5 Ways to gain Brand Recognition

Christine Davey Marketing ManagementIt doesn’t matter what kind of business you have, whether you are a big corporate brand or a one-man band – in order to be successful your brand needs to stand out from the crowd.  Your ultimate goal is to have your target market think only of you when they are ready to buy.

Gaining brand recognition isn’t just about a fancy logo – it’s all about making sure that whenever your target market associates with a product, service or organisation they remember something distinctive about you which will jog their memory.  This could be a logo, a colour, some kind of packaging or just memorable customer service; something that triggers associations in their minds and sets you apart from your competition.
Here are 5 ways you can easily gain brand recognition

1.  Exceptional Customer Service
Develop a reason customers will trust you enough to come back time and time again and recommend you to others.  Today’s customers are much more discernible; looking for guarantees, prompt turnaround time and first-class after sales service.  In fact, customer service can often be the major factor in the final buying decision.
2. Be Personable
Create a persona to engender trust; become the go-to person/company in your field of expertise.  Your target market needs to accept you as the person behind the brand before they will buy what you are are offering.
3. Generate Awareness
Create a strategy to remind your target market that you are actively doing business; make them aware of what you offer by keeping your brand top of mind, communicating with your target market both online and offline with a consistent, objective message. Fail to do this and your target market will forget about you and go somewhere else!
4. Add Value
Exceed people’s expectations – share your expertise through a series of touchpoints; become the well-respected ‘go-to’ person in your field through blogging, white papers & webinars.
5. Be Consistent in your Branding
Be instantly recognisable to your target market by using the same imaging and logo styling in all forms of communication.  Brand consistency is the key to brand recognition and one which is strictly adhered to by top successful brands.  It seems an obvious one, but it is very often overlooked.

What other ways could you help your target market recognise and remember you and your brand?  Why not take the time to develop a marketing checklist and develop a strategy you can easily implement to ensure your brand stands out from the crowd?

Christine Davey
@DaveyMarketing

If you’d like some help on managing your marketing, Tweet me or call me on 01273 772033 today.

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6 Top Tips to create good Content

ChristineDaveyContentMarketingIt’s all about having relevant and timely messages!

Good content can create more sales leads, drive traffic to your website, create brand awareness and educate your existing and prospective customers.

Follow these six top tips to get the most out of your content marketing.

1.  Make sure it’s not promotional!
Anything which is blatantly salesy and promotional will not inspire or excite your target audience; two of the most critical components of content marketing

2.  Make it relevant and targeted
It has to be relevant and of interest.  Make sure you make it useful to the reader – even if this means it doesn’t necessarily support your company’s main service message.

3. Answer a niggling business question
Give your readers added value. By imparting useful information gives you the ability to nurture important leads and positions you as the ‘expert’ in your field.

4. Make sure it’s well written
Thought leadership needs to be written well – poorly written copy may be detrimental to your company’s reputation.  Well presented and free of errors, it needs time and effort; outsourcing might be a wise investment!

5. Keep your business goals in mind
Does your content support your business objectives?  Is it relevant to your company?  Creating content which does neither, is a waste of resources.



6. Make sure it’s substantiated
Writing to support your business goals, may seem biased; content needs to be supported with ‘proof’; either quotes and testimonials or actual statistics.

Christine Davey
@DaveyMarketing

If you’d like some help on planning your Content Marketing, Tweet me or call me on 01273 772033 today.

3 reasons to consider outsourcing your marketing

JuneBlogWhen you’re pushed for time – seeing to clients, building relationships and managing your staff – your marketing inevitably gets pushed on the back burner, especially in times of recession when budgets are stretched.

The reality is that investing in your marketing at times like this can in fact generate a huge return on sales and when time is tight, outsourced help from a marketing professional can provide additional support from planning what to do, to making it happen; freeing up your time so you are able to concentrate on other areas of your business.

With the current climate pushing many small businesses to keep costs down and re-prioritise workloads, outsourcing can be a cost effective and efficient way to make sure your marketing is working.

