My eyes widened as he stood up - his shirt was un-ironed, is blue jeans were inappropriate for the formal meeting, and he (ahem!) wasn't wearing any socks with his shoes. Ah well, perhaps I was being too picky?
We were a small group of trainers and training providers, discussing the contents for a couple of long-term programs to groom future leaders in large establishments. I left that meeting feeling very, very uncomfortable, and the same day I called the project leader to withdraw my services, despite the loss of income :( Why? Well, for 2 reasons really: 1) during the discussion the trainer behaved aggressively while positioning himself as a role-model; 2) the host had earlier referred to him as a junior trainer. And here we were discussing how to groom and coach junior staff to think and behave strategically and competitively? Something was misaligned, shouting Brand Dissonance!!!
Perhaps the trainer wanted to look and sound in ways which he felt would appeal to the junior staff, but, HOW would that move them up towards a higher level of thinking? I had to consider being associated with that - if the client was dissatisfied, it would reflect badly on the whole team of trainers! Brand Association is very important to naming your price. btw, the host confirmed my services for another project immediately although I declined this one.
Branding is largely about perception, and that is what customers pay high or low prices for - the value they perceive they will receive for their $, while repeat business depends on whether they are satisfied with your deliverables. And it does help to get an objective opinion about how you are being perceived, so that your Brand Value is being raised or maintained. What do YOU want to be? A Wal Mart / Kopitiam, Harrods / Starbucks or something in-between? Are you living out your brand?
If you'd like an audit of the Brand Image you are projecting, do call me at 6-03-21697704 or write to evelyn@atheneumgroup.net and I'll be glad to discuss it.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Showing posts with label Brand positioning. Show all posts
Showing posts with label Brand positioning. Show all posts
Saturday, April 14, 2012
Thursday, February 23, 2012
OUCH! No invitation to the glam freebies :(
My client had been planning a really good awareness program for months and was (rightfully) excited about it! The team was in place, outstation venue and transportation had been arranged, and best of all -they had a funder to underwrite their expenses too. WOWEE!
A week before the exciting event I asked what the response had been like; only20% of their expected turnout had replied. Hmmmmm. Low response to a high value freebie? Odd! "May I see your advertisements?" I asked and they obliged. Glossy; classy, multi-coloured, BUT, but, the text left out the benefits! Not even including that it was free!!! Getting resources for a mandatory compliance amidst a nice hotel's ambience and food free of charge from a sponsor was not mentioned????? Oooooooops!
But you know what? It could happen to anyone who is excited about making a good offer and assumes that it is obvious. Do take a second and third look at your brochures, flyers, advertisements, etc. and ensure that the uninformed reader is told clearly about WHY choosing your offer is good for them.
If you'd like an objective opinion (online) about your promotions, I'd be glad to help out. Just call me at 6-03-21697704 or email evelyn@atheneumgroup.net and you'd get feedback within 48 hours on how to attract more customers. Its about Brand Visibility and Brand Positioning too.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
A week before the exciting event I asked what the response had been like; only20% of their expected turnout had replied. Hmmmmm. Low response to a high value freebie? Odd! "May I see your advertisements?" I asked and they obliged. Glossy; classy, multi-coloured, BUT, but, the text left out the benefits! Not even including that it was free!!! Getting resources for a mandatory compliance amidst a nice hotel's ambience and food free of charge from a sponsor was not mentioned????? Oooooooops!
But you know what? It could happen to anyone who is excited about making a good offer and assumes that it is obvious. Do take a second and third look at your brochures, flyers, advertisements, etc. and ensure that the uninformed reader is told clearly about WHY choosing your offer is good for them.
If you'd like an objective opinion (online) about your promotions, I'd be glad to help out. Just call me at 6-03-21697704 or email evelyn@atheneumgroup.net and you'd get feedback within 48 hours on how to attract more customers. Its about Brand Visibility and Brand Positioning too.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Wednesday, May 25, 2011
Excuses, excuses - FEAR of Change
"Excuse me, but I have to leave in 15 minutes because the Vice Chancellor is coming to visit my Faculty and I must be there". He sounded quite distressed, and you know what? His pained face showed it too :(
I was in a roomful of very experienced lecturers, most of them with Doctorates - provedn experts in their subject matter. ALL of them had voluntarily signed up for the day-long activity in new methods of Teaching and Learning. My team mate (also with a Doctorate and who is my long time research partner) and I were demonstrating our work with using mobile phones as part of the process of Learning.
