be focused on your brand.  Some may decide to put their attention on products or services in an effort to bring in customers and revenue. That's fine if you're the only small business selling a particular product or service, but that's a rarity. This is why branding is imperative not just for big corporations, but also for small businesses. In fact, it may be even more important the smaller your business is.

Many get caught up with the word “brand” and believe it’s this colossal term reserved for corporate powerhouses. The reality is that every company—and in this day of social media, most individuals—should establish what their brand equals.

How do you effectively brand yourself and your business?

Create a standout logo

A good logo will go a long way. Unless you are able to create one on your own, which looks professional, you’ll need to hire an expert. At SK Consulting, we can help you create an image that lets people know what you and your company stands for instantly.

To save money, it’s best to have a rough idea of what you’d like. Brainstorm with friends and do some basic research. Don’t worry, it’s fun! Check out other company logos. Determine which ones you like and which you don’t.  Then hire an expert to design it based on your input.

What makes a good logo? There are a few key elements that make for a successful logo. Ask yourself, if your logo is:

• Functional: Will it work on a letterhead, a business card as well as a large poster?
• Aesthetic: No one likes an ugly image.
• Original: If you use clip art, it will be obvious. Create original art.
• Appropriate: Have the image speak to your business and you.  A plumber wouldn’t have a rose in his/her logo.
• Timeless: Pick a logo that will work into the next decade. Tweaks to logos are common (The American Red Cross, Pepsi, Coke), but the basic brand and look remains the same.
• Simple: A complex drawing with obscure references might confuse potential clients. Keep the drawing clean and simple.

Come up with a slogan

The word “slogan” comes from the Scottish Gaelic Sluagh-ghairm, which means army cry or battle cry. Don’t confuse this with your elevator pitch or your mission/position statement. It needs to be short and sweet, something you can say in a single breath, or battle cry.

If you can capture the right catchphrase, people will spread your message far and wide. A good slogan sticks like glue in people’s minds, reminding them consciously and unconsciously of your product, over and over.

With the right slogan, you can get free word-of-mouth advertising around the proverbial water cooler. People love a good slogan. Just consider several from the last few decades. None of these mention the company name, but are very recognizable:

• Where’s the beef?
• When it absolutely, positively has to be there overnight!
• I’m lovin’ it!

Of course your slogan can also include your name, which can only help you brand your company. Here are a few that work well for the product:

• Got Milk?
• Subway. Eat Fresh.
• M&Ms melt in your mouth, not in your hand.

What is YOUR war cry?

You can create your slogan on your own or with a group of friends. Everyone likes to pitch in ideas, but your slogan/war cry should complement your logo and the rest of your brand.  Hiring an expert can help ensure that your strategy is effective and efficient for years to come.

What is your elevator pitch?

You need to be able to sell yourself within a short pitch that can be easily delivered in the time it takes to climb a few floors in an elevator. You need to be able to answer the innocent question, “What do you do?” in such a way that the person wants to know more.

It’s OK for it to sound a bit sales-y as long as the concept is clearly communicated. If you’re shy about selling, you have to get over that. Every business owner must bite the bullet and admit they are (or need to be) a salesperson.

The first step will be to try out your pitch to yourself. Say it out loud, preferably in front of a mirror or on video. You can record yourself on your phone and play it back. How does it sound? How would you respond to your own pitch?

After you create one that you like, you need to practice it over and over and over and over (and over). Practice it in the car, in the shower, as you’re cooking, etc. Drill it until it is second nature, so that you don’t need to think about it at all. It should just come out naturally (which means if you keep getting tripped up on a certain phrase, change the phrase).

Next is the hard part for most people. You need to practice it on others (people who are not you). Start with friends, people who are supportive of your goals. If you stumble, try again. Friends will understand. Do this until you can actually take it to the next level, delivering it to someone you don’t know, at a networking event or other social setting.  It is just a matter of practicing with others until you aren’t worried about your pitch at all and it just flows out easily. Trust me, it won’t take long.

