Branding is an important issue - your brand positions you in the business. It is the face of the business, and what makes you unique. Make sure everything you do supports the brand.
Keep all aspects of your marketing focused on one image. Don't use a high-tech image in one media exposure and a warm-fuzzy image in the next. Define yourself. Customers will connect faster and feel confident in you.
If you deal in different languages, don't do simple translations of slogans - they may mean something totally different in another language.
Examples:
1. Coors put its slogan, Turn it loose, into Spanish, where it was read as Suffer from diarrhea.
2. Clairol introduced the Mist Stick, a curling iron, into German only to find out that mist is slang for manure. Not too many people had use for the manure stick.
3. Colgate introduced a toothpaste in France called Cue, the name of a porno magazine.
4. Pepsi's Come alive with the Pepsi Generation translated into Pepsi brings your ancestors back from the grave, in Chinese.
5. When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, it won't leak in your pocket and embarrass you. Instead, the company thought that the word embarazar (to impregnate) meant to embarrass, so the ad read: It won't leak in your pocket and make you pregnant.
Target Market: Read trade publications to track trends. Read market research studies about your business and market. The better your knowledge of the market, the easier it will be to satisfy their needs. Collect competitors' ads and literature - knowing what they are doing can give you clues on how to differentiate your business offering. You will also gain valuable information on their strategies, tactics, features and benefits. Ask clients why they hired you and what other services they need. Ask ex-clients why they left you. Always test new products and services by talking to your customers about them. Don't try to satisfy too many needs - understand the core business offering you are best positioned to deliver and focus on that. Once you start growing you can expand your target market.
For more information feel free to visit Marketing Company Toronto or Toronto Marketing Companies
Keep all aspects of your marketing focused on one image. Don't use a high-tech image in one media exposure and a warm-fuzzy image in the next. Define yourself. Customers will connect faster and feel confident in you.
If you deal in different languages, don't do simple translations of slogans - they may mean something totally different in another language.
Examples:
1. Coors put its slogan, Turn it loose, into Spanish, where it was read as Suffer from diarrhea.
2. Clairol introduced the Mist Stick, a curling iron, into German only to find out that mist is slang for manure. Not too many people had use for the manure stick.
3. Colgate introduced a toothpaste in France called Cue, the name of a porno magazine.
4. Pepsi's Come alive with the Pepsi Generation translated into Pepsi brings your ancestors back from the grave, in Chinese.
5. When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, it won't leak in your pocket and embarrass you. Instead, the company thought that the word embarazar (to impregnate) meant to embarrass, so the ad read: It won't leak in your pocket and make you pregnant.
Target Market: Read trade publications to track trends. Read market research studies about your business and market. The better your knowledge of the market, the easier it will be to satisfy their needs. Collect competitors' ads and literature - knowing what they are doing can give you clues on how to differentiate your business offering. You will also gain valuable information on their strategies, tactics, features and benefits. Ask clients why they hired you and what other services they need. Ask ex-clients why they left you. Always test new products and services by talking to your customers about them. Don't try to satisfy too many needs - understand the core business offering you are best positioned to deliver and focus on that. Once you start growing you can expand your target market.
For more information feel free to visit Marketing Company Toronto or Toronto Marketing Companies
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