Pandemonium reigned during the first part of our program - it was chaotic! The distinguished lecturers were trying very hard to link mobile phones with Teaching and Learning. But in less than 30 minutes, would you believe they were thrilled by the chaos? But WHY you ask? Well, educators know that 'meaning' comes our of learning something, and chaos is one form of an experience to learn from - well, if we allow it to be, that is. This roomful of Professors was absolutely delighted that their eyes had been opened to how their students want to learn, and were SO excited about crafting new ways to teach hehehe :)
What about that Professor who said he had to leave? He never did, and was happily engaging with using his mobile phone in ways he'd never tried before. SUCCESS! Mission accomplished!
And WHAT does this have to do with building a Brand? It proves that Marketing (education and awareness) comes before sustainable Sales (transactions) and is essential for building strong relationships with your target audience(s).
Are you having difficulty with selling a good product or service? It helps if you identify WHO you are marketing to, and HOW they want to buy. I'd be glad to offer some suggestions - just call me on +603-21697704.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
I was in a roomful of very experienced lecturers, most of them with Doctorates - provedn experts in their subject matter. ALL of them had voluntarily signed up for the day-long activity in new methods of Teaching and Learning. My team mate (also with a Doctorate and who is my long time research partner) and I were demonstrating our work with using mobile phones as part of the process of Learning.
Pandemonium reigned during the first part of our program - it was chaotic! The distinguished lecturers were trying very hard to link mobile phones with Teaching and Learning. But in less than 30 minutes, would you believe they were thrilled by the chaos? But WHY you ask? Well, educators know that 'meaning' comes our of learning something, and chaos is one form of an experience to learn from - well, if we allow it to be, that is. This roomful of Professors was absolutely delighted that their eyes had been opened to how their students want to learn, and were SO excited about crafting new ways to teach hehehe :)
What about that Professor who said he had to leave? He never did, and was happily engaging with using his mobile phone in ways he'd never tried before. SUCCESS! Mission accomplished!
And WHAT does this have to do with building a Brand? It proves that Marketing (education and awareness) comes before sustainable Sales (transactions) and is essential for building strong relationships with your target audience(s).
Are you having difficulty with selling a good product or service? It helps if you identify WHO you are marketing to, and HOW they want to buy. I'd be glad to offer some suggestions - just call me on +603-21697704.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Thursday, September 23, 2010
Access to 6,000 new customers in a JIFFY!! :)
His speech was heavily accented and his face showed disbelief as he asked me "Six thousand Koreans are coming here? What for? When?"
Normally his industry (publishing directories) would not have caught my attention, BUT two days earlier Providence had seated me next to a translator who was anticipating the influx of these Koreans. And, she had said "If you know anyone who wants to meet these Koreans, please refer them to me". Bingo! Bingo! Bingo! What on earth were the chances that just 48 hours later I'd meet a man whose business is to list the Korean community in the Klang Valley?
So, there you are, the directory-compiler received a priceless business connection, just because he stated what he was looking for, and the translator I'd met earlier had been equally specific about what connection she was offering! WOW!! What power in word-of-mouth marketing! Can you imagine all the advertising costs the 2 had saved?????
This was yet another reason for me to believe in being focussed and not in chance. Both business owners had been very specific about what would increase their business, and it had paid off for them. They'd left nothing to chance.
You know, a couple of years ago a fellow participant at a huge convention said "I know many people who might be interested in the services you are providing. Tell me what YOU are looking for, and I'll introduce them to you". Guess what? I could not be specific, waffled vaguely and missed out on fantastic opportunities to increase my business through a personal referral. You bet I kicked myself really, really hard! I was sickened and from then on, began to plan what referrals to ask for specifically, according to the background of whom I'm speaking with. It works WELL :)
Would YOU like some help with an elevator or cocktail party pitch to promote your brand and get more business? Call me at 6-03-21697704 and we'll get cracking on spreading your brand through word-of-mouth marketing that is focused.
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Normally his industry (publishing directories) would not have caught my attention, BUT two days earlier Providence had seated me next to a translator who was anticipating the influx of these Koreans. And, she had said "If you know anyone who wants to meet these Koreans, please refer them to me". Bingo! Bingo! Bingo! What on earth were the chances that just 48 hours later I'd meet a man whose business is to list the Korean community in the Klang Valley?
