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Archive for June, 2012

Author: drypen

For the brand concept encompasses all of the brand’s distinctive signs ( name, logo, symbol, colors, endorsing characteristics and even its slogan), it is the brand name that is talked about, asked for or prescribed. It is therefore natural that we should devote particular attention to this fact of the brand creation process: choosing a name for the brand.

What is the best name to choose to build a strong brand? Is there anywhere a particular type of name that can thus guarantee brand success? Looking at some so-called strong brands will help us answer these usual questions: Coca-Cola, IBM, Marlboro, Perrier, Dim, Kodak, and Schweppes … what do these brand names have in common? Coca-Cola referred to the product’s ingredients when it was first created; the original meaning of IBM (International Business Machines) has disappeared; Schweppes is hard to pronounce; Marlboro is a place; Kodak, onomatopoeia. The conclusion of this quick overview is reassuring: to make a strong brand, any name can be used (or almost any), provided that there is a consistent effort over time to give meaning to this name, i.e. to give the brand a meaning of its own.

Does this mean that there is no need to give much thought to the brand name, apart from the mere problem of ensuring that the brand can be registered? Not at all, because following some basic selection rules and trying to choose the right name will save you time, perhaps several years, when it comes to making the baby brand a big brand. The question of time is crucial: the brand has to conquer a territory of its own. From the very start, therefore, it must anticipate all of its potential changes.

The brand name must be chosen with a view to the brand’s future and destiny, not in relation to the specific market and product situation at the time of its birth. As companies generally function the other way around, it seems more than appropriate to provide some immediate information on the usual pitfalls to avoid when choosing a brand name, and also to give a reminder of certain principles.

Brand name or product name?

Choosing a name depends on the destiny that is assigned to the brand. One must therefore distinguish the type of research related to creating a full-fledged brand name – destined to expand internationally, to cover a large product line, and to last – from the opposite related to creating a product name with a more limited scope in space and time. Emphasis, process time and financial investments will certainly be different in both cases.

The danger of descriptive names

Ninety per cent of the time, manufacturers want the brand name to describe the product which the brand is going to endorse. They like the name to describe what the product does (an aspirin that would be called Headache) or is (a biscuit brand that would be called Biscuito; a direct banking service called Bank Direct). This preference for denotative names shows that companies do not understand what brands are all about and what their purpose really is. Remember: brands do not describe products – brands distinguish products.

Choosing a descriptive name also amounts to missing out on all the potential of global communication. The product’s characteristics and qualities will be presented to the target-audience thanks to the advertisements, the sales people, direct marketing, articles in specialized periodicals and the comparative studies done by consumer associations. It would thus be a waste to have the brand name merely repeat the same message that all these communication means will convey in a much more efficient and complete way. The name, on the contrary must serve to add extra meaning, to convey the spirit of the brand. For products do not live forever: their lifecycle is indeed limited.

The meaning of the brand name should not get mixed up with the product characteristics that a brand presents when it is first created. The founders of Apple were well aware of this: within a few weeks the market would know that Apple made microcomputers it was therefore unnecessary to fall into the trap of names such as Micro computers International or computer Research systems. In calling themselves Apple, on the contrary, they could straightaway convey the brands durable uniqueness (and not just the characteristics of the temporary Apple-1): this uniqueness has to do more with the other facts of brand identity that with its physique (i.e. its culture, its relationship, its personality, etc).

The brand is not the product. The brand name therefore should not describe what the product does but reveal or suggest a difference.

Article Source: http://www.articlesbase.com/branding-articles/how-to-choose-a-strong-brand-name-5995311.html

About the Author

Drypen provides action-oriented intelligence for management professionals that’s smart, useful, crisp and just a click away.

A Brand Building Strategy Hub

Author: David Little

While stock markets around the world retrace, the financial picture of Greece and Spain flounders and the world holds its collective breath waiting to see if there’ll be an attack on Iran and a spike in oil prices, there is a piece of outstanding economic news for those involved in the place-based digital media market.

2011 was a great year for digital out-of-home advertising, and this year is setting up to be even better. Data from PQ Media released in April show that global digital place-based networks, billboards and signage operators saw revenue grow by 15.3 percent to $6.97 billion last year. This year, the revenue figure is projected to be even better, growing 19.2 percent.

In the United States, DOOH operator revenue climbed by 11.2 percent last year. According to PQ Media, an econometric research and consulting service in Stamford, CT, digital billboard operators saw double-digit revenue growth and operators of place-based networks saw a high single-digital rate of growth.

According to the PQ Media “Global Digital Out-of-Home Media Forecast 2012-16,” the compound annual global growth rate for the five year period will be 13.7 percent. Much of the revenue growth appears tied to a recognition of how important it is to reach consumers outside the home where they make purchases. “While TV remains the 800-pound gorilla of ad-based media due to its reach, scarcity and measurement, DPNs (digital place-based networks) offer brands opportunities to extend their reach by engaging target consumers with contextually relevant content in venues outside the home,” said PQ Media CEO Patrick Quinn.