1. You get the right marketing skills you need, when you need them

As a small business you often find yourself being a jack-of-all-trades, juggling different projects or delegating marketing projects to other members of your team who don’t have any marketing expertise.  Employing an experienced marketer full time to implement each aspect of your marketing plan can be costly to maintain in-house and by outsourcing specific tasks, gives you the opportunity to focus on other aspects of your business without the cost of employing a full time marketing professional.

Taking on the promotion for your own business can be daunting if you have little or no marketing expertise.  Sourcing an expert can help develop and implement your marketing plan and bring fresh creativity, new ideas and a completely different perspective.  They won’t be afraid to push the boundaries and show you what will work for your product.

2. It’s cost effective and time efficient

Whether you’re a one man band or a big brand, saving time and money is key to running a successful business.  By having top level marketing experts on hand whenever you need them, you’ll be avoiding the hidden costs of employing staff such as sick pay, office overheads and holidays.

For instance, if you have a marketing campaign planned to run over a specific period, you won’t be paying an in-house marketer during the times you don’t have marketing planned, thus saving both time and money.

3. You get personal, professional expert help

The right outsourced marketer will have a wealth of experience in a diverse range of markets.  They will be able to advise you on the best marketing techniques to suit your business and help to get the right messages to the right people at the right time.

By creating timelines, and delivering weekly or monthly reports on the project effectiveness you will be fully in control of your investment, so you know exactly where you are every step of the way.

Christine Davey
Davey Marketing

If you’d like to outsource any aspect of your own marketing,  Tweet me, contact me here or call me for an initial chat on 01273 772033 today.

Getting the right message to the right people – Face to Face

Davey Marketing Business NetworkingDifficult economic times often result in cutting back on certain activities in business, particularly marketing.  When we should all be knuckling down to generate as much new business as possible, our marketing activities tend to become less rather than more.

Of course, it is fundamental that our marketing activities complement the services we offer, getting the right message to the right people at the right time.  But when budgets are tight, it can be a juggling act, deciding which activity will make the best return on investment.

Many small business owners tend to largely focus their activities around online marketing such as social media and email marketing, and whilst a mix of these activities, together with more traditional methods such as creating postcards or flyers may be relevant to your business, there is one very cost effective marketing activity which is vital to raise awareness and position your brand; Face to Face Marketing or Business Networking.

Sharing your message with a group of like-minded people gets you offline, making an impression with ‘real’ people that are more likely to help to market your business for you via first and third party referrals.

Making contacts and building relationships is key in any marketing activity and whilst communicating virtually through social media platforms has a significant impact on the speed at which information can be obtained, a high percentage of prospects are more likely to be converted to new customers via face-to-face interaction.

There’s a big choice of business networking organisations out there, whether you want to be ‘locked in’ and pay an annual fee or just want somewhere to ‘drop-in’ for a chat and a coffee – here’s a few links to some of the current groups in Brighton & Sussex.

Brighton & Hove Chamber of Commerce 
4 Networking
Athena Networking
The Mumpreneurs Networking Club    
Sussex Enterprise
City Business Club
Friends of the Albion 
Hove Business Association 
Juice FM Breakfast Club 
Brighton Business Curry Club 
Gatwick Diamond Business 
First Friday Network
Women Unlimited  
Wired Sussex
The Un-Networking Salon
Speed Networking in Brighton

Christine Davey
@DaveyMarketing

If you’d like some help on planning your marketing communications, Tweet me or call me on 01273 772033 today.

7 questions you need to ask yourself about your Marketing Planning

Davey Marketing Strategic Plannng

The Planning Cycle

If you’re an established small business you are probably doing OK, but you are most likely only doing the bare minimum when it comes to marketing, relying mostly on referrals.

But there are times when you could probably do even better and this is where a boost in marketing your business will help to keep those customers coming back again and again.

It’s more important than ever with new technologies, online marketing and social media impacting the marketplace, to make sure you plan and implement some marketing efforts to continue to grow your business.

