Browsing Archive: November, 2011

Brand Strategy

Posted by JOHN BRIGHT on Friday, November 4, 2011,
A brand covers the entire experience your prospects and customers have with your company. It’s what you stand for, a promise you make, and the personality you convey.

Brand Strategy Value

Many small to midsize businesses don’t put much focus on brand strategy, instead choosing to focus on sales and distribution.  That’s a mistake, because a good brand strategy can help companies:

  • Stand out from their competition
  • Bring their competitive position and value proposition to life
  • Po...

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Business Development

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Business development refers to high-level partnerships that generate revenue, create better products and increase efficiency. These partnerships can help you:

  • Access new markets
  • Increase sales to existing markets
  • Improve access to technology
  • Boost productivity
  • Gain capital (human and financial)

Since these partnerships involve multiple departments in each company, there are usually a number of people involved in the deal. It’s often an executive or high-level “biz dev” person...


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Competitive Positioning

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Competitive positioning is the foundation for your entire business. It defines how you’ll distinguish your offerings and create value for the marketplace.

Competitive positioning strategy is often the first exercise entrepreneurs undertake before deciding to create a new business. It defines the market need the company will fulfill, and it outlines how the company will protect and grow its position. It’s the base for a company’s entire go-to-market strategy, and it helps define b...


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Copy-writing & Graphic Design

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Good copywriting and graphic design create powerful communications with your market. They help a creative vision and message resonate with your audience. Good copywriting and graphic design will:

  • Reinforce your value proposition
  • Evoke your brand
  • Convey your messages in a meaningful and memorable way
  • Improve response and ROI for your campaigns

Good copywriting and graphic design are essential for all of your marketing tools, such as your website, sales literature and tools, and messaging. ...


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Corporate Identity

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Corporate identity is an extension of your brand and includes everything that bears your logo or contact information:

  • Business cards
  • Envelopes
  • Letterhead
  • Mailing labels
  • Email templates & signatures
  • Fax covers
  • Proposal/quote templates
  • Invoices/statements
  • Memos
  • Signage
  • Promotional items

Corporate identity should be consistent across all materials that touch your market, and should visually support your brand promise and brand personality traits.

Corporate Identity Value

Many companies spend...


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Customer Lifetime Value (CLV)

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Customer Lifetime Value (CLV) is the amount of profit a customer delivers to your company for as long as the customer is buying from you. It’s typically calculated as the net present value (the value in today’s dollars) of the profit you’ll earn from a customer’s total purchases over time. When you know your CLV, you have an extremely powerful tool that helps with:

  • Acquisition:  Gain a better understanding of what to spend to acquire a customer.
  • Targeting:  Understand which cust...

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Customer Relationship Management

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Customer Relationship Management (CRM) refers to two things:

  • A company’s strategy for managing leads and customer data
  • Software that manages that data

In its simplest form, CRM is a database where sales and marketing teams store critical account data, including:

  • Contact and account information (contact names, email addresses, phone numbers, SIC codes, addresses, etc.)
  • Lead sources
  • Sales rep names and activity history (calls, email messages, inquiries, etc.)
  • Purchase history...

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Customer Retention

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Customer retention is about keeping the customers you’ve already acquired. If you’re in an industry where customers make multiple purchases over the years, you should be very focused on retaining those customers by:

  • Delivering service that’s consistent with your value proposition and brand
  • Cross-selling, up-selling and obtaining referrals from existing customers
  • Developing programs to increase customer loyalty and decrease turnover
  • Understanding the lifetime value for...

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Direct Mail

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Direct mail campaigns can generate leads, promote special offers, support other campaigns, communicate with customers and raise your visibility in your market. Campaigns can be very simple or wildly creative, depending on your goals. For example, you could use:

  • A handwritten note
  • A simple but effective sales letter
  • A postcard with a four-color image on one side and a printed message on the other
  • A digitally-printed brochure with the prospect’s name appearing in the headline and body cop...

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Distribution Channels

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Distribution channels are one of the classic “4 Ps” of marketing (product, promotion, price, placement—a.k.a. distribution).  Distribution helps you expand your reach to gain market share and increase company value.

Distribution decisions should complement a company’s brand strategy and tie directly into pricing strategy.  The sales process, or the steps buyers take before making their final purchase decision, are built into each distribution channel, and are fed by promotions or ...


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Email Marketing

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Email marketing helps you cost-effectively communicate with your market in an immediate and relevant manner. With email, you can:

  • Nurture leads
  • Build brand awareness
  • Obtain prospects
  • Build customer loyalty
  • Generate sales

Email marketing integrates well with other marketing and sales activities. In B2B marketing, email can play a vital role during the sales process, and often works well combined with search marketing, online advertising, telemarketing, customer retention and selling acti...


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Marketing Campaigns

Posted by JOHN BRIGHT on Friday, November 4, 2011,

A marketing campaign is a series of touches with the market to communicate a key message. Campaigns can include media such as direct mail, telemarketing, email, trade shows, online media, traditional media and publicity. They can generate and nurture leads and they are the catalyst that generates sales activity and customers.

