Not very long ago our firm was contacted by a company in the computer accessories business that wanted help with its branding strategy. The company, let’s call it Company “A,” is still closely managed by its two founders. It has developed a reputation for high quality and reliable premium-priced products and is the leader in its field. The need for a branding strategy arose when Company A bought one of its smaller competitors, Company “B,” known for its line of value-oriented products, for its creativity and new product development ability. Company A made the decision to keep both brands A and B, and was faced with the task of developing a marketing strategy that would allow the two brands to coexist and flourish. Marketing management wanted to find a way to differentiate the brands in their distributors’ and customers’ minds. They thought a branding strategy would do the trick. It will not! Company A’s management confuses branding with marketing and wants to use a “branding strategy” where a product line “repositioning” is called for. What it needs in the short term is to position each company relative to the market and its powerful distributors. This calls for a traditional
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There is no question that the world of targeted online marketing gives entrepreneurs and internet marketing specialists access to revenue streams that are otherwise unheard of and untouchable. From $100 per hour entry-level jobs to ultra-profitable marketing campaigns with no start-up costs, the targeted internet marketing industry rewards with opportunity and often negates any real risk. Any type of search engine optimization strategy is often said to be risk-free. Its targeted internet marketing counterparts – pay-per-click search engine advertising and direct web traffic generation – carry associated costs, and while short-term and rapid, are also quite a turbulent marketing platform. However, implementing a search engine optimization strategy is often just as much of a risky venture as any search marketing campaign. Search engines are constantly changing their algorithms, and businesses are constantly adapting to the changes. In 2002, a few tagged images and some well-written website content were enough for a search engine optimization strategy to achieve the number one spot in a relatively uncompetitive niche. Today, they are barely enough to appear in the rankings at all. SEO, despite its “secure” reputation, requires constant attention and ongoing development. These four strategies will help search engine marketers and internet marketing
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Advertising is a challenge especially if you are on a budget. Small businesses have to be creative and come up with affordable alternatives. Many small businesses find flyers a great way to advertise. Flyers are inexpensive to use. Your flyer should have a sales message or a benefit for using your small business. It is inadvisable to make a flyer with just your business name, address, and a statement about what you do. Write a strong selling message on your flyer. Advertise with Flyers Flyers are a great way to advertise because they are effective in getting your selling points across. They are an easy method of sales literature and can be handed out at trade shows or posted in neighborhood bulletin boards. Flyers Are Inexpensive to Produce Flyers are easy to produce. The cost is low. They can be created on your computer and photocopied. You can use a color printer, if you don’t have a color printer you can buy color paper, and print them with black ink. Ways to Create a Flyer “One large advantage to creating flyers is you have all the space you want. You should design it well and describe your offer thoroughly,” according
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Many of our clients ask us about branding their service company or new product line. These are questions that frequently come up that we are going to share. How do I choose a designer for my logo? Our design company makes checklists when we ask a client what they need out of their new project. We suggest clients do the same. Sit down and make a list of what you need from the logo. How it needs to function: On letterhead or business card Invoice Vehicle decal Packaging Envelopes and/ or on the web How it needs to be printed Come up with a budget first and this will determine how many colors and what special processes you can afford. Do you need a vector or raster image? A knowledgeable designer can make a determination based on your list what will be best for your job. A vector image is easily sizeable and is based on a mathematical equation. A raster based image is pixel based and is limited to the original image size determined by the creator of the work at the beginning and is difficult to alter in the future. Often vector images are reserved for type and
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