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Small business. super size brand

by Danielle Spinks on Dec 04, 2011

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Brand fundamentals for small businesses. Targeting, positioning, logo design.

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Brand fundamentals for small businesses. Targeting, positioning, logo design.

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http://strategiccreative.com.au

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Thank you everyone. I ’m very happy to give this presentation because it’s a subject that I love. And this is an area that a large percentage of people, especially women, say is the most challenging aspect of running their own business. Today we ’re taking a look at the Promotional side of Marketing. Marketing is a great mixture, psychology, logic, creativity and design. There ’s no right or wrong with marketing, there’s only skilful or unskilful. A quick look at Marketing Essentials. A quick look at some Cheap Tactics you can use to promote your business. By cheap we mean inexpensive – but they ’re very honest tactics. It ’s quite a simple overview, because of time, but there is a booklet with a little more expansive than this and you can pick up a copy after the presentation. Best of all marketing is the way you can grab a hold of your business and steer it toward your vision, so that ’s where we’re going to start.
So what is vision? It ’s the thing that initially filled you with inspiration to start your business. It ’s the big goal. It ’s a mental picture of how, IDEALLY, you want your business to look and feel like at some point in the future. Why have one? because, strong vision makes a strong business. That doesn ’t mean that it’s all about size – it can be any size. Having said that global corporations often begin with one person with a strong vision. And as an example: in the 1950s there was a high school mathematics teacher called Kumon Toru who had a son who was failing maths. So he made some special worksheets for him and broke down all the math concepts into very simple and gradual components. Within about two years his son Takeshi had gone from being hopeless to this phenomenal mathematician, studying years above his school year curriculum. And so did his daughter. And Toru thought, hang on, I could unlock this vast potential in literally millions of struggling kids. And he did. And today all over the world there ’ll be 3 million students using the Kumon Method.
So, my question to you is, In three years how will your business look and feel? And my instruction is to be idealistic. There are sheets of paper on the tables – you have about one minute to jot something. Okay if you haven ’t finished you can take more time to think it through later.
That brings us to our Target Market. These are the people who will make it happen. This is the engine of our car that is going to drive us to our Vision. And it ’s interesting because 9 times out of 10 when I ask someone who their target market is, the answer I invariably receive is: Everyone. Anyone can benefit from seeing a psychologist, anyone can benefit from having a massage, anyone can enjoy my photography. And of course they are right. Anyone probably can benefit. Ideally, what we want to do is be really specific. And that raises the question: “Why would I narrow it down and potentially cut off some clients?”
Why? Because half of all money spent on advertising is wasted. If we try to be all things to all people, we end up being nothing much to anyone. Why spend lots of money on marketing that goes everywhere when we can target the right place, with the right message, at the right time and capture a whole truckload of business. Second, if you shine a spotlight right in the middle of your most profitable customers, the light will still filter out to other people. But it ’s going to allow you to have a a good look at what’s happening down there. And understands attitudes as much anything. And the bigger your business gets – those things become very very important.
So who is your target? Who uses our product or service now? Who are the most profitable? What do they have in common? If my business solves some kind of problem, who does it solve the problem for? Last but not least, Who do I want? Who are the most satisfying clients? Jot down, who your target market is.
As human beings in life, at a sub-conscious level, we teach people how to treat us. Positioning is similar. It ’s like NLP - neuro-linguistic programming- but instead of creating neural pathways in our own minds, our business creates pathways in the minds of our target market. So positioning is “What we decide that people should think about us.” We don ’t need a place on TV or in newspaper, we just need a place in the mind of our target market. For example, take cars:
If you are buying a car, what ’s more important to you: Safety? Excitement? A good feeling? Sheer driving pleasure? Each of these companies, through repeating their message over and over again, have created a position in the mind of the consumer. A local example is the credit union BDCU, who I ’m proud to disclose is my employer. who started out as Southern Portland Cement Works as a way of helping people get loans, so our positioning has moved full circle back to that primary vision and that’s that we’re all about people. So our new positioning is just that – it’s all about people. How can you do it? In the mind of your customer, when they think of your business what word do you want them to think? Let ’s jot that down.
