Greetings!
We went to Mexico over the holidays and stayed at a resort that sells what they call "memberships". It's like the new way of time-sharing. Instead of buying one specific week in one specific place, you buy a set number of weeks at a group of hotels. Because we were staying at this all inclusive hotel thanks to friends who recently purchased hundreds of weeks at the resort, and gave us a week at their discounted rate, we agreed to go to the sales meeting to learn more about this concept.
Now I know what you are thinking. Why would a reasonable person agree to go to a meeting when you know that the people who you meet with are the most aggressive, pushy, thick skinned, don't take no for an answer type of people.
Because they offered me a free beach bag.
No actually, I went because I was sure that my New York attitude combined with my stubborn refusal to be convinced that anything that sounds too good to be true must be would prevail.
I was wrong. We bought.
I have been asking myself (and my husband who was there for the free t-shirt) what could have convinced us to purchase. This is a recession. This is not the time to buy. We know better.
Well I gotta tell you, they were so convincing, so accommodating, had answers for everything, and were just plain amazing sales people.
So what is my point? Even in a tough economy, even when people say they are not in the market for your services, when they say no and have every reason why they will not buy from you, if you have the right combination of trained sales staff, professional materials and of course a good deal, you can still sell during these times. Too many companies cut out part of this winning combination when developing their marketing strategies.
Take it from me, if done right, it will work!
Now go out there and sell!!!
Jill
P.S. If you want to know where we bought, email me and I'll fill you in.
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How spec work can damage
your brand
.
Successful design and branding work results from a collaborative process between a client and the agency, developing a clear sense of the client's objectives, competitive situation and needs. Speculative design competitions or processes result in a superficial assessment of the problem and the preconceived notions, biases and personal experience of the team creating the work. This can only result in a design that is judged on a superficial basis. Design creates value for clients as a result of the strategic approach designers take in addressing the problems or needs of the client and only at the end of that process is a "design" created.
A strategy without your input.
Spec work doesn't provide enough time or resources to enable the agency to do the appropriate amount of consumer-insight work. Without proper understanding of the target audience and the marketplace, how can the agency possibly develop an appropriate strategy? You'll get a strategy developed without your input. The best client-agency relationships are collaborative partnerships, where strategies are developed together.
Advertisers have long complained that their agencies don't take the time to get to know their business or their customers. Yet many of these same advertisers choose an agency based on a spec campaign developed with shallow consumer insights, if any at all.
The spec creative process creates an incentive to please you first and consumers second.
Remember, the goal is to win your account, which means agencies likely present campaigns that they think you'll really like, rather then ones that will really work.
Speculative or open competitions for work based on a perfunctory problem statement will not result in the best design solution for the client and in fact, can hurt your brand.
So what is the better way?
Gather 3-4 firms by asking associates whose marketing you respect. Do some research on them. Check out their websites and then invite the principals in for interviews. Ask them to submit work that they have done for other firms. Ask them how they would approach your project. Call their references.
Developing a relationship with an agency will benefit you in the long run and will ultimately produce a successful marketing and branding approach that will help grow your business.
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How does your market
see you today?
Questions to ask before you create a new brand
or identity.
Example: They think we're a well-established company with good products. They think we're a small family owned and run business.
Why ask: It is important to know what the current perception is to make sure the new identity doesn't depart too much from it, so that the brands keeps the trust of existing customers.
Have you taken surveys of your customers or employees?
Example: What is your perception of this organization? What is working well? What can be improved?
Why ask: Your perception may not always match your intended audiences and this is important to know for branding (positioning) purposes.
What aspect of your image needs improvement?
Example: People think we are old fashioned. We are seen as too technical.
Why ask: A bad or negative perception keeps the business from growing. This is what we have to deal with in creating the new identity.
How do you want your image to be seen in 2 years?
Example: We want to be seen as a company with traditional values but one that uses the latest technology and materials. We want to be perceived as a professional organization you can trust.
Why ask: This is what needs to be portrayed in your new identity.
Who are your competitors?
Example: CAT, Timberland and other smaller companies. There is one Jujitsu training center nearby.
Why ask: Your organization's identity has to be easily identifiable and it has to be unique. It's essential to research the competition.
How do you compare to your competitors?
Example: CAT and Timberland have strong brands. We are less well known. CAT is masculine; we are not, but want to be. Timberland has a very natural feel to it. We want to have that too. We have a longer history and we are more serious about our product than these two brands. The Jujitsu training center has been operating for almost 10 years, they have a well-established name and they are seen as professionals, we want that too. We are much more self defense oriented, unlike our competitor who is more involved in competitions and shows.
Why ask: We have to identify your brand's strengths
and weaknesses and build on them.
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Complimentary Coffee
with Jill
-she's buying!There are many helpful downloads on our website
for you for free!
They include: Marketing Tools
Branding Powerpoint Presentation
Branding Questionnaire
Website Questionnaire
Logo Design Questionnaire
Focus Group Planning
10 Networking Tips
The Art of Networking
FREE PDF DOWNLOADS
Call 301 229-1135 X 301 or email jill@jtdesign.com TODAY!
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Glass Work for sale
Please visit www.creativeglassdesign.com to view Jill's creative glass designs. They make great gifts! Or
call 301-229-1135 ext. 301 for a private appointment to see her work.
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301-229-1135 x 301
Click below for our website:
Jill Tanenbaum Graphic Design & Advertising
Our services include branding, graphic design, marketing, public relations, multi media and website design, advertising, direct mail, signage and trade show booth design, publication and collateral design.
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