Direct Response VS Branding

One night stand …or…Dynamic, long lasting and loving relationship?

Which would you choose?

OK one night stand sounds like fun…but it’s a quick fix and does not really match up to the latter. At least I hope not.

Above is a simple analogy to get your attention, something your advertising should be doing…but what it should also do is reveal your company’s identity, character and beliefs. That is where the real attraction for your consumer lies, and consolidates a mutual, loyal and profitable relationship.

So what is the core point of this article? Answer: Advertising for SMEs and the advice and rules you are supposed to adhere to concerning Brand Building or Direct Response Advertising. This advice and doctrine usually comes from people not willing or dynamic enough to analyse and challenge ideals whom could be holding your business back from achieving its true potential. The advice and the ideal as it stands is thus:

-SMEs should not build their brand image or position themselves; as these are long-term processes and do not guarantee results. For their smaller marketing budgets, they should concentrate on fast, easy and direct response advertising that diverts their customers to their business in the short-term.

Sounds great, basically they are saying:

‘Hello Small to Medium sized Enterprises…you cannot be a brand….you have to stick to what you are…which is a small, medium sized company. The Ferrari, platinum, diamond studded, sexy advertising is for the brand building mega-companies like Nike and Coca-Cola’.

I don’t know about you, but I prefer the Platinum option and Ferraris aren’t so bad either. But oh, I forgot, if you are an SME you better stick to soulless, cheap diamante and forgettable advertising.
But what are you to do? Surely you can’t compete with Coca-Cola and Nike just yet, and you can’t wait for years to build your brand, so you may as well just hang your head and cower to perfunctory direct response advertising.

Sorry wrong answer.

A dynamic and forward thinking advertising agency or supposed marketing ‘genius’ should be confident and informed enough to advise your business that you CAN build your brand identity TOGETHER with having a rapid response result from your customers in the short-term.
Firstly, the bonus with this effective option is that you are consistently building your brand, so along the line your future Direct Response work will engender familiarity and loyalty from your consumers as your brand grows and succeeds. Who knows you may be getting that Ferrari, sexy, diamond advertising work sooner than you think.
Secondly it should not be a ridiculously expensive option. A good agency should offer you the service for a competitive rate, a great agency should work with you for a innovative creative solution that fits your budget and successfully executes both functions: Direct Response Results and effective Brand Building.

Sounds great again, but where’s an example? Think EasyJet or Gossard Wonderbra. They had a momentous rapid response to their advertising and at the SAME time crafted a powerful brand identity and effective market position. EasyJet branded to the point where they almost ‘own’ the colour orange and ‘low cost’ associations. And the beauty of these examples, they were both executed on tight budgets.

Now for the bolder and dynamic of you, who are thinking of branding and positioning strategy.

Branding states your intentions, it bares all- but only shows the best bits. It means your business goals of competing in your market become transparent, which clearly shows your core customers and competitors your unfaltering commitment to your company and your beliefs in your product and service. It means you are in it, wholeheartedly, for the long haul. As a consumer I want to see that, I would trust and respect a company that is confident and proud of themselves rather than their cowardly, wimpy competitors. This is where the process of AIDCA (Awareness, Interest, Desire, Conviction and Action) really comes alive and consumers really Act, and do so with conviction and a propensity to become lucrative and loyal customers in the long-term.

So now you are aiming high, but you’re not Virgin or IKEA just yet, but who says you want to be anyway. You may be happy in your own field and comfort zone. However what your company really wants is to be the best in your field and ultimately brandish the leading competitive edge you may feel you are lacking. But wait, now you do have that edge, in the form of a dynamic engine of innovation that will blast you out of your comfort zone and market position: Branding.

So now you are on the brand map, you really are a bit like Virgin, IKEA and EasyJet and many other great brands.

All of them were told ‘not’ to brand and expect short-term rapid response by that same old marketing record.

All chose to disregard him.

All got Rapid Results as well as powerful Brand Building success.

All companies were in fiercely competitive markets and could have stayed in their comfort zone.

All have powerful, unforgettable and effective identities and positions.

All companies are now mega brands.

They did it. They started somewhere. So can you. You can also brand successfully and get short-term direct results. Maybe not on their scale straight away but at least on a scale that is far higher and more profitable than the one you are ‘told’ to stay on.

Mono Ghose MA(Hons) – Mavericks Executive Account Director/Partner
[email protected]

Why Internet Marketing Is Better Than Traditional Marketing

Multi-level marketing has been creating quite a stir in the industry for quite some time. Multi-level marketing business opportunities open horizons for individuals to earn through their individual sales as distributors and from that of their downline. To have stated that MLM businesses thrive because of the sales you and your downline manage to produce, it can be noted that having a lot of contacts can help boost your MLM business. These contacts can basically become your direct consumers or become members of your downline organization, which either way will mean nothing but profit on your side. Since MLM businesses need to be carefully maintained in order for it to flourish. As time drags on, even such an extensive network of personal contacts can wear out. It is therefore of great importance that you find of ways to improve your MLM business, such as lead generation and similar skills.

The dawn of the modern era has become the fount through which developments and innovations spring from. These developments and innovations inevitably lead to the alteration of the world we once knew. Even the marketing industry has been transformed with technology.

Individuals are finding ways to enhance their business. Many turn to conventional methods and rely on offline networking and traditional marketing methods that mainly utilize flyers, banners, and placements in print ads. On the other hand, there are marketers that utilize the internet in order to keep pace with the changing times. Through the internet, marketers such as you will be able to reach out to a wide audience without having to pay a lot.