Designing your logo is your opportunity to use the power of symbols to communicate your vision and your positioning. The designer ’s job, or your job if you do it yourself, is to take the essence of your Vision and what is unique about you, and distil it into it’s purest and simplest form. People absorb a logo in these steps: First the SHAPE. The shape should be simple. If you ’ve ever taken a yellow pages ad, or put an ad in a school newsletter or in the paper, you often get smearing, so it should reproduce well the size of a 5 cent piece. Then the COLOUR – colour is very important. 60% of people ’s decision to use a new product or service is based on its colour. If you use a multicoloured logo – keep in mind that a offset printer needs to make a separate plate for each colour so it’ll cost more than a one or two colour logo. Then any positioning word or text.
Now, you ’ve got your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market. And it ’s often at this point that people say they have so much more confidence. Now we just need a few cheap tactics – and by cheap I mean inexpensive. Integrity is vital. That ’s another presentation.
It ’s extremely difficult to get new people to try your business. If you open a business – your target market will oftebn have a care factor of zero, a lot of inertia, and a lot of other choices. What can you do? One simple thing you can do is to take any money you would spend on advertising and instead use it to give away your product or service. Say, for example, you ’re a café. You could spend a hundred bucks printing up a voucher offering people a free cup of coffee or a free sandwich or soup. That way, you get word of mouth and some new repeat business. The rationale is that it ’s 5 times easier to get someone who is familiar with your business to come back than to get new business. If you ’re a professional or you operate with other businesses, you could offer a free information pack that would be of interest to your target. Or a free consultation.
This one is especially good for professionals. By creating a newsletter or an emailed newsletter people will remember you. It ’s good because it shows that you’re an authority in your field. The topics of your newsletter don ’t have to be limited to it. They should be of interest to your target market. And for example, I got a good one recently from a legal firm – who said that the sound Ping has now been trademarked by McCain Frozen Foods, so whatever you do, don ’t do the Ping. And I don ’t really need to know that but I think it’s interesting and if I need a marketing law firm I’ll use JM because they have a presence in my mind. So to re-cap: Shows you ’re an expert in your field. Write with your Target Market in mind. Use 6 th grade English. Not because you ’re audience is stupid, but because there’s so much information in the world that everyone appreciates simplicity.
A simple idea that a lot of businesses use. This is done to get repeat business. It could be as simple as the coffee shop that clips your card and gives you every tenth coffee for free. Subway the sandwich shop gives you little stamps and you get a free sandwich when you ’ve filled your card. A lot of book shops, including Angus and Robertson give you a free book when you purchase 8 full priced books. Soul Destiny gives you $25 voucher when you buy $100 worth of books within a 12 month period. If you have a professional business, you may be able to provide something like dinner for two at a nice restaurant or tickets to something that your target market would like if they give you a substantial type of business. One interesting thing in the Australian Pleasure Survey showed that money wasn ’t the best motivator. People generally prefer experience-based rewards. So, to re-cap. Incentive programs can help get new and repeat business. You can offer your own product or another kind of product that will appeal to your target market. When deciding on the incentive, keep in mind that people value time and experiences more than money.
That ’s 3 ideas. By all means, test out and customise top your own business. If it doesn’t work, change it or drop it. Stick with what does work. If u have any marketing ideas, I ’d love to get them. There’s probably a lot of great ideas that you already have that work for you. If anyone has any other great ideas about ways they’ve found to be effective that you don’t mind sharing, I’d love you to email them to me at

Small business. super size brand — Presentation Transcript

Small Business. Super Size Brand.
Vision Strong visions make strong brands
1. In three years, how will your business look and feel? Be idealistic. Vision
Your Target Market Everyone. Anyone can benefit from my…
Why have a Target Market? Marketing is more cost effective. You ’ ll still attract people outside your target market.
Identifying Your Target
- Who uses my product or service?
- Who are the most profitable? What do they have in common?
- If my business solves some kind of problem, who does it solve the problem for?
- Who do I want?
“ What we decide that people should think about us. ” Positioning
Safety P eople to know I ’ m successful Pleasure S omething convenient for the city but also funky Volvo Mercedes Mazda BMW I just want…
Logo Design
Cheap Tactics
Give It Away Give away your product or service. Calculate based on the lifetime value of having the customer.
Newsletters Shows you ’ re an authority in your field. Be short. Write with your Target Market in mind. Use 6 th grade English.
Incentive Programs Help get new and repeat business. Can offer your own product or another kind of product. People value time and experiences more than money.
Small Business. Super Size Brand. hello@strategiccreative.com.au

Small business. super size brand

by Danielle Spinks on Dec 04, 2011

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Small business. super size brand — Presentation Transcript