How do you know if what you are doing is working? Taking time out to review your marketing can often give you insights that can save you time and money and shed some light on new opportunities you hadn’t considered.

There are some basic questions you need to ask before you can begin to plan some new marketing efforts

  1. Who is your target market?
  2. What unique benefits do you offer your customers – why should they buy from you?
  3. What is your brand, how can you increase your brand awareness?
  4. Are you communicating your brand and core messages to both your customers and prospects?
  5. How have you been doing that?  Is it working?
  6. How can you gain more visibility in your marketplace?
  7. Are you measuring the results and making changes based on these results?

Once you start focusing on your business in this way, you will be able to develop and implement a new marketing plan. Leaving it to chance for too long will almost certainly end up costing you more in the long term.

Christine Davey
@DaveyMarketing

If you’d like some help on planning your marketing communications, Tweet me or call me on 01273 772033 today.

The importance of colour in marketing

ProductImage.aspxThe Pantone Matching System (PMS) was created by American company Pantone Inc. who each year predicts a ‘colour of the year’ from its range of vast colour guides.  These guides contain a series of related swatches, widely adopted by graphic designers and printing houses throughout the industry.

This year, their prediction is Emerald 17-5641, described as “Lively. Radiant. Lush. . .  a colour of elegance and beauty that enhances our sense of well-being, balance and beauty.”

Colour plays a big part in how we are portrayed by sending a specific message to the people who view them, never more so than when designing not only your marketing materials, but also the brand itself.

Whether you’re seeking to stimulate people’s appetites by using the colour red or creating a sense of trust with a shade of blue, there is no doubt that colour has a significant effect on us all subconsciously.

Check out this fascinating infographic, created by WebpageFX, which shows the overall importance of colour to consumers and presents some common colour associations.

Davey Marketing The Pychology of Colour

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your branding and marketing, Tweet me or call me on 01273 772033 today.

Social Media Networks. . . the new kids on the block

Davey Marketing Social Media MarketingWe’re all now pretty familiar with the more established social networks such as Facebook and Twitter and getting to grips with their importance when developing marketing campaigns and connecting with our customers.

But, did you know that there are more than 200 active social networking sites out there?

Early contenders like Classmates.com was launched way back in 1995 followed by Friends Reunited, in 2000 and LinkedIn in 2003. Flikr and Facebook came snapping at their heels in 2004 and Twitter in 2006.

Whilst we’re all becoming slaves to social giants Facebook and Twitter, maybe we need to come up for air and see what else is out there, specifically those being tipped as the ones to watch.

For whatever reason, the following 3 sites are being heralded as the next Social Media networks to keep an eye on.

Whisper
An iPhone app promising anonymity, Whisper is a place where users can post secrets (known as whispers) that appear in the form of an online postcard.

According to US online business forum, Business Insider, more than one million people have uploaded around 8 million whispers. Gaining steam among college students on campuses in America and a recent $3M worth of funding, could this be destined as the next big thing?

Medium
Being heralded by its founders as an extension of Twitter, Medium is quite simply a blogging site promising “A place where you can find and share knowledge, ideas and stories – specifically, ones that need more than 140 characters and are not just for your friends.”

Created by Evan Williams and Biz Stone, the guys who started Twitter and Blogger, you’d assume Medium has a fairly good chance of being the next big Social Media contender.

Sina Weibo
With twice the number of users, Sina Weibo is China’s version of Twitter and has been embraced by large brands such as Pizza Hut and some Western celebs like Tom Cruise, who apparently has more than 4.2 million followers.

According to Mashable, 22 percent of China’s internet population are signed up and there’s now a US version; only decipherable if you understand Mandarin Chinese!

I’m sure it’s going to be a while before any of these networks overtake the likes of Facebook and Twitter, but I’m sure we’ll all be whispering and Weibing to our customers in the not too distant future!

Christine Davey
@DaveyMarketing

If you’d like some help and advice to increase your effectiveness through online marketing, Tweet me or call me on 01273 772033 today.