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]

How Important Is Road Worthiness When It Comes To Heavy Vehicles?

What is road worthiness and why is it so important for heavy vehicles?

Road worthiness means that the vehicle has been inspected and meets safety standards for driving on the roads in your country. It’s important because if the vehicle doesn’t meet these standards, then they may not be able to operate properly, which could lead to accidents and damage to other property. Road worthiness is vital because without it, productivity will drop, as well as potentially damage private properties and endanger lives, including those operating them (i.e., the driver).

Before obtaining their heavy combination training, drivers should be given proper truck license training in Melbourne and should understand the road worthiness requirements that are in place. In addition, they should be aware of how to operate their vehicles properly and safely. Drivers also need to know if there are any specific rules or regulations regarding roadworthiness inspections before purchase or after repair work has been completed etc. They must meet these regulations and requirements in order to be safe on the roads.

Why are heavy vehicles more likely to need a roadworthy certificate than other types of vehicles?

Heavy vehicles are more likely to need a roadworthy certificate than other types of vehicles because they are larger and heavier. This means that they can do more damage if they are not roadworthy.

In addition, heavy vehicles can take longer to stop, which increases the risk of accidents. Roadworthiness certificates ensure that these vehicles are safe to drive on the roads and minimise the chances of accidents happening.

Roadworthiness certification is required by law in many jurisdictions. This means that heavy vehicle operators must ensure that their vehicles are roadworthy before they can be used on the roads.

If you are operating a heavy vehicle, it is important to make sure that your vehicle is roadworthy. If your vehicle is not, you may face fines or even imprisonment.

How do you know when your vehicle needs a new certificate?

It is also important to remember that roadworthiness certificates do not last forever. They need to be renewed on a regular basis to ensure that the vehicle remains safe to drive on the roads. Make sure you contact your local authorised testing station to find out when your certificate expires and how it can be renewed.

Heavy vehicles are a vital part of our transport infrastructure. It is therefore important that they are roadworthy at all times. By ensuring your vehicle is roadworthy, you can help to keep yourself and other road users safe.

Where to get road worthiness certifications in Australia?

There are many places in Australia where you can get road-worthiness certificates for your heavy vehicle. These are:

Authorised testing stations
Heavy vehicle inspection stations
Police stations

What are some of the consequences if your truck isn’t up to scratch with regards to roadworthiness standards?

The consequences of not having a roadworthy heavy vehicle can be significant. You may receive a fine, your vehicle may be impounded, or you could even lose your licence. It is therefore important to make sure your heavy vehicle is always up to scratch when it comes to roadworthiness standards.

Road worthiness is important when it comes to all vehicles on the road, but especially so for heavier vehicles. Heavy vehicles that aren’t up to scratch with regards to roadworthiness standards can cause significant problems-from fines and impounding to licence loss.

What should you do if you’re unsure about whether or not your vehicle meets these standards?

If you are unsure about the worthiness of your vehicle and whether it meets the right standards, it is best to get it inspected by a professional. They will be able to tell you exactly what needs to be done in order for your vehicle to be roadworthy.

With the right training, a professional heavy vehicle driver will be able to operate their truck safely and legally on the roads. Get your roadworthy certificate today to ensure that you are always driving within the law. Hence, it is best to have a roadworthy certificate to avoid any penalties. You can get a roadworthiness certificate from an authorised testing station, heavy vehicle inspection station, or the police. So, make sure your truck is safe and legal on the roads by getting a roadworthy certificate today.

Direct Sellers: Make the Most of LinkedIn Updates and Upgrades

Though there are many popular social networking sites out there, LinkedIn continues to be the leading social media platform for making social and business connections. It’s a great way for professionals and business owners to connect, engage, and interact with each other, and information shared within the site is usually very valuable and informative, unlike other social networking sites such as Facebook and Twitter, where posts tend to be more on the personal side.

Just recently, both Facebook and Google+ have rolled out some new features, and it seems LinkedIn isn’t planning on being left behind, updating and upgrading as well. It recently acquired IndexTank, which provides real-time hosted search technology, and plans to improve the internal search within LinkedIn in the months to come.

This is definitely cause for excitement among LinkedIn users. An excellent search feature can really help direct sellers and small entrepreneurs in their branding campaign, as they will be able to search for and react to information about their brand as well as those related to it. This could also help them in gaining valuable feedback on how other people see them, and find new connections and network with fellow entrepreneurs who can potentially become partners and colleagues.

Another new feature that LinkedIn has released is the ability of companies to post status updates on LinkedIn, which is somewhat similar to how Facebook company pages can post updates that will appear in people’s newsfeeds. This is an excellent addition to LinkedIn that people are excited about. Users can now get company updates right in their newsfeeds, so that they’re always updated with the current news and ongoing events of the companies they’re following.

What does this mean for direct sellers? Well, it’s definitely a great way for them to make sure that they’re always kept up to date with any happenings in their company. Since you’re also given the ability to like and comment on the update, this also helps with your branding campaign as it can foster recognition of your name as you participate in discussions and comment on posts.
You can engage with both your company and its entire network through these company updates. Don’t be a wallflower – be part of the conversation so you can gain new prospects and generate new leads. Maximize this new feature by building better relationships with your company and network.

LinkedIn has also recently acquired a whole slew of other services, and many are still speculating on how these will improve the social networking site for professionals and business owners. Their recent acquisitions include:

• Connected, a personal relationship contact manager. No plans yet on how this will be integrated with LinkedIn, but it will be interesting to see what the site comes up with in the coming months.

• Cardmunch, an iPhone app that can digitize business cards. Again, it’s still up for speculation how LinkedIn plans to use this on their site.

• ChoiceVendor, a provider of reviews and ratings of B2B service providers.

• mSpoke, a technology that recommends content, and which is actually already a LinkedIn Today feature on people’s homepages. The technology suggests new articles that may be of interest to the users.

Social networking sites are really pushing the limits on what they offer to the people, so users should definitely use these new additions and features to their advantage. For direct sellers, LinkedIn continues to be a great way to connect with other professionals and network with your peers, so it’s really important that you understand these new updates so you can utilize them in your branding campaign.

As a direct seller, you don’t just represent yourself – you’re also representing your company. So it’s important to make sure that your values are on par with the company you’re representing. Also, you should make sure that you’re always updated with the current news and events of your company so that you aren’t left behind. With this new feature of LinkedIn’s, you can easily subscribe to your company’s status updates so you don’t miss out on any important information it wants to deliver.

So to direct sellers: make sure you aren’t left behind by the additions and upgrades that the social networking sites you’re part of are releasing. Learn and understand them so you can utilize them in your branding campaign.

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