If You Communicate it, They Will Come

If you communicate your brand message to your target audience properly and your brand positioning is easy to understand, not only will your consumers/clients/customers be great brand ambassadors for you, but your employees or future employees will be too.  When your consumers are fans of your brand and identify with it, they, too, will become vocal in spreading your brand’s message. Word of mouth marketing has always been important in extending a company’s brand and offerings, but it is even more crucial in this age of social media. You want your consumers singing your praise across the various social media platforms, not only in the form of "Likes" but also in sharing their positive experiences and pictures. Just as you reward your employee, you should give perks and special treatment to those avid customers and fans of your brand who promote your products and services. Their endorsement is more powerful than any commercial or copy you could produce.

Are You on the Right Path?

If you are unsure whether your brand is working for you, contact us.  If you are a new business, a small business or an organization wanting to change directions, make sure you have an expert in the field of branding involved.  Not having a strategic plan and jumping into the fire can hurt your business in the long run.  We are here to help you develop a brand, develop a plan, determine your target audiences and how to reach them.  For more information on the services provided by SK Consulting, visit www.stonekingconsulting.com.  

Can You or Your Business Benefit from a Marketing Partnership?

When starting a business or developing the budget for a business, many times marketing is over-looked.  However, marketing is a vital component in a successful business plan.  You may have the product or service, but if nobody knows about it, your business will not succeed.  So, what do you do if you didn’t incorporate a marketing plan or budget into your overall plan?  How do you maximize your exposure with minimal expense?  The bad news is that your competitors may have budgeted for hundreds of thousands of dollars in marketing.  The good news is there are still ways that you and your business can compete against those with seemingly deep pockets.

One successful way to grow your business and maximize your outreach is to develop a marketing partnership with other businesses or organizations that are aligned with your goals and mission. Businesses can set up and implement very successful partnerships, but the process is long-term. Partnerships do not generally produce significant results overnight, but they are proven to be effective and efficient.

What A Marketing Partnership Is
A marketing partnership involves two or more professionals or businesses who are like-minded and have similar marketing needs and complementary services.  These entities, typically within a specific industry, join forces for mutual marketing and sales benefits. This does not mean they lose their individual identity. More than likely, each partner will continue to market and sell outside the partnership.

Marketing activities may involve:

·         Creating joint marketing materials

·         Joint direct mail, e-mail or advertising campaigns

·         Prospect referrals

·         Possibly even combining services, talents and assets to create new services

A potential marketing partnership could include a chiropractor, a personal trainer and a weight management program/product working together to grow their client base.  By combining forces within a similar field, these professionals can help broaden their reach and scope without the potential of conflict, jealousy, or competition. And, each individual professional benefits from wider exposure, more referrals, and marketing that is more efficient.

Virtually every professional and company has opportunities to create marketing partnerships. Although the most visible partnerships involve large, publicly traded companies, partnerships offer tremendous potential for even the smallest of companies, non-profits or single practitioners.

What A Marketing Partnership Is NOT

A marketing partnership is neither a quick fix for sales problems, nor a way to eliminate the burden of marketing and sales.

Although some marketing partnerships may be elaborate formal legal entities, most - especially with smaller companies and individual practitioners - are informal agreements that each enters into to enhance each other’s marketing reach. 

In a partnership, both parties must assume responsibility for marketing the joint venture. A partner who expects to ride the back of the other partner will quickly be flying solo again.

When considering a partnership, there are a few things to keep in mind:

1. Your Partners Help Define Your Reputation And Position 
When you enter a marketing partnership, know that whoever you choose to join forces with directly impacts your circle of influence, marketing potential and reputation. Each partner's reputation "rubs off" on the other. In addition, your marketing reach is enhanced-or limited-by each other.

Pair with businesses that have the reputation you want for yourself and the market reach you desire. Careful selection of partners can rapidly establish a relatively new company or professional as an expert or serious player within their local industry. Likewise, poorly selected partners can just as quickly damage a reputation.

2. Partners Want Real Value From The Partnership 
When you initiate a marketing partnership, the professionals and companies you approach will want to see results before they become enthused. You will have to sell them on the idea that the partnership will produce real benefit for them, not just for you. They will want a real profit benefit. So be prepared to spell it out for them.

