Brand image is the way your brand is perceived by consumers and the general public. Each time a consumer interacts with your brand; their perception is altered, even if this alteration only occurs in the subconscious. The benefits of keeping your company branding fresh are numerous. Some of these benefits are highlighted below: It makes your talent shine and have a wider vision. One of those talents is writing. Writing… Read More »importance-of-keeping-your-company-branding-fresh

There is a proven set of criteria used to test creative effectiveness of shopper communication called the 4C’s: Command, Connect, Convey, and Close. The better the ad performs against these metrics the better the ad does in driving conversion. The first step is to Command Attention. Shopper communication that drives sales must first engage the shopper – invite her in. The idea is to let the shopper know you’re there.… Read More »The power of your brand message is the key to driving sales

It’s not just fashion brands that can stand to benefit from a pop-up shop, though. Despite challenging market conditions that have forced many a layoff and plummeting sales numbers, some companies in the CPG category have used their creativity to reap the rewards. How have they done it? They’ve kept in mind these three goals: Generating Excitement: If you want a pop-up shop to create buzz for your brand, you… Read More »How CPG Brands Can Benefit from the Pop-Up Shop

How about ROI? Maybe we need to throw out ROI – for a moment at least and rethink the rationale for exhibiting. What if the rationale is to make your exhibit a gathering space for your company fans – kind of a  branded town square. Provide education and other value-added services that build your relationship with your customers. Sometimes warm and fuzzy beats ROI – in the long term anyway.… Read More »Learning from Retail – Is it a Store or an Ad or an Exhibit?

As marketers, we would love to believe that everyone is as passionate about our brand as we are. After all, we live and breathe it every single day. It’s easy to get tunnel vision. That’s why a study like Meaningful Brands is important. This immense report by Havas Group studies 1500 global brands, 300,000 people in 33 countries across 15 different industry sectors. It offers some great perspective, into how… Read More »Is Your Brand Meaningful

1. Making the promotion too complex Keep your promotion easy for consumers (and you, too!) to understand. Consumers will be more inclined to engage with your brand if participation is simple. Keeping the entry process straightforward also helps in efficient capturing, handling, and processing of consumer data. Keep official rules and communications clear and concise for easy understanding by consumers. 2. Thinking on a single communication level Sales promotions can… Read More »6 Promotions Pitfalls to Avoid

To Respond or Not to Respond – That is the Question: In today’s landscape, consumers expect brands to demonstrate accessibility with responsiveness on every social platform. Above all, consumers want to engage and feel like they are conversing with an actual human being. But, it isn’t just that responsive brands get rewarded for their social media acumen. Those that choose to ignore consumers on social media face a real possibility… Read More »Finding Your Brand’s Social Media Voice

Show Them a Good Time Yes, the holidays are filled with all sorts of warm and fuzzy feelings, but it’s also an extremely stressful time. For many, the time and financial investment associated with the season make life a bit more difficult. Therein lies the opportunity for brands to bring a little cheer. Take Baileys, for example. The Diageo-owned Irish liqueur is hosting “The Baileys Treat Stop” in the West… Read More »3 Ways Marketers Can Take Advantage of the Holidays

Can you bring in one of your key partners or service organization to establish a booth space within your space? Can your co-presence bring in more qualified attendees than you would normally expect? Does a company offer a complimentary product or service that is important to how your product is used? By bringing this company into your space can it enhance how you demonstrate your products at trade shows? Do… Read More »Learning from Retail – Shop-in-Shop