Digital signage networks were one of the fastest-growing ad-based media in the United States last year. While PQ Media acknowledged a deceleration in the rate of growth in the second half of 2011 due to cyclical economic events, it found digital place-based networks experienced a revenue increase of 10.7 percent from 2006 to 2011.

According to PQ Media, digital place-based networks are likely to benefit indirectly from the Summer Olympics in London and the U.S. political campaign this fall. Both traditionally inject significant revenue into local television stations as well as cable and broadcast networks. This time around, however, PQ Media foresees a scarcity of TV inventory. As a result, major brands squeezed off television could be forced to consider other video platforms, such as digital place-based networks, said Quinn.

The latest revenue tally from PQ Media is another in a growing string of positive developments over the past couple of years for the digital signage industry. Together, they wins demonstrate that digital placed-based media is a viable and being taken seriously by companies with products to sell and the advertising agencies they hire.

The growing availability of audience metrics for digital place-based media is adding a sense of legitimacy about this new medium for those who control where ad dollars get spent. The PQ Media ad revenue numbers, therefore, shouldn’t be too surprising.

Going forward, the next big test for this medium will likely be whether or not those responsible for buying ads will reallocate dollars from television to digital place-based media.

With the possibility of too few available commercial slots on TV in the second half of the year, there might be a hint as to whether digital place-based media can begin taking on the “800-pound gorilla” and winning.

Article Source: http://www.articlesbase.com/advertising-articles/digital-signage-advertising-hits-its-stride-5986204.html

About the Author

David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples. For more in-depth research from Keywest Technology, download our free digital signage white papers and case studies.

Author: Tim Hawthorne

Direct response is all about getting consumers to take action. Pick up the phone, visit a website, respond to an ad on a mobile phone — these are all responses that direct marketers focus on as they develop campaigns. It just makes sense that quick response (QR) codes would have a place in a DR marketer’s toolkit.

First developed in Japan in 1994, these high-density, two-dimensional graphic images are basically just barcodes comprised of digital squares instead of bars. The composite of these ‘squares,’ often looking like crossword puzzles on steroids, come together to create codes, which, in turn, house the data that are scanned by mobile devices. The devices quickly scan and digest the code’s information block, translating it into hyperlinks or text information.

QR codes are being used across a wide variety of advertising mediums — from magazine ads to television to billboards. They allow for easy tracking of offline marketing efforts, provide a new channel for direct sales, and help stretch advertising dollars. Using QR codes, for example, marketers can cultivate a bigger pool of VIP customers (who take the time to scan the codes into their phones) and educate consumers in ways that billboards or magazine ads or 30-second TV spots cannot, while increasing brand awareness.

QR codes are also good at getting consumers involved in key issues. To gain public support for the restoration of the Gulf of Mexico in the aftermath of the 2010 oil spill, for example, the Women of the Storm club in New Orleans launched a ‘Be the One’ campaign, based on QR codes that sent consumers to a mobile website where they could watch a video and sign a petition in support of Gulf restoration.

Retailers have also caught onto the value of QR codes. Macy’s has integrated the codes into its holiday advertising campaign and its spring fashion promotion. The ‘Macy’s Backstage Pass’ campaign delivers consumer-oriented video content (including fashion advice, tips, trends and inspirations) according to Marketing Daily. Customers who scan the QR codes gain access to 30-second films showcasing Macy’s celebrity designer partners.

The list of QR code users goes on: Best Buy uses them in its offline ads and in-store displays (once scanned, the codes send consumers to the retailer’s mobile product pages), while clothing retailer Lacoste offers a discount to customers who scan its QR codes, play an online arcade game, and then register after playing.

Simple and affordable to set up and administer, the QR code’s low barrier to entry makes these mechanisms attractive across a wide swath of advertisers. To ensure that your own campaign yields the best results, follow these three tips:

1. Define your goals first. Do you want to get more people to your firm’s website? Provide an instructional video? Give certain customers an inside, VIP look at new offerings? Collect registration information? Whittle it down to one or two specific goals and your odds for success will rise exponentially.

2. Focus on the call to action. Much like you would do with a DRTV campaign, develop a well-defined call to action (CTA) to support the goals you’ve identified. That CTA will reside next to the code itself and should be short and to the point. For example: ‘Scan this code to see our newest attraction,’ or ‘Scan this code for a special discount.’

3. Create a compelling landing page. The mobile landing page that consumers see when they scan the QR code should relate directly to the first two steps. Create a dedicated site that only QR code users can access and make sure the site functions well on all mobile handsets.