So, there you are, the directory-compiler received a priceless business connection, just because he stated what he was looking for, and the translator I'd met earlier had been equally specific about what connection she was offering! WOW!! What power in word-of-mouth marketing! Can you imagine all the advertising costs the 2 had saved?????
This was yet another reason for me to believe in being focussed and not in chance. Both business owners had been very specific about what would increase their business, and it had paid off for them. They'd left nothing to chance.
You know, a couple of years ago a fellow participant at a huge convention said "I know many people who might be interested in the services you are providing. Tell me what YOU are looking for, and I'll introduce them to you". Guess what? I could not be specific, waffled vaguely and missed out on fantastic opportunities to increase my business through a personal referral. You bet I kicked myself really, really hard! I was sickened and from then on, began to plan what referrals to ask for specifically, according to the background of whom I'm speaking with. It works WELL :)
Would YOU like some help with an elevator or cocktail party pitch to promote your brand and get more business? Call me at 6-03-21697704 and we'll get cracking on spreading your brand through word-of-mouth marketing that is focused.
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Sunday, September 12, 2010
What do you mean it's not about the $!!!!!!
Mr. International Product Manager was most perplexed, and quite honestly so were the rest of us! He was part of my class on Branding Strategies and had the most unusual issues - his company was cash rich, BUT the expenditure was not allocated towards making profits. You know what? in fact, what stumped all of us was that he has actually been tasked with providing support to small companies that were competing for the same markets he's in! Can you believe that, hmmmmm??? The directions from his principal office were crystal clear - no compromising on his deliverables! He was in a fog, and so was I :(
But aha! As the class progressed and we went deeper into discussing market postitioning, I was able to analyze his responses and translate them into what the principal office was really after. You see, their product/service was research (so the Product Manager said) and that is what he had been promoting all along. BUT what had not been so clear was that the research being done on local herbal products was not an end in itself. And that's why his task was not to focus on bringing in the profits, but on profitability - NOT the same thing. Actually, his role was to use his marketing budget to enhance the Brand Credibility (profitability) of the smaller companies so that they could focus on leveraging on his support to plan their Sales i.e. profit campaigns for distributing the herbal products. His role is to influence their customers as opposed to bringing in customers for them.
Why? Because his job was to represent a global name, whose market position is to help others to be profitable, that's why he was 'selling' his company's research. Well, once we had honed in on the essence of his Brand, we could derive action plans for him to meet his sales targets. You see, Marketing (profitability) is about resulting in sustainable sales (profits) that bring in repeat business; NOT just the quick $ transactions. Mr. Product Manager left the class a very happy man :)
Are you positioning your Brand towards profits (quick sales) or profitability (repeat business)? I'd be glad to offer some suggestions on how you can leverage on your strengths to bring in repeat business, and so gain you more time for doing other things you'd like to. Just call 6-03-21697704 and we'll get started :)
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
But aha! As the class progressed and we went deeper into discussing market postitioning, I was able to analyze his responses and translate them into what the principal office was really after. You see, their product/service was research (so the Product Manager said) and that is what he had been promoting all along. BUT what had not been so clear was that the research being done on local herbal products was not an end in itself. And that's why his task was not to focus on bringing in the profits, but on profitability - NOT the same thing. Actually, his role was to use his marketing budget to enhance the Brand Credibility (profitability) of the smaller companies so that they could focus on leveraging on his support to plan their Sales i.e. profit campaigns for distributing the herbal products. His role is to influence their customers as opposed to bringing in customers for them.
Why? Because his job was to represent a global name, whose market position is to help others to be profitable, that's why he was 'selling' his company's research. Well, once we had honed in on the essence of his Brand, we could derive action plans for him to meet his sales targets. You see, Marketing (profitability) is about resulting in sustainable sales (profits) that bring in repeat business; NOT just the quick $ transactions. Mr. Product Manager left the class a very happy man :)
Are you positioning your Brand towards profits (quick sales) or profitability (repeat business)? I'd be glad to offer some suggestions on how you can leverage on your strengths to bring in repeat business, and so gain you more time for doing other things you'd like to. Just call 6-03-21697704 and we'll get started :)
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
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