In B2B companies, marketing campaigns are the focal point of all revenue-generating activities. Good campaigns bring your brand strategy to life.  They are delive...


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Marketing Plan & Budget

Posted by JOHN BRIGHT on Friday, November 4, 2011,

The marketing plan is the detailed roadmap that outlines all of your marketing strategies, tactics, activities, costs and projected results over a period of time.

A marketing plan organizes your company’s entire marketing strategy, outlines campaign media and execution, defines the required tools and processes and projects return on investment.

Marketing Plan Value

Most business people agree that good planning is essential for success. A plan is a compass; without one, you may be tra...


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Messaging

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Marketing messages are written and verbal statements that quickly describe what you do and how you’re different. They’re used throughout your interactions with the market and include the following:

  • The “elevator pitch” – the 30-second response to the question, “What do you do?”
  • Sales & marketing materials – sales literature, websites, presentations and campaigns all use messages of various lengths
  • The introductory statement in a phone call
  • Press releases – the blurb at th...

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Naming a Product or Company

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Your company or product name is an extension of your brand. It can reinforce the value you provide, or it can distance you from it.

Your name represents your competitive positioning in the marketplace. It creates a lasting impression and differentiates your company or product from the rest of the market.

Naming Value

When developing a name for a business, product or service, you have a number of options:

  • Use the founder or inventor’s name (Hewlett-Packard)
  • Describe what service you pro...

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Online Advertising

Posted by JOHN BRIGHT on Friday, November 4, 2011,

 Online advertising refers to three general types of campaigns:

  • Banner ad campaigns appearing on various websites
  • Ads or sponsored content in targeted email messages and newsletters
  • Affiliate programs enabling other companies to display your ads on their websites in return for commission based on click rates or sales

Online advertising provides a venue for reaching a very broad or targeted audience in order to generate leads, communicate a message and increase visibility.

B2B companies h...


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Pricing Strategy

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Pricing is one of the classic “4 Ps” of marketing (product, promotion, price, placement a.k.a. distribution).  The right pricing strategy communicates value to the marketplace, reinforces a company’s competitive positioning and brand strategy, and helps to maximize profits and increase company value.

Pricing strategy is a complex subject with many short- and long-term factors to consider. Pricing decisions should be made to support your competitive positioning strategy, your brand...


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Publicity

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Publicity in the media (both traditional and online formats) can be extremely valuable in building credibility and creating an awareness of your company.

For example, a legitimate news story is an endorsement that can reach a wide audience for very little cost beyond your own creativity and time. There are many forms of publicity including:

  • News stories/interviews on industry sites and in trade journals, newspapers, magazines, and other publications
  • Quotes by experts included in stories w...

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Recruiting

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Recruiting is essential for building a strong sales and marketing engine. And like marketing, recruiting is both an art and a science:

  • Art: getting to know a candidate to determine whether they are the best fit for the job
  • Science: defining detailed job requirements so you can conduct a wide search, identify the right candidates, and measure the results

You may need to recruit in order to meet a variety of goals: growing your sales team, hiring a business development executive, designing ...


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Return on Investment (ROI)

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Return on investment (ROI) is a measure of the profit earned from each investment. Like the return you earn on your portfolio or bank account, ROI is calculated as a percentage. In simple terms, the calculation is:

(Profit – Investment)
Investment

Marketing campaigns are investments. And as with any smart investment, you should measure, monitor and compare them to other investments to ensure you are spending your money wisely.

Return on Investment Value

ROI calculations for marketi...


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Sales Literature and Tools

Posted by JOHN BRIGHT on Friday, November 4, 2011,

Sales literature and tools help you communicate and strengthen your message throughout the strategic marketing process. Known as marketing communications or collateral, they may include:

  • Company brochures
  • Product data sheets
  • Case studies
  • White papers
  • PowerPoint presentations
  • Websites
  • Newsletters
  • Reference lists
  • Proposal templates
  • ROI Calculators

Sales literature and tools are necessary to conduct marketing campaigns and execute the sales process. Effective literature and tools reflect a c...


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About Me


John Iduh Certified Consumer Insights / Business Development Professional. John has contributed to the success of Hero Beer, Grand Malt, Trophy Lager, Beta Malt, TINK Africa, Surge Mobile, Johntrecs Foot-wears and Globus Chicken. He translates insights into Business implications, supporting brands develop Strategies,Iinnovation and Messaging. John has wider Knowledge of Nigerian-Geographies. He works with SMEs to help their brands win through Insights! John's skills lie in Insight Generation & Translation » Innovation Conceptualizing & Evaluation » Customer Segmentation & Niche Definition » Category Definition and Value Proposition » Business or Program strategy Development » Appropriate Marketing Message Development » Creating New Markets and Customers » Managing Declining Markets & Relevance. Tel:07031399556, 08022768694. E-mail: iduhjohn18@gmail.com