Good relationships between you and your clientele is an important aspect of the business. Maintaining rapport often leads them to patronize your business, much to your advantage. Many are claiming that the internet eliminates the foundation of relationships since personal interaction is absent and people are only able to communicate through e-mails and the like. However, many may adhere to the thought that relationships can still be built online if one possesses good communication skills. Succeeding in maintaining relationships will more likely lead to repeat transactions.

The internet may indeed eliminate the semblance of intimacy that face to face communications can only provide but this should not hinder you from utilizing it as an effective tool. For you to successfully use the internet, you should take a different approach. If e-mails and phone calls are the only means of communication between you and your clientele, then be sure to make such instances constant in order to replicate the sense of relationship achieved through personal communications. The website also plays an important role since it is what the possible clientele and downline first sees. This is what produces the impression that will either decide if people will be interested or not in your business. In order to further develop good relationships, it is of great importance that the website is closely monitored and that you are able to respond the comments and queries of its visitors. If you fail in doing so, then you fail in establishing relationships that may lead to profit.

The internet is truly an effective tool that enables everyone with an internet connection to reach out to the entire world. A person who is able to make use of the internet as a marketing tool has the advantage of being accessible by worldwide for a fraction of the cost. Moreover, there are quite a number of techniques and strategies that can use for your success in the internet marketing industry.

Simply put, online marketing generally involves marketing through the internet. This can be accomplished through the use of websites, blogs, social media networks, and several platforms. One of the many benefits of internet marketing is that it can reach a great extent of audience and is accessible by nearly everyone, what with the spread of internet connections. What is more, there are several effective and easy methods that can be used in the internet marketing scene.

Online marketing fuses together design, sales, advertisement, and customer service. The website provides a lasting first impression with its design and layout. Most are encouraged to purchase products and services from website that have a “professional look.” The website also often becomes the point of sales, through which customers need only to enter their personal information and payment modes. Such sales are becoming more popular because of its ease of use. Advertisement is also easily achieved since many stumble upon websites, intentionally or not. Ads can also be placed at more popular websites for full efficacy.

Online marketing is relatively inexpensive compared to traditional marketing methods. It cuts off the cost of having to print out promotional materials. What is more, it has the benefit of being able to reach out to a wider audience without having to spend much time and effort.

Further, there are quite a number of internet marketing strategies that you can use to boost your business. Search engine optimization basically involves utilizing popular keywords or search queries to bring the website on top of the results page, since such websites are more frequently visited as to those shown in later pages. Search engine optimization can be used for news, video, image, academic, and similar searches that can more or less generate traffic for the website. Social media marketing is also creating some waves in the internet marketing industry. It basically involves messages from the business that can be shared by users. And because social media networks have become some sort of authority, users are more likely to trust the advertisements and messages posted on it. Among the common internet marketing strategies is e-mail marketing wherein the distributor or business owner directly sends e-mail messages to potential clientele. These messages may contain promotions of the products, invitations to join the downline organization, and even solicitation for donations, and many others. Indeed, internet marketing is something that offers more opportunities to earn.

On the other hand, traditional marketing generally involves the use of traditional marketing methods. Flyers, banners, and the like are often used in traditional marketing. People who rely on traditional marketing value the importance of the personal touch in the business. It is indeed effective in the improvement of the business but often gradually sets in because of the many constraints set upon traditional marketing.

Marketers should, however, take into consideration the time and effort that traditional marketing demands. People have to spend a lot of money on promotional materials and you have to become physically involved in attracting prospects for your business. Unfortunately, less and less people actually give their attention to such things because of their busy schedule. Peopel nowadays rely on the internet as their source of information

In-arguably, traditional marketing is a time-tested marketing method. However, the developments and innovations brought by technology can open brighter opportunities and widen horizons for profit. Internet marketing allows you to reach out to a wide target audience without having to pay a lot. With online marketing, you are spared from the high costs of marketing tools such as banners and flyers while you are able to market your products across regions. Simply put, internet marketing is better than traditional marketing.

Network Marketing Vs Losing Your Shirt On Penny Stocks

Home based businesses come in many varieties such as network marketing (MLM or multi-level marketing), internet marketing, direct mail sales, and even stock investing. Some stock market gurus claim to have found the secret to making money with penny stocks. These are extremely inexpensive stocks with a cost of anywhere from a penny or less to a few dollars. It seems exciting to be able to buy and own 10,000 or 20,000 shares of a stock with the promise of it bringing in 2000 percent returns. It takes just a small cash outlay, and the potential for a profit may be quite large. However, unfounded potential and hope may be found everywhere. Perhaps the penny stock arena is one of the worst for creating broken dreams.

Penny stocks are cheap stocks, but they are not proven. They are start up companies with no track record. They have not shown that they can perform. They may be a train wreck waiting to happen with your money at stake. It is a gamble at best to buy penny stocks.

It is tempting to join the many penny stock newsletters and services which claim that you can make a killing in the stock market if you follow their advice. Although they acknowledge that they are risky, they claim that there is little risk because of their expertise in picking winners. However, many of those stock services have infinitely more losers than winners among their stock picks.

It might be more prudent to find a different home based business which has the potential to bring more reliable returns. Network marketing has been creating wealth for decades. Although it is not an easy business in which to succeed and it has more failures than successes, many people are doing it everyday. The potential exists to find success by steadily working hard at a home based business without the pipe dreams and unfulfilled expectations. Network marketing is generally a slow path, but it can be worthwhile.

Although many people also fail at network marketing, there are many opportunities and companies which offer the chance for success in an industry which requires little training or experience. Anyone can do it with the proper company, training, and determination coupled with hard work and dedication. Success is being achieved regularly by people who take a chance on network marketing and put in the work required. Network marketing continues to create success.

Life is full of broken dreams and broken promises, but it is also full of achievements and success. A home based business can bring hope and sometimes wealth.