3. Your Commitment is Key 
If you are the initiator of a partnership, you not only have the luxury of approaching those potential partners you believe will enhance your status, reputation and business potential, but you also must assume responsibility for its success. You will have to do the vast majority of work, at least at first. You will be dealing with people who may like the concept and want it to work, but they want more. You need to show them that you are committed to the partnership and that it will produce results.

The quickest way to achieve full buy-in of partners is to have a client or two ready to go. Nothing gets the attention of a new partner like immediate business--and it demonstrates that you are serious in your commitment to them and not simply looking to mooch off their business.

Many, if not most, marketing partnerships fail to live up to their promise because the initiating partner forms the partnership with unrealistic expectations. If you are looking for a quick fix to sales problems, an "easy" way to get business, or are looking for a one-way referral connection, a marketing partnership is not the answer.

But, if you are committed to building a long-term partnership that will increase the prospecting and marketing capabilities for all concerned--a well-constructed marketing partnership can work wonders.

If you have questions or concerns about marketing partnerships or would like help in developing marketing partnerships, contact SK Consulting today! www.stonekingconsulting.com     

Getting the Most Out of Your Network(ing)

It's no secret that the more people you meet, the more people you know, right?  But when you're meeting people in the business world, what is your next step?

Anyone can go to a networking event, obtain a boatload of cards and file them away - hopefully to be seen again.  But, what is the right way to network?

Effective business networking is the linking together of individuals who, through trust and relationship building, become walking, talking advertisements for one another.

Keep in mind that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others.

Ask yourself what your goals are in participating in networking meetings so that you will pick groups that will help you get what you are looking for. Some meetings are based more on learning, making contacts, and/or volunteering rather than on strictly making business connections.

Visit as many groups as possible that spark your interest. Notice the tone and attitude of the group. Do the people sound supportive of one another? Does the leadership appear competent? Many groups will allow you to visit two times before joining.

Ask open-ended questions in networking conversations. This means questions that ask who, what, where, when, and how as opposed to those that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows listeners that you are interested in them.

Become known as a powerful resource for others. When you are known as a strong resource, people remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you visible to them.

Have a clear understanding of what you do and why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.

Be able to articulate what you are looking for and how others may help you. Too often people in conversations ask, "How may I help you?" and no immediate answer comes to mind.

Follow through quickly and efficiently on referrals you are given. When people give you referrals, your actions are a reflection on them. Respect and honor that and your referrals will grow.

Call those you meet who may benefit from what you do and vice versa. Express that you enjoyed meeting them, and ask if you could get together and share ideas. 

If you have questions about networking or have a topic you would like to see addressed in SK Consulting's blog, contact us!

There is a 'U' in Branding - It's YOU

Today, I had the privilege of speaking to a group of professionals about branding and what it means.  The group was made up of professionals from all industries, business owners and independent representatives of a variety of organizations.  The fact that nobody got up and left or screamed obscenities at me, tells me that they were actually interested in the topic.

I started the presentation (no formal PowerPoint for me) handing out scrap pieces of paper (recycling helps you reduce costs) and told the attendees to write three words that describe them.  Who are they? I then proceeded to give my presentation on the following:

What is your brand?

The inability to articulate what you do isn't a confidence problem - it's a branding problem.  You might have a hard time telling people what you do for a living if:

1. You are using vague words and trendy industry jargon to describe what you do.
2. Your expertise can't be summed up in one small title or job description.
3. You feel more like a Jac (or Jane) of all trades and a master of none.

Know what you do and what people want you to know you do.  In addition, know what sets you apart from your competition.  If you haven't done your research to figure out your competitive landscape, you have already put yourself way behind your competitors.

What is your positioning statement?

Your positioning statement is just a few sentences that describes what you do and for who.  Think of it as your elevator speech...you're 30 second commercial (without the music bed).

1.  Make is short and succinct.  Giving someone a lecture when all they wanted was an introduction can be a major turn off and will not help you get their business.
2. You should be able to incorporate your position statement into your website home page and in your social media profiles.
3. Your position statement is NOT your values or mission statement.

'Trial and error' is not an option.

You want your brand to reflect your true style and voice in a way that will attract your dream clients. Your overall brand should align your passion and talent with your career.  If you are not passionate about what you do or believe in your service, it will be very difficult to persuade others (and you should probably consider a different career).

