What is branding?   Branding is a way of highlighting what makes your offering different to, and more attractive than, your competitors’. A brand goes much deeper than just your company logo. Your brand is a customer’s overall experience of your business. It includes your business values, personality and customer promise. You can influence your business’ reputation through marketing and corporate identity. Branding affects every interaction you have with your… Read More »What is branding?

Your brand and your customers   Knowing what your customers want and how you can deliver it is an integral part of the branding process. You need to know what drives your customers, and what makes them buy. In most cases, it’s not only about price or performance. Researching what customers want Ask existing customers what they like about doing business with you and ask potential customers what they are… Read More »Your brand and your customers

Advertising on the internet can be cost-effective and gives national and international coverage that you may otherwise be unable to afford. It will also allow you to compete with larger businesses in your industry on a level playing field. Your own website Your own website can be used to advertise your business: Ensure you design and position your website carefully for maximum effect. Take time over it, it’s important. It… Read More »Online advertising

When you have chosen an advertising agency, it’s good business practice to negotiate and sign a detailed contract with them. Before you do this you should be clear about what you want from the deal. Many agencies have their own pro-forma agreements that you can adapt to your needs. Length of contract Ask yourself whether you want a contract for a short period, allowing for a one-off campaign, or whether… Read More »Negotiate a contract with an advertising agency

Senior management should be involved in choosing the advertising agency, and managing the relationship. It’s important for the development of your business’ sales and its profile that it goes well. Maintaining regular contact Some businesses find it helpful to arrange induction meetings after appointing an agency. People from the agency can visit your business in order to better understand it, and your people can visit the agency. Some businesses also… Read More »Manage your relationship with the advertising agency

Affiliate marketing is a powerful internet marketing tool that offers partners or affiliates a commission on any customers they bring to your site. This is normally done on a cost-per-click basis, as paying pennies per click can be cheap. Other options include: pay-per-lead – which can result in higher quality leads for contacting the customer yourself and making your own sales pay-per-sale – where affiliates and your website make the… Read More »What is affiliate marketing?

TV, radio and cinema advertising Advertising through broadcast media and cinema can help you reach a wide audience. The nature of this media can allow you to use an emotional appeal. Radio advertising If advertising on local or national radio, you’ll need to research the market, the type of audience, the extent of the coverage and the cost per listener. Ask the local station for details. You should also check… Read More »Advertising: the basics

Introduction Advertising can increase sales and raise brand awareness for your business as part of your marketing strategy. You can organise your own advertising directly with advertising providers, eg print publications, search engines, social media channels and radio stations. However, you may find it helpful to use an advertising agency if you feel you lack the knowledge or time. Advertising agencies can help you devise an advertising strategy. They can… Read More »Work with an advertising agency

Introduction You don’t always need to spend large amounts of money on marketing to gain significant benefits. Whether you are a start-up business on a tight budget or an established business trying to cut your marketing spend, there are a number of cost-effective solutions open to you. Spent wisely, even a modest marketing investment can deliver both short and long-term benefits to a business. This guide explains how to review… Read More »Marketing on a tight budget

Your advertising budget will usually be a proportion of your total marketing budget. From the point you consider using an advertising agency you should have a clear idea how much it is. The type and volume of advertising you want will determine how high your budget should be set. Remember though, to allow for your other marketing needs, such as PR or promotions. Consider whether you want: a one-off advertisement… Read More »Set an advertising budget