When assessing the campaign’s success, focus on the length of engagement time generated by the QR code. If consumers are spending several minutes (or more) on the page you’ve directed them to, you have a successful campaign on your hands. If not, it’s time to revisit your campaign, check your code’s scanability (an issue caused by the many different scanning apps and phones currently in use), re-craft your CTA, and try again.

Article Source: http://www.articlesbase.com/branding-articles/deciphering-the-qr-code-5941089.html

About the Author

Author of over 200 published articles, Tim Hawthorne is Founder, Chairman and CEO of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then, Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Nikon,Time-Life, Nissan, Oreck, Bose, and Feed the Children, Tim is a co-founder of the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author of the definitive DRTV book The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored with the prestigious ‘Lifetime Achievement Award’ by the Electronic Retailing Association (ERA) in 2006.

Author:
Mark Dale

A measly sounding improvement in this conversion rate could easily mean a improvement in your overall profitability.

Nothing to be sneezed at!!

Many online marketers are satisfied with 2-3% conversion rates.

But why settle for the mere average when there are marketers out there with proven 10 20& 30(or more!) conversion rates?

(If you don’t believe these conversion rates are possible, email Nettclicks for a real case study which will show you that this is easily attainable within a short time frame)

There are many important elements on you landing page that can help you boost conversion rates almost immediately. These are:

1. Headline – a powerful headline on your landing page will commit visitors to read on. Grab their attention, make them curious, appeal to their immediate needs & tell them so explicitly in numbers if you can. And don’t be afraid to use long headlines and sub-headlines if they help to get the point across.

Does headline a) or b) below grabs your attention? And why?

a) The Best Accounting Software in the World: Available With Acclaimed Support when You Buy From the Industry Trusted ABC Co.

b) Work Dilemma: Do You Go Home Early or a Have Longer Lunch?

XYZ guarantees to save you at least 41 mins per day in your book-keeping duties…and it’s totally up to you on how you spend all that extra time!

Once you think you have a good powerful headline, you must test it and improve on it! (If you don’t know how to do this, contact Nettclicks for free advise)

2. Scarcity – make your offer(s) urgent and/or scarce. Putting a time or quantity limit so that it propels the visitors to commit to an action. If there is no urgency to commit to anything, they are likely to leave and never come back (or find a better offer that compels them to act!)

3. Use Multimedia – your landing page can stand out through the use of video or audio media. It adds extra sensory elements to the decision process, especially if what you offer on audio/video can capture their imagination or teach them something useful.

It can also help with verifying authenticity when they hear a reassuring voice or an honest face explaining an offer or process to them.

(Nettclicks can show you how to implant a relevant YouTube video on to your landing page to help with your sales conversion – without violating copyright laws – reply email to find out how)

4. You, Not We – cut out uses of WE, meaning you should cut down on any excessive self promotion.

Visitors are essentially selfish – so get to their point of  ‘what’s in it for me?’

Use YOU regularly instead of WE and use language/graphics that appeal to the visitor in the first person so there is better connection on the landing page.

5. Testimonials work – good testimonials add a sense of reliability and ‘social proof’ factor to your offer. Refer to good reviews, post genuine testimonials and use them liberally to show that your products and services have been well received by other like minded people/organizations.

6. Bullet proof – research has shown that many visitors scan through landing pages quickly – so whatever your landing page is (long or short) there should be concise bullet points somewhere to summarize the benefits and features. Bullet points are eye-candy for the time-poor and attention-poor visitors online – they will get it quickly if you can get the message across concisely.

7. Be secure – information privacy and payment securely at big factors in online transactions. Make sure your landing page has the right graphics and concise language to appease security/privacy conscious visitors (if you would like some examples of good graphics/page layout to help with offering visitors that better sense of online security, reply to Nettclicks for more details)

8. Guarantee it – Bunnings has a no-questions-asked return guarantee on all their products. That offers trust and comfort.

So should you!

Your landing page should always offer your products and services with a guarantee – research shows that without it, you have no hope of converting traffic. And if you guarantee it, deliver on that guarantee. Nothing worse than being lampooned on social media if you don’t deliver on promises!!

9. Clear CTA – you should continually check that your landing page has a concise Call to Action for your visitors. If you want them to buy – show them clearly where to click to buy. If you want them to opt in for a free email report – show them clearly (and regularly) on how to opt in.

(If you are not sure whether your landing page has a clear and concise CTA, contact Nettclicks for an obligation free opinion)

By following these 9 pointers for a better converting land page, you too can get your landing page conversion rates to 10o% & beyond!

As usual, should you have any questions or need a clarification on any of the tips discussed on this email, please don’t hesitate to call or email Nettclicks.

Good luck in your traffic conversion!

Article Source: http://www.articlesbase.com/ppc-advertising-articles/9-landing-page-fixes-to-improve-conversions-5944575.html

About the Author

As usual, should you have any questions or need a clarification on any of the tips discussed on this email, please don’t hesitate to call or email Nettclicks.

Good luck in your traffic conversion!

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