What about the logo?
A major part of branding is the logo.  Your logo should match up with and reflect your brand.  it's not just a pretty picture.  It needs to serve a purpose and have an appropriate design:
1.  Simple
2.  Memorable
3.  Timeless
4.  Versatile
5.  Relevant

After I finished presenting I was asked what I thought the most important part of branding or marketing is.  To be clear, branding is just ONE element of marketing and the most important aspect of branding is to know who you are and why you do what you do.

I then asked each attendee to flip the piece of scrap paper over and write three words that describe what they do.  I applaud everyone who shared what they wrote - their three words that they used to describe themselves were in alignment with the three words they used to describe what they do.  hats off to a great group of knowledgeable and professional individuals!

If you or someone you know would like to learn more about the essentials of branding and strategic marketing, please feel free to reach out to us!  We pride ourselves on helping others succeed (how's that for a positioning statement?).  www.skconsulting911.com.

How do you define 'branding'?

The concept of branding is a confusing topic that many business owners may not clearly understand. What is a brand? What is branding? It seems like a simple question, but the answer is anything but simple. If you’re confused by your brand, your customers will be confused, too. The last thing you want to do is waste time and money on something unsuccessful.  If you need help, hire the experts.

First and foremost, branding involves consistent and constant messaging.  Many people believe those words are interchangeable...but they are not.  You shouldn't have constant messaging if it isn't consistent. (Consistent means unchanging, the same.  Constant means endless, ongoing.)  But, there are other key factors in branding your brand.

1. The Brand Promise

At its core, a brand is a promise to consumers. What will consumers get when they purchase a product or service under your brand umbrella? The brand promise incorporates more than just tangible products and services. It also includes the feelings that consumers get when they use your products and services.

Example: Think about your favorite brand and what that brand promises to you. If you’re a Nike fan, the brand might represent athleticism, performance, strength, good health, and fun. Your brand promises something to consumers. What is it?

2. The Brand Perceptions

Brands are built by consumers, not companies. Ultimately, it’s the way consumers perceive a brand that defines it. It doesn’t matter what you think your brand promises. The only thing that matters is how consumers perceive your brand. You need to work to develop consumer perceptions that accurately reflect your brand, or your brand is doomed to limited growth potential.

Example: What are consumers’ perceptions of Michael Jordan? You can bet everything he does is meant to create specific consumer perceptions.

3. The Brand Expectations

Based on your brand promise, consumers develop expectations for your brand. When they pull their hard-earned money out of their pockets and purchase your products or services, they assume their expectations for your brand will be met. If your brand doesn’t meet consumer expectations in every interaction, consumers will become confused by your brand and turn away from it in search of another brand that does meet their expectations in every interaction.

Example: Imagine if Lexus launched a $10,000 car. To say the least, consumers would be extremely confused because such a product doesn’t meet their expectations for a luxury brand.

4. The Brand Persona

Rather than asking, “What is a brand?” a better question might be, “Who is a brand?” Every brand has a persona. Think of your brand as a person. What is that person like? What can you expect when you interact with that person? From appearance to personality and everything in between, your brand persona is one that consumers will evaluate and judge before they do business with you.

Example: Think of it this way. Who would you rather spend time with — Apple or Microsoft? These two brands have very different brand personas. Your brand should have one, too.

5. The Brand Elements

Your brand is represented by intangible elements as well as tangible elements such as your brand logo, messaging, packaging, and so on. All of these elements must work together to consistently communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona. If one element is awry, your entire brand can suffer. 

Example: There is a reason why Coca-Cola, the Red Cross, Google and Facebook are successful.  Their brand means something to consumers.

Bottom-line, a brand is clear, reliable, and believable to both your consumers and your employees. However, brands aren’t built overnight. Before you can define and live your brand, you need to do some research so you don’t waste time taking your brand in a direction that won’t allow you to reach your goals. You must understand your competitors and audience, so you can develop a brand that promises the right things to the right people. Research should be first. Definition, strategy, and execution should follow.  Just like a garden, if you know what you've planted and you nurture accordingly, your brand will grow.