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Issue 1 2008 - Marketing and Branding: A Winning Combination |
According to Robert Bartels in his  Book The History of Marketing Thought, marketing is “essentially a means of meeting and satisfying certain needs of people. It is a highly developed and refined system of thought and practice characteristic of a period in the development of a market economy.” Marketing is a comprehensive term that includes market research, Advertising, salesmanship, wholesale and retail selling, extension of credit and other activities designed to help people buy.
Marketing provides a framework for selling activities and for the materials needed to support sales – a theme that s consistently applied both visually and in content for all sales collateral and advertising. From this consistency it is possible to establish a brand – a combination of attributes that customers and prospects come to associate with a products or a business.
We are all familiar with branding as applied to large national and international businesses and organizations and their products. But what about smaller, local businesses and organizations? Does the concept of branding work for them? We believe it does, and that we, as your printer, can help you achieve brand identity on an appropriate scale.
What is A Brand?
Originally, a brand was any kind of mark used for identification. Livestock were branded with the mark of their owner’s ranch. Criminals were branded to warn the public. Over the years, the term brand evolved to what the American Marketing Association calls “a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or groups of sellers and to diff erentiate them from those of other sellers.”
Branding is continuing to evolve and now encompasses not only a name, but also the ways that a company is distinguished from its competitors: the positioning statement or unique selling proposition; the values of the organization, including how it treats its customers; tangible benefits; and emotional associations.
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PrinTips and Tricks - Marketing Concepts |
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A key concept in marketing is the offering, a combination of features, benefits and incentives that entice people to buy. The offering is controlled by four variables, known as the Four Ps: product, price, place (also known as distribution), and promotion. It is essential that the four Ps be coordinated so the marketing message is consistent and designed to appeal to the target market.
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PrinTips Idea - New Ways to Market |
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Looking for some low cost ways to market your business, become memorable to your customers and irresistible to your prospects? We have some suggestions that have been proven to work.
Identify your best customers - the 20% who give you 80% of your sales - and connect with them personally. Visit, send a thank you letter, enclose a premium with each order - whatever it takes so you know them and they know you.
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PrinTips Q and A - How can I write a memorable slogan or tag line? |
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All good slogans or tag lines have several things in common that makes them stick in our minds. Keeping these in mind while you develop a slogan will increase the chances that you’ll write a winner.
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Have a different question? Search our forum to quickly find a solution. Can't locate it there? Ask North Metro Impact Printing, Denver's premier print consultants. Just "Post a New Topic" by clicking on the "New Thread" button, and we will answer you shortly. Need an answer immediately? Just give us a call at 303 450-0725 to speak to one of our helpful print consultants.
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Issue 1 2008